With Viral Media, It's The People Passing The Links Whose Brand Is At Stake

from the important-to-think-about dept

There's obviously been a big push by companies these days to embrace "viral media" that gets passed around. There's lots of talk about the value of "passed links" or "earned links" within marketing and ad agencies. The idea is that if a friend passes along links to content, that content gets taken a lot more seriously than if it's pushed out there by a brand. But, still, some of these agencies don't quite realize what's at stake. Tim O'Reilly points us to an interesting discussion on this topic by Mike Walsh, where he notes that marketers seem to forget whose brand is at stake when it comes to passing around links. They are, of course, focused on the company who is their client (or employer), but ignore that it's actually the person doing the passing:
Stunning art direction is useless if no one actually watches your ad. In a world of audience networks, people will only forward your content to their friends and followers if it makes them look smarter or cooler by doing so. Their brand, not yours is at stake. You would be surprised how few marketers take that into account and are left wondering when their viral campaigns are socially vaccinated before they get off the ground.
This works in other ways as well. We often write about the fact that advertising is content and content is advertising, such that smart advertising these days is good content. So, we're always interested in awesome examples of this in practice. Yet, we recently received a submission for a video, sent via a marketing agency's IP address, pointing to a cool YouTube video. The video itself was, in fact, cool and has been getting sent around a lot lately. But, the video was actually an ad. At the very end, a brand pops up. I don't mind this at all, because it fits with the recognition that content is advertising. If the marketing agency had sent it in making that point, I might have been interested in posting it. Instead, the marketing agency pretended to be some random guy (hint: we can check your IP address!) who had "just found this totally cool video." It was so transparently fake that it turned me off from the whole campaign (and that particular marketing firm). Passing on links is a reputation play -- and while it can do good for some people, if you're just out there faking it, it can do a lot of harm as well.

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  • icon
    Eric Goldman (profile), 16 Oct 2009 @ 9:30pm

    Don't Leave Us Hanging

    You should name names of the astroturfer!

    reply to this | link to this | view in chronology ]

  • icon
    Killer_Tofu (profile), 19 Oct 2009 @ 7:46am

    Reminds me

    Reminds me of a news bit on TV I saw about four months back. The newscaster was describing an up and coming ad-campaign saying that they were working on a viral video.
    It left me thinking that they do not even know what a viral video is. The content creators nor the news gets to decide if it is viral. The public and those on the net decide. They can only make the ad the best they can and release it. If the people do not care for it, then it will not be viral.

    reply to this | link to this | view in chronology ]

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