Last morning of the Web 2.0 Expo starts with a dynamic presentation by Heather Gold (the Heather Gold Show : "I'm extremely conservative about what's important. Some things should not be changed. Jalapeno cheddar bagels are wrong."). She talks about workplaces - what kind of workplace are you at? Do you enjoy, or do you pretend? "Everybody wants to be themselves." Marketing (again) is about telling stories (I heared that before).
What she actually is saying is that people don't change just because the Twitter - they don't become more lovable, more attractive: it's just the same kind of stuff that produce whether online or offline. People make decisions on whether they like what you write on your blogs based on relational stuff. So, is what you write consistent with who you are? The best way for being authentic is being present.