My additions are in italics.
Can sponsored conversations in social media be authentic?
Yes, the trick is to be completely transparent that they are sponsored
Disney partnered with SavvyAuntie, an online community focused on aunts without kids. Melanie Notkin, who runs SavvyAuntie, tweeted about Disney’s Pinocchio movie in March 2008 to coincide with its Disney anniversary release. She tweeted about t themes in the movie, often in question form, encouraging others to respond. Her 8000 followers on Twitter knew that she was doing this for Disney (every tweet about Pinocchio had a special tag), but because the tweets were appropriate for the audience, entertaining, and authentic, the campaign was a success.