In Communications, Authenticity is King

The following article was cowritten by Chat GPT and Amy Marquis, who provided her expert perspective, prompt engineering, copywriting support and copyediting.

It's no secret that social media is a powerful tool for people to connect with other people, especially when it comes to reaching younger generations such as Gen Z and Millennials. Business leaders in particular are being looked to as trusted sources to guide us through tough times, but there's a catch: authenticity is king.

Research supports the idea of leadership leaning into authenticity:

• According to a study by Edelman, 84% of Gen Z and Millennials say that authenticity is important when deciding which brands they support. Business is seen as the most trusted institution. People are counting on companies to speak candidly about and deliver solutions on climate, DEI and skill training.

• A study by Sprout Social revealed that authenticity is the number one trait that consumers want from a brand on social media. In fact, 86% of consumers say that authenticity is important when deciding which brands they support.

But what does it mean to be authentic? Being true to yourself and your values, sharing real moments and being transparent about your thoughts and feelings are central to this ideal. It also means being vulnerable and open to criticism, and being willing to admit when you're wrong.

And in 2023, the forum with the most potential reach is social media.

As a leader, it's important to remember that your followers are looking to you for inspiration, guidance and a sense of connection. And when you're not being authentic, it can be difficult for them to feel that connection. When leaders use an authentic voice on social media, they're able to build trust with their audience and create a sense of community.

But being authentic on social media isn't always easy. You may find yourself getting caught up in trying to present a perfect image or avoiding controversial topics. But leaders who are truly committed to authenticity will embrace the messiness of real life and will not shy away from difficult conversations.

Use an authentic voice to build trust and connection with your audience, and ultimately, make a greater impact with your message. Be real and raw. Be authentic, and don't shy away from difficult conversations. Be true to yourself and the work you're doing. There's no better way to connect with your audience.