Transparency and full disclosure don’t mean much in the world of Social Media anymore.
Do you remember when the FTC got involved in Social Media (more on that here: Mashable – FTC to Fine Bloggers up to $11,000 for Not Disclosing Payments)? There was a lot of public discourse on the matter and my general sentiment can be summed up like this: if certain companies within an industry are doing something that requires government intervention to get them to stop, there’s a problem. At first strike, penalizing Bloggers because they’re not disclosing if they’re being compensated by a brand seems somewhat petty in the grand scheme of things that the FTC should really be focusing on, but they may have been on to something.
Social Media can be very disturbing.
Social Media is pervasive. Just look at Facebook‘s statistics, the use of Twitter, Blogs and whatever else. Many people now command an audience and they are broadcasters (in some way, shape or form). There were two Twitter moments today that made me stop in my tracks and realize that many people are willing shills, not that clear about disclosing it and, ultimately, are quite boring when they are shilling. In one instance someone was discussing a food brand and asking people to retweet it (yawn…). In another, an individual was tweeting up an event they were attending as a paid Social Media spokesperson (but if you didn’t know they were being paid, it was kind of hard to tell).
It fails because the brands have no Social Media credibility.
This is noting new. In fact, I Blogged about a similar topic in 2008 titled, Trust Is Non-Transferable. Brands get two major things wrongs when enlisting people from within the Social Media channels to do their bidding:
What’s a brand to do?
It’s alarming how many credible individuals are suddenly shifting their values and selling out their community (and their credibility) to the highest bidder.
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