Authentic Vs. Advertorial
Let's just put this right out there: authenticity and advertorial are adversaries online.
They tug and push each other with changes in popular culture and media consumption styles.
Publishers and readers typically fall into one of these camps to become a staunch advocate for why they are right. The fact is, that when all things are considered, there isn't a right way.
There is, however, an appropriate time to use either.
Yes, you could have an authentic advertorial but that Liger rarely bursts forth from its cage.
When To Be Authentic
The simply answer is always. Always be authentic. It is the one way to convey your message to people in a way that is meaningful to them. Authenticity is the easiest way to prove your earnestness (see: passion, for popular nomenclature on this) regarding the topic at hand.
When To Use Advertorial
When all else has failed it is time for advertorials. Yes, they may be one of the best ways to convey large amounts of information and to begin shaping a dialogue, but they are often wry corporate interpretations of what the consumer wants. And guess, what? The consumer knows it.
Regardless, when this is the tool at hand after an online conversation has moved into territory that is hurting the bottom line or negative sentiment toward a brand, a blend of authenticity and the human element go a long way.
By humanizing the brand, corporation and conversations it is easier to gain a foothold early with authenticity without having to resort to an advertorial akin to terms of service document.
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authentic 
advertorial brand management conversations
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