Damon Lindsey

Publication Date


Document Type


First Advisor

Labrecque, Lauren

Degree Name

B.A. (Bachelor of Arts)

Legacy Department

Department of Marketing


Problem Social media is growing rapidly. Many companies jump into the social media pool without first doing proper research. These companies can quickly create and distribute conflicting messages, confusing their target audience, driving away profit. Purpose The purpose was to find how brands use social media to create authenticity-meaning, a consistent image akin to the image projected by the brand before joining the social media space. Scope This research includes how companies are using Facebook and Twitter for creating authenticity. This research does not include near-defunct media (MySpace) or minor social media (Orkut, Bebo, etc.). Research Methods I interviewed industry professionals to learn how they use social media. I also looked into companies currently using social media. I monitored their usage of Facebook and Twitter. Major Findings First, a company should have a solid brand before beginning in the online space. Second, the social media manager must have a strong knowledge of the brand. Third, a company must be prepared for dealing with negative feedback. Fourth, a company may have to engage reputation management to recover from extreme negative feedback. Conclusions It is imperative that brands and companies work to achieve and maintain authenticity, through honest and consistent content.


13 pages




Northern Illinois University

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