Get Real and Prosper: Why Social Media Demands Authentic Brands

With the growing number of company-sponsored opportunities for interactive digital experiences, William Faust and Leigh Householder stress the need for authenticity. They reinforce their premise with a rich array of cases, and elaborate how, more than just being engaging, these sites should connect with consumers in distinctive ways, be relevant to the brand and the customer, and be something individuals want to share with friends.