Authenticity isn’t just important when buying a signed LeBron James jersey or Christian Louboutin heels, it’s the truest test of any good social media campaign.

Social media users are finely attuned to the authenticity of the millions of posts shared every day on social media channels such as Facebook, Twitter, and Snapchat. It’s important that both the channel and the content you are posting to it are a natural fit, not just to your audience but also to your organization’s own personality: its tone, values, and goals.