Here’s how: by being inauthentic, posing as a teenage girl, and getting busted for it.
It looks like that’s what Chick-fil-A did.
(Gizmodo has the full story here.)
This isn’t the first time we’ve seen this. Two years ago, a guy running for Congress put out marketing featuring a bald woman saying that the sitting Congressman’s support of national health care had stripped her of her ability to get access to cancer-fighting treatments. The rub: The woman didn’t exist; her image, like Chick-fil-A girl above, was licensed from iStockPhoto.
Social media works when it’s authentic. When it’s real people sharing what they really think. That’s how you appropriately engage with others, and that’s why they will trust you enough to endorse you, your product, and your service, by sharing it with others.