I enjoy a glass of wine. Or two. Sometimes three. And as a beginning oenophile, I’ve been using the interweb quite often to expand my universe of wine knowledge. This includes reading tasting notes, looking up new wines to try, buying suggestions, and which local restaurants have great wine lists.

"Ernie, if you continue to read about booze on the internet, you and your liver are gonna wind up like this guy!"

Which brings me to the dustup over Wine Spectator’s recent award to an imaginary restaurant. Apparently, someone invested a fake restaurant in Italy, built a fake website, constructed a fake wine list that included very low-scoring wines, and entered it into the famed magazine’s award submission. Presto! They won an “Award of Excellence.”

Apparently, as part of their “research,” committee folks read some (fake) reviews on Chowhound and also successfully Googled the restaurant’s name in order to verify its legitimacy.

What a great illustration of how social media and the easiness + ubiquitous nature of search can make us all so lazy. And not just drunk-lazy.

How does this apply to us and our clients? For starters, I think the term “authenticity” takes on a deeper meaning. While secondary (market) research has its place, there’s still no substitute for good ol’ fashioned primary research. If anything, it underscores the importance of user/stakeholder interviews, surveys, in-person (and hallway) conversations when it comes to any project or endeavor.

Secondly, companies need to be even MORE diligent in their online and offline activities to effectively convey and support any brand authenticity to their current and potential customers.

Any slight whiff of inauthenticity, exacerbated by the locust-like nature of online social media, can do some serious damage to a brand.