CSRone Blog

當CSR遇上網路新勢力-社群媒體

隨著網路蓬勃發展，人人都可以憑藉一台電腦上網，成為評論家或記者。然而，關於網路道德與禮貌的界線越來越模糊。操作網路媒體稍有不慎，經常成為企業的backfire。如何讓聰明的網路使用者"相信"你所說的及所PO的？將CSR透明化、與利害關係人誠懇溝通的精神融入新興媒體當中，或許是不錯的激盪與運用。
 

(World connection in blue, by meyshanworld)

In this period when social media (blogs, forums, video site, aggregation sites) is rising as a super star platform for marketing and advertising, marketers and advertisers storm in to throw all sorts of creativity the technology can stretch to generate as much buzz as they could get. However, just where exactly do we draw our line when it comes to online social media marketing CSR (ethics, morality, equality, etc..)? Can we “fake” as supporters of products? Or can we provide “tweaked” reviews to support our own campaign? Or can we even go as far to “buying” online votes and supports? To be honest, there is no answer just yet…

Belkin, the supplier of computer products, recently got itself into a large mess buy “buying” comments, paying US$0.65 to anyone who would write a positive review on its products on Amazon. Is this wrong?

Sony, one of the largest electronic appliance providers, created a grassroot blog faking that it was out of two boys who wanted PSP for Christmas. Is this again wrong?

The list can go on endless…

Financial Times lists 3 of these frowned upon tactics, which could become serious PR disaster:

• Flogging – Fake blogs can help companies get a personal voice behind a marketing campaign – but they risk a PR disaster if they are uncovered. When Sony tried to boost sales of its PSP portable gaming unit, it started a blog supposedly by two boys who wanted PSPs for Christmas. When it was revealed as a fake, Sony apologised and took it down.
• Astroturfing – A technique that gets its name from the practice of generating fake grassroots enthusiasm. One Florida company, PayPerPost, serves as a matchmaker between companies willing to pay for good press and bloggers willing to plug products that they have never used. After receiving criticism, PayPerPost now requires bloggers to disclose that their posts are sponsored.
• Comment spamming – Flooding the comment fields of blogs with enthusiastic notes about a company, even with full disclosure, is not welcomed by web users. When a Motorola employee commented on dozens of posts on a technology blog – each comment a plug for the new Motorola Krave – bloggers responded with snide criticisms of his spamming, which duly ceased.

(Source: FT – Blogs that spin a web of deception)

We got offline marketing codes such as “no manipulation” and “no lies,” but in the realm of internet, where the technology is more flexible, rules are less established, and information is forever borderless, direct interpretation of offline codes just could not work. Unless we start doing something about it, (praises to WOMMA for taking action on this), the Internet will only just becomes another place where nothing could be believed ever again…but this begs another question: is it ever believable in the first place?

- CSRone Team

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