What to Call a Fake Facebook Group?

Buzz Marketing Daily: Facebookgate #2013 Raises Great Points About Authenticity & Social Media in Higher Ed

College Prowler, whose motto is the ONLY college guides written by students for students, hired interns to create 250+ Class of 2013 groups on Facebook. There was a core group of members in all 250+ groups. Supposedly the members were high school seniors; however, when investigated, several of the members of the groups had already graduated from college.

There’s something going down on Facebook. Pay attention. | SquaredPeg

Brad J. Ward of SquaredPeg found the following ad on Craigs list (it has been deleted since).

Viral Marketing Internship (Spring Semester)
An internship that combines the addicting glory of facebook with viral marketing? It’s true. College Prowler Inc., the Pittsburgh-based publisher of the only complete series of college insiders’ guides written by students, is actively seeking an unpaid viral marketing intern who has a solid understanding of the web, social networking, and interactive marketing.

This is mind boggling to me. If the interns had spent the same amount of time setting up real groups and recorded a viral video, fun contest or giveaway, the social network would have worked.

Honesty is not optional and deception is always exposed. Ask Edelman, Zipatoni, McDonalds and Sony. All these companies have launched fake blogs, supposedly written by "real people."

What to call a fake Facebook group? Fooks? Fookers?

Tags: fake facebook groups, college prowler, dishonesty, social networks

Web 2.0 and Wal-Mart?!?

Read article by clicking link: Advertising Age - At Last, the Reviews Are in: Wal-Mart Wakes Up to the Power of the People

From the article:

Wal-Mart is the largest bricks-and-mortar retailer by some stretch, but it has lagged a bit in the e-commerce race. In June it was the fifth-largest retail site based on unique visitors, trailing eBay, Amazon, Apple and its smaller, hipper bricks-and-mortar rival Target, according to ComScore. While Target's online lead is narrow, its site traffic is growing faster.

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Wal-Mart tries social networking again. Last year, Wal-Mart failed spectacularly to connect with its customers. Using a fake blog set up by Edelman, fake bloggers, who were actually Wal-Mart employees, tried to make us feel warm and fuzzy about Wal-Mart.

I think this is a good move for Wal-Mart. It can only make the experience better. It is a bit sterile shopping in person at Wal-Mart, and the online experience is worse. Reviews and ratings, if they are REAL, are wonderful ways to create a feeling of community. Top lists and celebrity fave items, with reviews from real people will do a lot for Wal-Mart's goodwill.

Now, if they could just pay a living wage so their workers could afford insurance. That would make me a happy Wal-Mart customer.

Tags: Wal-Mart, Wal-Mart buzz, social Wal-Mart, reviews, rankings

Another Flog Brought to You by Zipatoni

Ad Freak spotted another fake blog (flog), brought to you by Sony and Zipatoni ad agency.

All I Want for Christmas Is a PSP pretends to be a fan blog (run by a guy named “Charlie,” who says he’s helping his buddy Jeremy get a PSP for Christmas), but it’s a poorly disguised marketing effort—the URL is registered to Zipatoni. . . . “Charlie” keeps posting his denials, in pseudo hip-hop speak. More than once he writes, “yo where all u hatas com from... juz cuz you aint feelin the flow of PSP dun mean its sum mad faek website or summ... youall be trippin.” Pathetic. . .

Adrants has quite a bit to say about the fake blog (flog) that ad agency Zipatoni has set up for Sony PSP

Now take fake blogs. You've heard of them. Edelman knows all about them. They are the things marketers seem to think are the holy grail of this new social media thing. Let's get down with our customers. Let's "join the conversation." Trouble is, a fake blog - one that pretends (badly) to be all hip hop on our ass - is like an idiot that shows up at a black tie event wearing American Eagle cargo shorts and a t-shirt. The natural reaction to that is, "Who the fuck is that idiot?"

I just have one thing to say, floggers are damned. The name of Edelman is already written on the wall of hell, and I just consigned Zipatoni and Sony to the same fate. It is an insult to us, potential customers and fellow marketers, to lie, plagiarize, playact, pretend, and scam us with some fake blog written by an advertising agency.

Honesty is not optional and deception is always exposed. Ask Edelman, ask Zipatoni.

Hey, big time ad guys: if you need a set of blog ethics, you can use mine. You might also want to view and use the disclosure. On the other hand, you can remain in hell for all I care.

Tags: full disclosure, blogging ethics, transparency in advertising, word of mouth (WOM) marketing

Ethics for Bloggers by WOMMA

With all the problems of disclosure and ethics in regards to bloggers, advertising agencies and public relations firms, I am posting the WOMMA Ethical Blogger Contact Guidelines-10 Principles for Ethical Contact by Marketers.

Advertising for Success already has a full disclosure policy, but I am adding word of mouth marketing ethical standards as well. Not all apply guidelines apply to my websites, but I wanted you readers to have the full set.

• I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
• I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
• I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
• I will never ask bloggers to lie for me.
• I will use extreme care when communicating with minors or blogs intended to be read by minors.
• I will not manipulate advertising or affiliate programs to impact blogger income.
• I will not use automated systems for posting comments or distributing information.
• I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
• I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
• If bloggers write about products I send them, I will proactively ask them to disclose the products’ source.

Honesty is not optional and deception is always exposed. Ask Edelman.

Tags: full disclosure, blogging ethics, transparency in advertising, word of mouth (WOM) marketing

Edelman May Be Out of WOMMA

Edelman is on 90-day probation with the Word of Mouth Marketing Association for failure to adhere to the WOMMA code of ethics.

The public relations firm has acknowledged it is behind a series of flogs, or fake blogs, for Wal-Mart. These flogs are Wal-Marting Across America, Paid Critics and Working Families for Wal-Mart.

Edelman appears to be violating their own Ethical Approach to Business as stated on their website:

Principles:
* Edelman is committed to honesty.
* Edelman is committed to transparency.
* Edelman is committed to fair dealing.
* Edelman will ensure activity aligns with the interests of its employees,
clients and critical stakeholders.
* Edelman will strive to model best practice in the marketplace.
* Employees will not violate legal obligations or prohibitions where
Edelman does business.

If you wish, you may download Edelman's 25-page Code of Conduct that:

. . . provides a uniform understanding, informed by our Values, as to what is expected of Edelman employees and embodies our commitment to excellent counsel and service to all stakeholders.

While bloggers are disclosing their relationships and posting their blogging ethics , Edelman, the only independent global public relations firm, continues to be guilty of the most rampant case of non-disclosure on behalf of their clients.

If you would like to read more about this debacle, please visit MediaPost for the full story. If you wish to tell Edelman what you think, you should email them at contact_us@edelman.com

Tags: fake blogs, flogs, Edelman flogs, nondisclosure ethics violation, identity obscured by hype

McDonald's Caught With Fake Blogs

You may have read my post of 10/21 about the fake blog that Edelman produced for Wal-Mart.

Two new flogs (fake blogs) for McDonald's, 4railroads and McDmillionwinner, were used to co-promote Monopoly. McDmillionwinner is now viewable in cached format as the blog was taken down on 10/18. The two sites are inter-related, but do not mention any association with McDonald's or Monopoly. An October 19th press release makes reference to the 4railroads blog.

Truth in advertising! It is essential for your credibility as a blogger.

Tags: flog, McDonald and Momopoly flog, truth in advertising, blogging+ethics