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VIRAL VIDEO RESPONSE
By now you've probably heard about the controversy surrounding LonelyGirl15 and her YouTube video blogs. It is important to note that this situation isn't actually a word of mouth marketing issue -- there was no marketing involved, after all. Still, it has heightened sensitivities to the always-important issue of disclosure.
Marketers must go above and beyond in order to prevent confusion or deception. Important concepts:
1) WOMMA's rules of open disclosure apply to all businesses using viral video and social networks for marketing purposes.
2) WOMMA supports flexibility in disclosure in order to accommodate creative freedom.
3. The "Honesty of Identity" rule in WOMMA's Ethics Code applies to all situations in which marketers are using media that is normally understood to be consumer-generated.
WOMMA has been quick to respond to the issue and we're on the job:
1) We are forming a Viral Video/Social Networks Disclosure Task Force. Email greg@womma.org to participate.
2) WOMMA will be issuing a formal position paper next week.
3) We have scheduled a teleconference next Wednesday, Sept. 27, at noon EST to bring everyone up to speed on the issue. Dial in at 1-512-225-3050 and enter code 495675# to participate.