Comments on: Can Word of Mouth Marketing Get Me in Trouble?

By: Murray

Murray — Fri, 04 Dec 2009 09:32:41 +0000

Good post Andy. Word of Mouth Marketing only works with disclosure it is the only way to maintain trust.

By: TimS

TimS — Tue, 13 Oct 2009 08:38:28 +0000

Thanks Andy, this is a very useful post. It's clear that marketers need to think carefully before starting any form of paid WOM generation without fully disclosing the relationship. We've just finished a summary article on WOM marketing and would be very interested in your comments: http://www.marketing-made-simple.com/articles/word-of-mouth-advertising.htm

By: MarketingByMouth

MarketingByMouth — Wed, 04 Mar 2009 14:22:56 +0000

I don’t really think you’ll get caught doing any kind of business marketing for yourself. If at all they will just tell you to stop.
Good Article! Keep it up!

By: CS Thompson

CS Thompson — Sat, 26 Apr 2008 10:11:30 +0000

Thats some great stuff there. Unfortunately, the people that need to read this probably won’t, and the people that don’t already do!
I’m really glad about the way that online technologies, especially the social media/ web 2.0 platforms have opened up new means to consumer power.
As your article highlights however, they also open up room for abuses by sleazy people.
The truth will win out always! And, as you say, there usually are plenty of people willing to give honest, positive reviews if you just ask!

By: john cass

john cass — Wed, 16 Apr 2008 03:44:27 +0000

great post andy. WOMMA is a leader in this field.
Let me echo some of the commentators in making the point about the ability of ordinary people to take a leadership role in highlighting unethical business practices.
It is not just a matter of nodding to the words, “oh, everyone does it,” but if enough people speak up, then you understand that everyone does not.

By: Javier von Westphalen

Javier von Westphalen — Wed, 16 Apr 2008 00:02:32 +0000

WOMMA is doing a great job in implementing and educating industry participants with a code of ethics to abide when implementing word of mouth strategies and tactics. Furthermore, I think word of mouth is a self regulating mechanism that complements the use of code of ethics for best results.
The beauty of word of mouth is that as it builds positive momentum leading to purchase trial or conversion through brand advocates and trusted messengers, it could also have the negative effect in a faster speed if messages and experiences are false and not meet expectations. How does the old say go- it takes years to build a reputation, but only days to destroy it. I can imagine that it only will take hours to loose credibility with today’s technology. As you mentioned, why a marketer will risk being dishonest when you have brand lovers willing to help spread the word.

By: Javier von Westphalen

Javier von Westphalen — Tue, 15 Apr 2008 23:48:47 +0000

I think word of mouth is a self regulating mechanism. The beauty of word of mouth is that as it builds positive momentum leading to purchase trial or conversion through brand advocates and trusted messengers, it could also have the negative effect in a faster speed if messages and experiences are false and not meet expectations. How does the old say go- it takes years to build a reputation, but only days to destroy it. I can imagine that it only will take hours to loose credibility with today’s technology. As you mentioned, why a marketer will risk being dishonest when you have brand lovers willing to help spread the word.

By: Richard Millington

Richard Millington — Tue, 15 Apr 2008 21:40:34 +0000

Excellent post.
I think there’s a question that hasn’t been asked here. Will it be enforced?
Sure you lose credit if you get caught doing it, but will the government actively enforce this? Could make for some interesting times.

By: Search Engine Optimization Journal

Search Engine Optimization Journal — Tue, 15 Apr 2008 21:27:29 +0000

We agree with the commenters above — they all pointed out the best quotes you provided within the post. Whether it’s word of mouth or online marketing — if it’s deceptive, a brand/comany will inevitably suffer the consequences. It’s the name of the game!

By: Ann Handley

Ann Handley — Tue, 15 Apr 2008 18:59:46 +0000

Andy — this is the money quote, “Somehow, companies and agencies have used social media as an excuse for new forms of deception. That’s disgusting when we have an opportunity to use these tools to promote truth, transparency, and accountability.” Nicely put.
For the record, I think PayPayPost is a bad idea even WITH disclosure… but that’s a topic for another day….