Ike Pigott, writer of the blog, Occam’s RaZr wrote a post called, “PR and the Gray Zone.” In it he talks about the role of PR professionals in new social media. He notes that it is hard to know what your role is as a business person online. Especially if you try to be honest and people still want to kick you out of an online conversation because you represent a business.

I think this venn diagram designed by Pigott is an excellent representation of what a PR person should be online. In it the social media professional is transparent, professional and an advocate for their organization. Note that being a “transparent professional” would make you a reviewer and being a “professional advocate” would make you an astroturfer. Where do you fall on this diagram?

Check out this video by Chris Brogan. He reminds us that as business people we should not come off sounding like a used car salesmen. I think it drives home the ideas I have covered today.

To sum up, being transparent and authentic is key when you go online as a business professional. Being upfront with people about who you are and what your motives are will make all the difference. Yes, some people will still be adverse to talking to you because you represent an organization. However, there are plenty of people who want to talk to you because they have an interest in your product. Conversation is key. You must get to know people and figure out their needs to discern whether or not you can fulfill them.

According to Edelman’s “Get ‘Real’,” an authentic company stays true to their philosophy and their brand reflects their customer. Most importantly, they make their authenticity look effortless. Edelman cites Harley as authentic because the brand conveys an attitude and a lifestyle. Harley has a specific kind of consumer and has created a way of life for them to identify with.

Harley’s authenticity has been maintained in several ways. BizTimes reports that Harley stays connected to customers by sending employees out to events and rallies to gather feedback. Harley also puts their primary focus on their motorcycles, despite the other merchandise they sell. Celebration of the brand’s heritage also plays an important role. Every five years, hundreds of thousands of Harley riders and enthusiasts gather in Milwaukee for a multi-day celebration. Check out this video clip of the 105^th Anniversary Parade.

Note the multitude of people that came out to the parade and their overwhelming support and love of the brand. These people really identify the brand as their own. This is the mark of true authenticity.

Harley is using social media in several ways. The Harley Davidson website feels like a haven for motorcycle enthusiasts. You can also watch videos on YouTube, follow them on Twitter, and join their Facebook group. Not to mention the Harley Owners Group’s presence online. H.O.G.’s mission sums it up perfectly: to think of Harley as one big family, from the CEO to the newest owner.

Harley Davidson is a great example for companies looking to become more authentic. It is about focusing on your product and creating a community for those who buy that product. If you can make your consumers feel like a family you have done your job.