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Loading ...According to MarketingVOX, the Word of Mouth Marketing Association (WOMMA) on released the WOMMA Ethical Blogger-Contact Guidelines, aimed at marketers, with the aim of beating the legislative body to the punch, which it has, apparently, by the looks of “FTC Rejects Buzz Marketing Complaint.”
The guidelines explicitly state that online marketers must “say who you’re speaking for” and “never disguise your identity,” according to Salon, it is all what we at Abraham Harrison LLC call “open kimono:” transparency, authenticity, and honestly. It’s not hard and it bloody works! We discuss this issue in an article called Brand Ambassadorship Requires Authenticity.
WOMMA is being aggressive in response to its black eye known as Edelman. Even though WOMMA has put Edelman under review, MarketingVOX reports that the WOMMA Review Unlikely to Hurt Edelman
“A 90-day review that could result in expulsion from the Word of Mouth Marketing Association might be embarrassing to PR firm Edelman, but most marketing experts say it won’t have a significant affect on Edelman’s overall business.”
From the Abraham Harrison LLC website:
Brand Ambassadorship Requires Authenticity
An essential part of marketing conversation is being who you are. Moreover, best practices indicate that you should be open and honest about your identity. Resist the temptation to base your online identity what you want to be or some ideal form. Being accessible, approachable, and human is the best bet.
Honestly, folks are paying pretty close attention to your voice, tone, and message and so it is just safer to use your own voice and tone, uniquely tailored to your target community.
Whether you decide to wear your affiliations and intent on your sleeve or not, one thing is essential: authenticity. Outreach is more effective when you are being conversational, casual, and allowing your passion and excitement to flow.
Filed under: Authenticity, Conversation Marketing, Honesty, Open Kimono, Transparency, WOMMA
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