• by Joe Mandese  @mp_joemandese, June 23, 2009

With apologies to Shakespeare, that was how Michael Sanchez, CEO and co-founder, CafeMom, described the elusive concept of online “authenticity” at OMMA Social.

“To thine own self be true, or however the line goes,” he told attendees, adding that Walmart is authentic in what it does, but it is very different than what Neiman Marcus’ authenticity is.

“Everybody has this idea about a conversation with your consumer,” Sanchez added. “When you put something out into the world, you are effectively having a conversation with your brand.”