From the New York Times. The same thing relates to brands and companies in these spaces – every little action goes toward the overall creation of the identity.

Agencies and corporations need to develop individuals with integrity and personality (http://twurl.nl/4folsb) who transparently represent their company, are persistent and consistent but are also capable of being human and not afraid to make mistakes.

I am always amazed at the evolution of the web and how now the ‘community’ can identify artificiality from a 100 paces. The worse thing any individual or corporation can be is, not themselves as it will come back to bite you. The rewards for doing the opposite are spectacular.