Tweeting Transparency
3rd February 2011The recent OFT ruling on endorsed tweets is a step forward in online transparency. Consumers will no longer be marketed to without being made aware of any commercial motivation behind a comment or review.
The very nature of ‘endorsing’ tweets goes against the transparent nature of social media where relationships, especially with brands, are built on honesty, trust and solid communications.
Product placement is nothing new in the PR world – just last month we ran a celebrity placement campaign with the hope that recipients would be papp’d using the product.
So why is it that only the web comments are being targeted? Surely a complimentary dress for the Golden Globes or a free supper in a new restaurant bears just as much sway on consumer opinion.
Perhaps this comes down to the personal nature of social media. A celebrity in the paper seems removed, but reading words directly from an individual creates a belief of ‘knowing’ that person.
The same goes for brands. Consumers get to know a brand by interacting with it online the same way they interact with their friends.
Brand personality is a powerful force and building it can make or break a customer relationship. Communicating this personality online is not something to be dabbled in. It needs consideration because as the OFT ruling illustrates, online consumers engaging with social media channels are very receptive to messages.
