Buzz marketing, whisper campaigns, thought leader marketing

Social networking and character prostituion: Where's the line?

[Webwork]

I find "soft marketing" plans - where people present themselves as "just another guy/gal" but who are really on the books as a paid promoter for product/service BrandX - to be troubling.

This includes the whole realm of buzz marketing and whisper campaigns which can include actions such as this in forums:

NewMember1: "Anyone know anything about BrandX?"

RelativelyNewMember2: "Yes, I've recently tried it and it's great."

There are other versions: The person at the social event "talking up" BrandX.

What have you encountered?

How have you dealt with it?

What do you think about this trend towards exploiting people's social connections? Where will it lead society and relationships?

I see it as a form of human relationship rot, a cancer brought to us by sickly creative minds, all bent on pursuit of the next sales dollar, yen, yuan, euro.

Social prostitution. We sell outselves in all manner of ways. Something about this is different.

[linear]

Hmm, curious. If I am an authority on widgets, with a site and audience to go along with the status, and I say that I favor getting my widgets from Acme (and I am an Acme affiliate, so I clear 5% for every widget purchased via my referrals) is that any different? Isn't that just good affiliate marketing?

Is it the social context that makes this situation concerning, Webwork?

Most people seem to be quite content to be sheep, sadly.

A pillar of multi level marketing schemes is that the first thing you do on the road to success is go out and pitch all your friends and acquaintances.

[buckworks]

That's a big reason many people find multilevel marketers so offensive. They market to fulfill their needs and desires, not yours.

[arran]

An old but related thread [webmasterworld.com]

[Webwork]

Ya, a classic and a very real concern. In 2002 it was more aggressive. Simple link drops en masse.

I am suggesting that since 2002 the tactics have been improving - though I still see examples of imperfect execution.

Heck, when you think about it, what is MySpace but a commercial marketing venture packaged as a social network. Wonder what's going on in the backchannels there? Think anyone is noticing who has more inbound linking partners? Wonder where that will lead?

Anyone notice signs of the same old stuff repackaged in prettier wrapping?

Is the ultimate expression of MLM/multi-level marketing's voracious appetite a full on assualt on human relationships - in all possible situations and venues?

Put these questions in the context of the commercialization of social networks:

"Are you my friend?"

"What distinguishes a friend from anyone else?"

There's a few other questions that are germane to age of social networking and I think a forum about community building is as good a place as any to start asking the questions in earnest. (No profit motive as yet. :)

[Beagle]

Have to admit I kind of wondered about this one:
[webmasterworld.com...]

It was entertaining, though. ;-)

[rogerd]

Actually, a close relation of mine spent a couple of years at a buzz marketing firm. Theoretically, they weren't supposed to deceive people, and many employees didn't. Often, disclosing your affiliation increased your status in a community, so being open actually helped.

Of course, there were some people who just couldn't resist anonymous forum postings and other semi-spammy stuff. It's very tempting to engage in that behavior to promote whatever you are pushing, so the ethical position of the firm (if it has one) must be well defined by top management and compliance monitored on an ongoing basis.

There's plenty of history of real-world buzz marketing working, and the Web offers a major playing field with big viral possibilities. Either way, promoting something without disclosing an affiliation is likely to backfire in the long run. That great recommendation suddenly looks sleazy if the relationship is exposed. Far better to be honest up front and let people decide for themselves.

[ronin]

If I am an authority on widgets, with a site and audience to go along with the status, and I say that I favor getting my widgets from Acme... Isn't that just good affiliate marketing?

No, it reeks. And it will undermine your authority comprehensively as soon as it gets out.

promoting something without disclosing an affiliation is likely to backfire in the long run

Exactly.