WOMMA, the Word of Mouth Marketing Association, lead by Andy Sernovitz, has just released a guidebook offering 10 principles on how to deal with bloggers from a marketing point of view.
- I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
- I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
- I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
- I will never ask bloggers to lie for me.
- I will use extreme care when communicating with minors or blogs intended to be read by minors.
- I will not manipulate advertising or affiliate programs to impact blogger income.
- I will not use automated systems for posting comments or distributing information.
- I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
- I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
- If bloggers write about products I send them, I will proactively ask them to disclose the products’ source.
What it means: As more and more people try to “game” the system to get online word-of-mouth exposure through blogs, this comes at the right time. But WOMMA says it better than me: “Remember: Consumers come first, honesty isn’t optional, and deception is always exposed.”