Online Branding Strategy
It’s been a long time coming. Advertising has been about the same for some 50 years, but things just don’t work the way they used to. Within the last 5 years social media has grown so much that customers are more reliant than ever on referrals.
Marketers facing this shift find themselves looking towards social media to get in front of their audience and its a whole new ballgame. One recent development that advertisers should be aware of is the Federal Trade Commission (FTC) is watching the online space for signs that advertisers masquerading as independent third parties.
Now monitoring blogs, Facebook, Twitter, and many other social network platforms, the FTC is on the watch for advertisers posing as ordinary consumers raving or providing misleading testimonials on products or services. A recent example posted by Consumerist mentions a well known fast food chain posing as fans of a marketing campaign.
An excerpt from the FTC;
“The fundamental question is whether, viewed objectively, the relationship between the advertiser and the speaker is such that the speaker’s statement can be considered ’sponsored’ by the advertiser and therefore an ‘advertising message.’”
It’s probably a method used as long as the web has been around. I recall reading about ‘seeding’ being done by the music industry to launch new pop stars some years ago, and it probably continues today. But you can imagine how this might affect your online branding strategy should you be caught.
Online branding and reputation management is becoming more imperative to monitor, and with this news regarding the FTC, you’ll want to be listening to your endorsers as well as consumers.
What to take away from all this? Monitor, engage, and also be transparent, providing full disclosure where applicable.
