The word “fake” is a term used to describe or imply something which is not real. Something or someone creating something to appear like it or they are something they or it are not.
Just because a business is using social to imply something doesn’t mean it is the something it tries to be by simply using social media.
The growth of social media is being driven by two dynamics: 1) human interaction, social and 2) use of media. It is the combination of 1 & 2 that exposes “fake” attempts to imply something that is not real.
In the past individually and organizationally you could “fake” something and a few would know your faking. Today, given the inter-connection of the audience, when you do something fake everyone knows, at the least many more than previously.
When Fake Intentions Are Exposed
The reality is that the people , formally known as the public audience, have reach and extended relations that expose fake intentions. The price of exposing “fake intentions” for a business long term are significant compared to the short term gains obtained from using social media for marketing and advertising. You can create a fake “reality” but the new reality will damage “public relations”.
Public relations are no longer the words, actions, marketing and news created and produced by the “corporation” rather it is the response created by people formally known as your audience. Changing your message and your methods won’t fix “fake intentions”. Changing management intentions, methods and the ecosystem of your business to truly be “social” is the only way to avoid “fake” attempts to build public relations.
You have to change the input to change the output. Messaging and media alone can not avoid the risk of fake intentions and the subsequent reaction from the “public’s relations“.