mike seyfang

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The Importance of Authenticity

19 May 2009 in Business, Internet by Stilgherrian | 5 comments

CeBIT Australia logo

Here’s my 5-minute presentation from WebForward@CeBIT last week, on the importance of authenticity when using social media for business.

It’s recorded on a Nokia N80 phone by Mike Seyfang so it’s a bit rough, but you’ll get the content. You’ll also hear me swear a few times because, well, that’s apparently what I’m now expected to do.

One key theme is that if businesses try to micro-manage every aspect of the communication between their employees and the rest of the world — denying that there are mistakes, or that some people don’t like them — they’ll end up becoming paranoid psychotics. I hope to expand upon that in due course.

Mike also recorded the presentations from my co-panellists Hugo Ortega, Kate Carruthers and Nick Hodge, but not Laurel Papworth for some reason.

I did see a “proper” video camera on the day, so I think CeBIT will place higher-resolution video online in due course. I’ll let you know if and when that happens.