Charlie Tuke-Hastings, Grapevine

Congratulations to the word of mouth marketing association for their excellent draft ethics code, it is no small job to try and represent the variety of activites that are currently classed as word of mouth. For me the most important paragraph is " We never tell consumers what to say. People form their own honest opinions, and they decide what to tell others. We provide information, we empower them to share, and we facilitate the process-- but the fundemental communication must be based on the consumers' personal belief". For me this encapsulates everything that I do in word of mouth marketing. I agree with WOMMA that all ethical marketers should do the same, in the long term if they don't I think that they will cease to exist. There is little room in our ultraconnected world for dishonesty.

http://grapevineagency.blogspot.com/2005/02/word-of-mouth-ethics.html

February 23, 2005

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