I just read Chris’ post on the recent relevation on techPresident that Hillary Clinton staffers - be they volunteers or paid - were just caught astroturfing a blog. I agree wholeheatedly with his comments, but…

This is politics and stuff like this will be the tip of the iceberg. Some likely low level Clintonites let their enthusiasm get to them. In reading the article I felt that the infraction was relatively benign. About four staffers consecutively registered and commented on the liberal blog Blue Hampshire via a computer whose IP address was registered to the Clinton campaign. They used nicknames for identification and personal emails for their contact info. Their comments were in support of this post.

In response, a spokesperson from the Clinton campaign said, “this was not an orchestrated effort but the product of over-eager staffers and volunteers.” Which was followed by “this was not an orchestrated effort but the product of over-eager staffers and volunteers, done without her awareness, and that it will not be repeated.”

My guess is that the spokesperson is exactly right with exception of the last part. It will be repeated and repeated and repeated. In two ways.

One is that it’s my guess that most over-eager staffers and volunteers have very little understanding or concern about the standards and ethics that have been set. They’re clueless (and sometimes in politics the clueless can also be ruthless). My guess is that these people meant no harm. They are basically minor league baseball players that get stuck taking steroids. But that means that there’s a bigger problem. Because when you get caught, you’re in trouble. Not being transparent means deceit.

This leads to what I expect the second way I believe this type of transgression will be repeated. I’d bet money that the campaigns are looking at ways to denigrate and destroy the opposition via social networks and blogging. There will be the creation of fake blogs that spread false rumors (such as Barack Obama is a Muslim) and other nefarious blurbs out there. Some will work. Others won’t. Some will get away with it. Others won’t. At least not right away. But eventually the lack of transparency will lead to the ultimate truth. Just like it did with steroids in baseball. Just ask Roger Clemens.

It’s coming to a campaign near you.

Pete Blackshaw wrote a pretty good article called The Official 2008 Web 2.0 Buzzword Forecast — I like it because I love it when the industry catches up me me (what, me modest?). Well, this is a great new buzzword that Pete defined: Shamsparency:

“Shamsparency”: Don’t get busted buying shills or engaging in unsavory activity. Just don’t do it, or the forces of shamsparency will catch up with you. It happens all the time, and firms in the CGM monitoring space (like my own) make it easier to uncover the imposters. My recommendation: avoid this term at all costs, and write the WOMMA ethics code on the whiteboard 30 times.’ The Official 2008 Web 2.0 Buzzword Forecast By Pete Blackshaw

I wrote something similar in Don’t Be Seduced by the Lure of Astroturfing:

Whenever you engage the Internet on behalf if a company or organization, you are acting as a brand ambassador. If someone is curious as to who you are and why you’re so passionate about an event, product, or service, the understanding is that they will pretty easily be able to find out that you’re a marketing professional.

For some, that is enough. Legally-speaking, it is enough. In terms of building a long-term relationship with your current, future, or present customers, hiding your identity as a professional marketer in the folds of your online profile may be considered deceitful.

You may be attracted to covert online marketing: special ops, black ops, spycraft – “fifth column marketing,” if you will. Don’t be.

The blowback that can result from using a false name, a false email (a Yahoo, Google, or Hotmail address created for the campaign and the false name), and a false bio, isn’t worth it.

There is a term for shooting for the short term by being opaque in your intent, no matter how effective it may be: astroturfing, which “describes formal public relations campaigns which seek to create the impression of being a spontaneous, grassroots behavior.”

Accusations of astroturfing can compromise the integrity of the organization you are representing, and further put your ability to communicate future messages in danger.

Over the short term, pretending to be just another denizen of an online community or a blog works if you can pull it off. It isn’t tough to sneak in and talk, talk, talk.

Even though your reputation online is more defined by your contributions to the conversations rather than who you are, the culture of the Internet doesn’t suffer being fooled, duped, or suckered.

If you are ever found out, you are screwed.

Here’s an amazing statistic:  a full 57% of marketing executives recently responded with the following answer to the question if their firm has a crisis response communication plan:  NO.  What makes it more amazing is that in the same survey, 53% said that their business had experienced a crisis in the past…one that resulted in a loss in sales, a reduction in profits, or negative press.  A majority of that 53% say that the recovery period took a year a more.  Only one-half have trained spokespeople.  And it shouldn’t go unnoticed that there’s an overlap of 4% here of companies that have suffered a crisis in the recent past but have yet to install a plan to address future crises.

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Omega sponsors a big international watch auction and then bids up watches to record prices, ostensibly to make sure rare platinum time pieces were kept in the Omega family, according to the Wall Street Journal, How Top Watchmakers Intervene in Auctions:

Through the auctions, Swiss watchmakers have found a solution to a challenge shared by makers of luxury products from jewelry to fashion: getting their wares perceived as things of extraordinary value, worth an out-of-the-ordinary price. When an Omega watch can be sold decades later for more than its original price, shoppers for new ones will be readier to pay up. “If you can get a really good auction price, it gives the illusion that this might be a good buy,” says Al Armstrong, a watch and jewelry retailer in Hartford, Conn.

How ethical is this, even if the purchases are real? If Omega didn’t bid on the Platinum Constellation Grand Luxe up to $351,000, would it have even come close?

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With the issue of reputation management in the news, I’ve been thinking a lot about the recent discovery that many of the Mattel toys made in China were painted with lead-based paints. This had followed several other unrelated incidents that had previously caused embarrassment to either Mattel or to China.

A company such as Mattel needs to have a proactive online strategy that could meet the negativity head on, to help suppress those damaging rumors that could hurt the company both immediately and permanently. A company needs to understand what is being said about them in online forums, on blogs, and, if necessary, it needs to help blunt and diminish the negativity headed their way.

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