WOMMA Core Values - Integrity

The Word of Mouth Marketing Association (WOMMA) positions Integrity as one of its core values - and to me, it is the most important. You can have a lovely product - even the best. But if the way you market it is manipulating or dirty, it sullies your offering.

I love 20-question WOMMA's Ethical Assessment; how to check yourself before you enter market with a campaign. But the answer to the most telling question sits outside the top 20:

• Would I be uncomfortable if my family or friends were involved in this campaign?

For clarity's sake I'd like to take it a step further: What if you were rolling out your campaign to friends/family? Would it make you uneasy?

It's easy to hide behind marketing to "general consumers." But to put a face on it - faces of your core group - holds you accountable and is a true gut-check of the ethics of your practices.