Ethical Word-of-Mouth Marketing

via Mashable‘s Brenna Ehrlich in my Twitter feed (@lisajodesign) this morning, “Facebook Friend Sleeve Tattoo Is a Hoax, Artist Says“. Hmmm. This news gave me pause to think about other kooky viral campaigns I’ve seen that were founded on duping the social masses. I remember the one prominent feeling I experienced whenever I was a “dupee”, was disappointment. What company on earth would intentionally feed people with something they knew could end up having them feel “let down”? That is super bad juju.

This subject spurred me to do a little investigating to discover whether my own prejudices against “fibbing” to consumers in the name of fun may not be current with the times. Perhaps the general public tolerates it without much thought? I ran across a post by Brigetta R. Brunner, Ph.D., a contributor to PR Profs Blog run by a collective of PR Professors and maintained by the National Communication Association. I am thrilled that I went on this quick little foray into viral marketing ethics, because I discovered a gem at the PR Profs blog…a link to WOMMA (Word of Mouth Marketing Association). Here I found the WOM 101: WOMMA’s Code of Ethics and Standards of Conduct. I would LOVE to be a member of this organization, but the fees are steep! Kuddos to WOMMA for providing this guide free to the public! I will use it and share it.

I’ve got a magazine clipping up on my billboard that says,

“People can’t hire you if they don’t know what you do.”

Most of my clients are referred to me by word-of-mouth, always have been. I’ve never properly marketed myself. I know that it’s time for me to get the word out so people can hire me, but I also know that my personal integrity won’t allow me to create a campaign on a lie. I feel that companies like the one that developed the Tattoo hoax could have ethically pushed the bounds of creativity to come up with a better marketing solution that stands in integrity with who they are and how they want to be perceived. Companies who resort to these kinds of tactics, are not to be trusted with my time or money. My mom and dad always taught me growing up, that “if you live your life with honesty and integrity, no one will believe negative things they have heard about you”. I LOVE that practice and my parents for instilling that into our family. I am firm in my resolve to stick to healthy, honest marketing for my company. It’s just the right thing to do. It may take longer to get the word out about who I am and how I can help others, but I know that my clients won’t feel “let down” or duped by any scheme I’ve subjected them to. As a small-business owner myself, freelancing in a vast pool of graphic design talent for clients to choose from, I crave creative ways to get out to the the world who I am and what I do so clients can have the option of choosing me for their design and eLearning projects, but not at the expense of taking advantage of someone’s trust.

So what do you think? Are internet viral marketing hoaxes such as this one just “playful” use of media, or do they lack integrity? What are some of the most original ideas you or someone you know has come up with to draw attention to their business without stepping out of integrity? Did you try it? Did it work? I’m so curious! What successful viral marketing campaigns have you admired? What do you think makes them work?

YOUR COMMENTS ON THIS TOPIC ARE GREATLY APPRECIATED!