06
2007
Astroturfing on the Dark Side of the Moon
Thanks to Toby Bloomberg for helping me refine this entry on a very thorny topic…
Astroturfing is a slang term for false PR or fake social media in the blogosphere. No PR or marketing person wants to be dubbed an astroturfer. Wikipedia (not normally a great source) dubs astroturfing as, “formal public relations campaigns in politics and advertising that seek to create the impression of being spontaneous, grassroots behavior.”
Compared to this definition, astroturfing in the blogosphere can be considered three shades slimier. Much of the ethical bantering in the marketing and PR blogosphere tends to revolve around astroturfing or corporate social media-related incidents. And these incidents tend to have a mushroom cloud hovering above them.
Consider these most recent “blogodramas:”
Yet, while we discuss these ethical issues in serious fashion (because how our profession conducts itself professionally in the blogosphere matters to us) no one on the outside world really seems to care. On a recent trip to Canada, I asked twenty people about their opinion on these matters… No one — not one — had heard a thing about any of these three blogodramas.
For all intents and purposes these matters may as well have happened on the Dark Side of the Moon. But these discussions are important. Why? Because like it or not, professional social media initiatives are here to stay. As social media matures, it’s up to us to encourage ethical behavior.
The New Moon Walkers: Corporate America
Blogodramas invariably involve corporations or consultants helping corporations (e.g. Edelman & Walmart). As corporations have finally recognized the need to engage in social media, we are seeing more business efforts in the blogosphere… the next wave in blogging. By their very nature one must wonder if any corporate driven social media initiative can avoid the term “astroturfing,” because in the end they are truly funded marketing campaigns. Does this mean we are all astroturfers from an ethical perspective?
I don’t profess to have the answers. Astroturfing is a very subjective label, and in my mind it comes down to transparency and honesty… When an initiative is caught red-handed misrepresenting the situation it’s astroturfing. When something is honestly and factually presented, then it’s just corporate social media. To slam these initiatives as “false” and unethical would be a misappropriation of angst towards corporate America (a very serious issue in its own right).
Most of the dominant blogging ethos seems to be centered on the first generation of blogging and social media initiatives, primarily those created by individuals. These ethics are demanding, yet principled, forcing honesty, transparent and value-driven communications from corporations.
First generation blogging ethics are increasingly challenged by the overwhelming new wave of corporate social media initiatives. Ike Piggot wrote an excellent discussion of this fine line, and provided an interesting graph which demonstrates the blurred world of corporate social media. Companies that seem to play by the rules tend to be embraced by the community. They have successfully bridged into social media PR.
But then there are the mistakes or flat-out dishonest initiatives (Whole Foods). And mistakes usually involve breaches of transparency or false advocacy, turning corporate social media initiatives into astroturf or paid-for review/advertising. Enter blogodramas.
Blogodramas
Unfortunately, mistakes turn into punishing criticisms that are blown into villifying moments. Ragan Communications Journalist David Murray’s criticism of Debbie Weil’s alli blog comment request was the perfect example (disclosure: I commented as a favor to Debbie).
In my opinion, Debbie’s request was meant to help her client, not meant to deceive alli blog readers, but to encourage them. Was it a mistake? Yes, it probably was. But I didn’t catch it either.
Was it worthy of the kind of intense public blogodrama Debbie received? Absolutely not, nor should it be considered astroturfing. She was flat out forthright about what she was trying to achieve. Some of the criticisms crossed the line, calling Debbie a “Social Media Profiteer.” Frankly, Debbie’s done more to help companies embrace social media the right way than most. A little slack is in order. Unfortunately, her success has probably made her a target.
Hypothetically speaking, could one go so far to say that Shel Isreal’s public disclosure of SAP’s best practices is yet another example of social media astroturfing? No. Shel’s probably the most forthright, transparent marketing mind out there. Yes, SAP is getting great exposure as a social media leader on one of the Naked Conversations co-author blogs. But in my opinion, Shel’s doing us all a significant public service by sharing this great information. More marketers should share case studies and best practices.
All in all, it’s just frightening how an undefined and evolving code of ethics seems to whiplash so quickly out here on the “dark side of the moon.” In fact, it’s surreal sometimes. The only defense seems to be a brutal sense of honesty/transparency, a listening approach to negative feedback, and then a quick admission of error with a prompt amends — in justified situations. Even then an honest mistake can blow up.
Consider Jenifer Laycock’s experience with BentoBox. She says, “The bad news is, no matter how carefully you tread, no matter how genuine your involvement is, you may find yourself getting slammed by the very audience you are trying to reach.” Jennifer’s post has some great tips on how to weather blogodramas.
