Does it matter whose the baker of your blog?

This was a really delicious mini cake from I bought from Krogers. Before I chopped the head off, it was delicately decorated in the shape of a mop dog. For obvious reasons, the cake called to me from the glass enclosed bakery case.

As I ate the desert, I recalled an article in this month’s Inc. magazine. It’s about a small town bakery whose entire business model was built on wholesaling to stores and outlets. The bakery became successful because it didn’t label the Danish but allowed the supermarket to brand it as their own freshbaked. Consumers bought the baked goods completely unaware of the truth.

Eventually the business owner contemplated whether or not to sell the baked goods under his brand. Inc.’s article goes through the owners deliberation process of whether or not to go from “ghost” baker to “named” baker.

I wondered for a moment whether or not this cake was really baked by Krogers?

I will probably forever wonder whether or not my supermarket baked goods are authentic or not. The same situation is occurring with social media. As companies are trying to get a grasp on where, how, and to what extent social media fits into their marketing or branding, there is a push of authenticity. On one side, people want to know what is written is authentic. On the other hand, some people feel as long as the information is rich enough, then why does it matter who created it.

In the end, does it matter whether or not Krogers’s baked my cake? It’s purpose (to be yummy) was delivered to the customer regardless.

Same goes with blogging and social media. Does it really matter if a great link was Tweeted out by Guy or one of his staff? Does it really matter if a blog post which fostered discussion was created by the CEO or copyblogger? If success is measured by sharing and delivering rich, thought provoking information, does it really matter who the baker is?