Has the Social Web turned fine businessmen and women into mush heads? I just read a post from a very successful marketer that transparency is about making friends. And then he proceeded to show a bunch of pictures of his dog and mansion.
Listen. When I sell my house the last thing I want is a friend for gawds sake. I want an honest salesman or woman that knows sales and marketing. Friendly is not only fine but necessary. However false familiarity is contemptuous.
I would think that when dealing with hundreds of thousands of dollars that your ability to sell (along with your reliance and competence) is more important in the interview process than your ability to socialize online.
I gotta say that transparency is simply demonstrating your business values and competency online thru text. Why are you unique? What is your USP? Why are you relevant? Do you have a unique spin on the way you do business? Prove that textually and you will be on your way to more clients.