Social media is not about image — it's about accountability. Try to be something you're not in the social space, and you're lucky if you don't get eaten alive.
And if you ever needed proof of that, look no further than the Winter Olympics in Sochi, Russia.
First off, watch this HBO Real Sports segment
titled "Putin's Olympics," which paints a rather less-than-savory picture of the games, and Russia's leader as a man willing to boost his country's (or his) image by way of the games, and by any means necessary.
Russia has spent more than $50 billion on hosting the games. That's one hell of an event tab.
And yet, what are the most talked-about topics surrounding the games?
makes it clear: Russia's anti-gay stance, the fate of Sochi's stray dogs, and security topped the list of social conversation topics.
I don't know about you, or even Russian president Vladimir Putin for that matter, but after going to such great expense to pull off such an elaborate image-builder, I would NOT be happy.
But honestly, you've got to smile. This is one of the biggest reasons why I love social media: not even the most expensive and technologically advanced of theatrics can pull the wool over the online social community's eyes.
We'd all do well to remember that, no matter our business.