When I talk to audiences of wide varieties about the power of human networks, I often use this framework to talk about why our trusted relationships are so important:

The first place our trusted networks begin to impact our beliefs, attitudes and behaviors is in helping us to choose what information we will actually pay attention to and accept as credible. We live in an age of information overload, and the way we cope with an unending stream of information is by relying on those we trust to determine which sources of information are credible. The question I have for companies creating fake personas, like those mentioned in this article, is how do these fake personas help you connect more meaningfully with your audience? Does a fake persona give you credibility? Or is it just a fancy ad dressed up and walking around in an online social network? Something to ponder….

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