When it comes to traditional media, it's pretty obvious who's behind the advertising. Most ads have a logo in the bottom right hand corner, and most television spots end on a corporate jingle or tag line. But in the age of product review blogs, web forums, "Likes" and Twitter feeds, it's tough to figure out exactly who's at the keyboard on the other side. It is said that 90% of consumers would trust the recommendation of a friend. But who exactly are your friends in the world of digital marketing?
Here's a metaphor to illustrate the importance of transparency: what if a salesperson at Nordstrom or Best Buy dressed themselves in plain clothes and walked around the store, offering up suggestions like, “I really love those boots, I’ve got two pairs!” or “I've got the new MePhone 4 and it's amazing!” You wouldn’t be able to tell the difference between an honest recommendation and a company shill. Now imagine the situation online. How easy would it be to have your brother-in-law submit a YouTube video raving about your product?
Social marketers need to be honest with their customers and themselves. The anonymity and largely uncontrolled nature of the Internet and social media make it easier than ever to blur the lines between advertising and advertorial. Ethical marketers have a responsibility to be transparent and accountable in their dealings with the public in today’s world of electronic marketing.
This message paid for by Americans for Accountability.
