There are people out there who are paid frankly obscene amounts of money to develop a company or brand’s “social media strategy”. This is a position that wouldn’t have existed five years ago, yet now it’s the new hotness. If you’ve got anything to do with marketing, social media is where it’s at.

These “gurus” have come up with their own set of arbitrary rules about what “works” and what doesn’t. Supposedly, following their bible of social media norms helps you to get hits and be more influential online. Perhaps they’re true. But some of them strike me as a little odd.

Take the way social media news website Mashable presents itself on Twitter, for example. Actually, first of all look at Mashable itself. Not the most personality-filled site at first glance, is it? Sure, the personalities come out in the writing, but at first glance it looks like just any other tech news site.

So then, take a peep at Mashable’s Twitter account. Notice anything odd?

Right. Despite obviously being the official account for Mashable the site, and posting little more than links to their articles with little to no interaction with their millions of followers, they have taken the inexplicable decision to present the site not as a site, but as the face and name of CEO and founder Pete Cashmore. Thus, when something from Mashable comes up in your Twitter timeline, depending on how you’ve got it set up, it looks like these links are being posted by a person, not by an automated RSS-to-Twitter doobriewotsit. But they’re not. Unless there’s a very bored intern at Mashable in charge of doing that.

Now, the theory behind this is that putting a human face on a Twitter account makes it inherently more “trustworthy”. As anyone who’s used Twitter before will know, bots are a pain in the arse and should be killed with fire, but it’s usually reasonably obvious that they are bots. There’s the odd exception, but for the most part, it’s very clear.

So, with that in mind, isn’t it actually rather more dishonest to post automated updates from a website pretending to be an individual person? I honestly can’t understand the logic behind it. I’m sure some social media guru out there will be able to educate me. But I know that generally speaking, if I’m looking out for an update from a particular website in my Twitter timeline, I’ll be looking out for that website’s logo, not some bearded guy with a slight sneer.

Unless Pete Cashmore thinks he genuinely is the logo for Mashable, in which case the website should replace its header with a GIANT PICTURE OF HIS FACE. Possibly with a big flashing logo saying “OBEY”.

Maybe.