Authenticity to me, means staying true to yourself. By being authentic you come across as genuine, trusting, and responsible in your actions to others. With authenticity comes integrity and confidence which you are able to showcase to your customers. They don't want to be hidden from the truth and want everything face value. Authenticity is very important and provides relatable information that entertains and educates your audience in a way that helps form strong and loyal connections.

There are many ways to create FOMO and social proof. Throughout my experiences, I would create it by showcasing real customer experiences and testimonials through user-generated content. As well as, displaying the best selling items, FOMO marketing campaigns (exclusive content), email marketing tactics, and most importantly promoting experiences that customers have had with our products.

In a professional matter, I would politely reply to comment to show our appreciation for the feedback they provided. It would be something along the lines of, "Thank you for your review. I'm sorry to hear you had a frustrating experience, but I really appreciate you bringing this to our attention." Additionally, depending on the severity of the review, it is possible to privately message and then let them know on the review that I privately messaged instead to avoid a scene.