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Tuesday, August 01, 2006

Impersonations Bad for Marketing

Marketers who pose as real people online are not doing their brands a service and will eventually be discovered and receive negative backlash.

MySpace allows, and in many instances promotes, marketers to push their brands by creating pages and interacting with friends, according to News.com.

Exploiting people's gullibility may work for a short term, but the risk of reprisal isn't worth it. IF companies are up front and clearly indicate that the website is bogus (like giving a character in a movie his own page), and people interact with him, fine, but creating a faux persona to blather on about the wonders of a product is crossing the line.

Similarly, paying bloggers to praise your product without revealing the payments is unethical. Sponsored content must be clearly posted as such.

By John Gartner at 08:54 AM | Comments (0)

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