Why Ethics, Authenticity & Branding Still Matter
Aaron Eisman, founder of Eisman Digital Consulting, has spent more than a decade leading digital strategy for major sports brands like Turner Sports, Bleacher Report, and the NFL. Through EDC, he now helps athletes, startups, and creators grow their audiences using platform-specific content and data-driven insights.
Eisman is also the author of The Evolution of Sports Social Media, published by Palmetto Publishing in November 2021.
In this Q&A, Eisman shares his thoughts on ethical challenges in digital marketing, why authenticity remains essential, and how businesses can better connect with the right audience.
Q: What’s a common ethical issue you’ve seen across brands or campaigns, even beyond your direct clients?
Eisman: It’s usually about what not to post. Topics like politics, religion, global conflicts, or medical issues are often avoided unless they directly relate to the brand. During my time at the NFL, for example, we steered clear of concussion discussions on social. It’s about staying neutral and avoiding content that could be misinterpreted or misaligned with your core identity.
Q: What can businesses do ahead of time to stay out of those gray areas when it comes to content and ethics?
Eisman: It starts with branding and strategy. Branding defines your identity and what sets you apart in a saturated market. Strategy then tailors your messaging to each platform. What belongs on LinkedIn may not work on Instagram. If your content doesn’t align with your voice or values, it’ll feel inauthentic, and audiences notice that quickly.
Q: And when brands aren’t authentic? What are the consequences?
Eisman: You lose trust. Today’s audiences, especially younger ones, can detect inauthenticity within seconds. If your content doesn’t match your values or identity, people will call you out. Trolls show up. Comments explode. Bigger brands especially get hit hard and fast… and screenshots live forever. Damage control becomes much harder the bigger your platform is.
Q: So how can a business or individual best ensure they’re reaching the right audience?
Eisman: Know your audience before you post. Too many brands just throw content out hoping something sticks. Instead, reverse engineer your content strategy. Ask: who is our audience? What do they care about? What’s their attention span on each platform? At Bleacher Report, we created content for “Kyle,” a 17-year-old from Brooklyn who loved sneakers and basketball. That level of focus makes all the difference.
Q: What’s your best piece of advice for brands trying to improve targeting and engagement?
Eisman: Define your audience before creating content. Know what they value, how they consume media, and which platform fits their habits. Content that connects isn’t guesswork – it’s intentional and personalized!
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