Social Media Authenticity
Companies utilizing social media can be viewed as inauthentic if their posts seem geared towards pushing a product over connecting with customers. Even worse, some companies gaffes were so egregious they were forced to halt social media altogether to escape the vitriol of those with whom they were originally trying to connect.
On the opposite end of the spectrum are companies successfully using social media to exact social change. Consumers are more likely to respond positively to an authentic campaign where profit is not the primary impetus.