Transparency Now!

Last semester I went out on a limb by criticizing the lack of attention paid to bloggers. I’ll respectfully disagree with my current employer this time, in the hopes of clarifying the right way to use social media marketing.

Disclosure has long been an issue for PR professionals. In the social media world, that issue is even more prevalent. If you’re going to speak on someone’s behalf, people want to know who you are and who’s paying your bills.

Monday, my boss had me post answers to questions on LinkedIn and Yahoo Answers claiming I “found this survey/white paper while researching” when in actuality, I was trying to drive leads to our client’s site.

Am I walking on shaky ground in misleading potential customers that way? I think coming from someone who claimed he isn’t “morally pliable enough to be a journalist,” this is an interesting conundrum. I’ll take away the moral dilemma and looking at the big picture.

Imagine two comments on a blog post or discussion board read:

1. Hey I found this in my research, what a great article! <link>

2. I’m representing a company that will fit your needs perfectly. Here’s a link to some of our content. <link>

I think I’m more likely to click on a link from a representative. Yeah, it doesn’t have that peer-to-peer sharing credibility, but I know I’m not getting spammed, and I respect the complete transparency. Also, I recognize someone who is ready, willing and able to make a meaningful contribution to my life or fulfill my needs and wants.