The buying and selling of goods and services is NOT what it used to be. The market is more competitive; big corporations and businesses are no longer on top despite (perhaps in spite of) their size. And consumers...well, we now have platforms that have the potential to reach millions to get out our message—good or bad, justified or not.

You are familiar with authenticity, I know. It's not a new subject. Perhaps marketers speak too much about it, and you're immune. It happens. But it's so important, especially when you're venturing into social media.