Umair Haque | Street Fight

Authenticity: The Force Behind the Local Snowball Effect

Terry Heaton

Authenticity: The Force Behind the Local Snowball Effect

One of the new values that the Web demands is authenticity. For news, it means a commitment to truthfulness by bringing readers or viewers as close as possible to the source of information. In business, it also means being truthful in our behavior, attributions and even our intentions. It’s an underappreciated and underutilized value, and it strikes at the very heart of marketing — especially at the hyperlocal level…