Authentically on Message

Authenticity: You know it when you see it.

I think that's how most people would describe how they judge whether something is or feels authentic.

It's hard to automate authenticity. Therefore, creating and sustaining authenticity requires a significant time investment.

Many may say authenticity doesn't scale. But Paul Graham advises new startups to do things that don't scale.

Sending bespoke thank you replies to new followers or users probably won't scale, but it will make users feel good.

Going back and forth, editing, tweaking, then re-writing a Tweet to make sure it only sends the message that you want it to probably isn't a scalable process per se, but when you finally find your authentic, digital voice, the clarity and impact with which you will be able to reliably communicate your message while sounding authentic will pay serious dividends on that major upfront investment.

Or at least I think so. Smarter people than I say so. So, let's hope so.