The following is from a new blog that Jon Husband found and contains some insightful comments and blogs and business.

Seeming vs. Being

The growth and power of online discussions and weblogs are moving organizations from a state of "seeming" to a state of "being". The current public face of a majority of companies is more about how the company *wants* to appear in the market than how it actually appears to customers, as described in press releases and marketing collateral. The message is one of "seeming" a certain way to customers and this message is losing power and influence.

At the same time, tools like online discussions and weblogs are allowing companies to "be". These new tools are providing the foundation for a new kind of marketing, a new way for companies to appear in the market by enabling real people to be the embodiment of the company’s message.

Using weblogs and online discussions, companies can project an authentic message that engages and builds relationships with customers through personal connections and communication. These tools help the organization to be more human- as in human "beings".

Read more here.