Rick Clancy, the senior VP of corporate communications at Sony Electronics, talks about how transparency is the essential to their thriving blog.  Sony’s first tag line, Sony no bologna, truly represents what transparency and authenticity mean. With the blog, Sony was able to build trust, relationships, and dialogue with consumers.

Devils advocate

Matthew Creamer article called “You call this transparency? They can see right through you” discusses how Wal-Mart suffered a embarrassing situation with its attempt to open its PR “war room” to a writer from The New Yorker. The resulting piece was a chronicle of the Wal-Mart’s PR staff’s barely disguised disdain for the author’s existence. Even worse have been high-profile missteps such as Sony and Wal-Mart attempts to useto create the sheen of openness, blatant manipulations of the very tools of transparency.

Picture of Wal-Mart's fake blog      

“The trend line is definitely toward transparency,” said Dan Gillmor, director of the Center for Citizen Media. “Some companies will do it earnestly; others will fake it.”

Being honest will truly set you free. Posting fake comments will only destroy a company reputation and image. Being authentic and transparent advances corporations and organizations in many ways. Social media allows this flow two way of information makes companies aware the negative so the company can react or the positive to continues their process.