Anonymity in the Facebook Era

If the trend of social media and the web is to create more transparency in just about everything what about a company whose product is valued on anonymity?

Today we often hear about upcoming news and developments by companies, organizations, and governments often before they reach fruition. Sometimes this is occurs through contrived and orchestrated communications campaigns intended to create buzz. Other times it is a result of leaks or just plain open conversations – there is no need to hide.

So, back to the company I am thinking about: Michelin. This morning I read an interesting article in the New York Times about the tight-lipped company's new campaign and communications plan to promote their guides. As stated in the article, Michelin has long prided itself on only having anonymous guides and never releasing information about their guides until they are published and on store shelves. Not exactly the model for an internet era business! The company's new campaign, which includes advertisements talking about their “famously anonymous” restaurant reviewers and a communications campaign on Twitter. At Michelin's first Twitter accounts – @MichelinNY and @MichelinSF – fans can read about restaurant news, dining experience comments from their “famously anonymous” reviewers, and small tidbits of information about upcoming Michelin guides. A big step into pulling back the opaque curtain of their operation.

But this raises another questions, is anonymity still valuable? In the internet world of instant gratification and instant communication, is being secretive still a good idea? And is there a difference between anonymity and secrecy? Is there a place where either is appropriate.

I am going to start with the last questions. I perceive secrecy and anonymity very differently.

SECRECY from Dictionary.com and the American Heritage Dictionary:

1. The quality or condition of being secret or hidden; concealment.
2. The ability or habit of keeping secrets; closeness.

ANONYMITY from Dictionary.com and the American Heritage Dictionary:

1. The quality or state of being unknown or unacknowledged.
2. One that is unknown or unacknowledged.

To me, secrecy is associated with intentionally hiding or giving misleading information about something. The events that come to mind in recent history when I think of secrecy are the attempts to conceal abuses at Abu Ghraib prison and recent cover-ups on in the banking industry regarding real loan losses and the potential risk of certain investments.

On the other hand, I associate anonymity with more honest dealings, such as journalistic sources and witnesses of crimes. To me, anonymity is used to protect an individual (either a witness, a source, or – in the case of Michelin – a restaurant reviewer) not to warp the truth.

Therefore, I believe secrecy is dead. Those who still attempt it are opening their business to a great deal of risk. However, when used wisely, anonymity can still add value and protect individuals who hold important information, but feel threatened to speak openly.