Not long ago I received a call from a publicist who wanted me to write about a product, luring me with the promise, “It’d pay you lots of money.” I explained that if I wrote an article for pay about the product, I’d have to (1) tell the truth about  the product once I tried it and (2) if I did this for pay from a media client,  I couldn’t accept money from the publicist or the manufacturer or distributor. That would be unethical double-dipping. We talked for awhile, and we discussed the use of social media in marketing. And that was that. But I have to confess that I am beginning to question statements and opinions I see on sites like Facebook and Digg. I watch videos on YouTube and sometimes wonder about intent.

On one message board I visit, an individual posted so many messages bashing a political party, I began to wonder if the individual wasn’t a paid political strategist. Enthusiasm for your candidate is one thing; repeating rabid posts in brainwashing style are another. Remember Lonelygirl15, how she fooled the public? Right now social media offers marketing professionals, freelancers and others a more or less uncontrolled plain. But if enough hoaxes are exposed, will that freedom shrink? Shouldn’t we think ahead to the power of the tools available to us and consider ethics? If there isn’t full disclosure, doesn’t that backfire, harming the brand in the long run once the truth outs?
 

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Filed under: Advertising, Branding, Marketing Resources, Personal Opinions, Social Media Marketing