Raw, honest and unspun

There’s an interesting conversation on the BBC’s dot.life blog about the use of social media by global brands and corporate giants conflicting with the “raw, honest and unspun” principle of Twitter.

I like what VisitBritain’s Simon Bradley blogs about using social media: it means hanging out wherever your customers are, and joining the conversation. Is there anything wrong, he asks, with bringing marketing down to the level of “an honest conversation with an expert – pretty much where it started out!”

I guess we’ve known for quite a while that today’s savvy consumers don’t respond well to blatant hype. Social media has brought that into sharp relief. Perhaps “raw, honest and unspun” should be the new mantra for marketing people everywhere …