Moving Forward
Blogosphere ethics are fluid and evolving. The reality is that we must do our very best by centering on principles rather outcomes. One can only hope we will be held to a human standard. When our best is not enough, we just have to roll with it and adapt to the correct ethics.
My company’s approach to social media PR services are open, honest and transparent. Whenever we speak or do something for a client, we insist on disclosing ourselves as a supporting PR firm. Further, we push our clients hard to deliver content and activity that centers around participation and creating value for readers, not selling junk. Using Ike’s chart, I believe we to fall into the realm of social media PR.
At the same time, we do not claim to be zen masters of ethics. We simply try to do the next right thing. In this environment, it’s fair to say that our services will likely evolve to meet the changing world of social media ethics.
Pownce : Note From geoffliving Says:
August 6th, 2007 at 7:53 am
Suzanne Says:
August 6th, 2007 at 9:18 am
Hi Geoff, just wondering how I can get in touch with you by email. Thanks!
Susan Getgood Says:
August 6th, 2007 at 9:32 am
I do agree that we have a tendency to create blogodrama where none need exist — the alli and nikon things being reasonable examples.
The Mackey thing is much larger, and I do think people outside our little bubble are aware of it, as it has far more serious implications. It isn’t going to blow over the way I expect the other things will or have.
However, it is largely a US thing, perhaps why folks in Canada hadn’t heard of it. At BlogHer last week during the unconference it came up (along with lots of other topics) during a convo about social media. Everyone at the lunch table except one woman, a Canadian, was aware of the situation. Whole Foods just not part of her universe.
Astroturfing implies as intent to deceive, which is far different than campaigns we might not agree with or that are poorly executed.
Geoff Livingston Says:
August 6th, 2007 at 10:07 am
Yes, I agree, Susan. Out of the three cited, only Whole Foods is a true Astroturfing incident. And Mackey should be canned for what he did. Unfortunately, he continues to remain in his position hurting a great brand with his continued presence. And the public hasn’t done enough to complain.
Suzanne, I’ll contact you directly, but my email is geoff [at] livingstonbuzz [dot] com. I don’t publish it because of the extraordinary amount of spam I already get via this blog. Much obliged.
Michael Rubin, Arment Dietrich Says:
August 6th, 2007 at 10:23 am
Geoff,
I also posted a comment in support of Debbie. I have a feeling that some of the “outrage” stemmed from good old-fashioned jealousy on the part of some of the commenters. After all, it’s easy to tell someone they’re doing something wrong without actually having to get their own hands dirty in the process.
Regarding Mackey and some of the other social media ethics situations that have come up, I continually refer people back to the Code of Ethics released by the Word of Mouth Marketing Association. It’s really simple … just follow the Honesty ROI:
* Honesty of Relationship: You say who you’re speaking for
* Honesty of Opinion: You say what you believe
* Honesty of Identity: You never obscure your identity
http://www.womma.org/ethics
Disclaimer: I used to work for WOMMA and helped draft a follow-up blogger relations code of conduct.
Cheers,
Michael
—-
Michael E. Rubin
Manager of Emerging Media
Arment Dietrich, Inc.
Call me — 312-787-7249 x212
Tell a friend — fight destructive spin! http:///www.spinsucks.com
See what I’m up to — http://twitter.com/merubin
See a picture of an orangutan — http://tinyurl.com/yosceb
shel israel Says:
August 6th, 2007 at 10:44 am
Actually, the term “astroturfing” began in the Nixon White House, where Charles Colson created a network of people who would respond in grassroots fashion to negative media coverage of Nixon. Editors would get calls and letters from all over the country. The term astroturf refers to something that looks natural but is not.
In the world of blogging, where transparency is essential for success, the last thing a PR practitioner should want to be is an astroturfer.
Geoff Livingston Says:
August 6th, 2007 at 11:00 am
Hey, Shel! Great to see you here, and good historical perspective.
Michael, can you put some more contact information into your comments? Seriously, it’s bordering on comment spam. That aside, some very good principles to live by in all realms… social media included. Thanks for dropping by.
Richard Becker Says:
August 6th, 2007 at 2:45 pm
Nice piece; one of your best ever, imo. Do be careful in appreciating that your makeshift focal group may or may not be representative of the bigger community.
The Mackey case, in particular, could have sweeping consequences in the financial community. So while your audience may not have cared, there are plenty of people outside social media who are watching this one. It’s not only a blogdrama, but an SEC/FTC drama.
I cannot say the same about the Alli comments and the Nikon camera campaign. However, I felt and still feel that it was ridiculous to see either put in the ethics column. Neither was an question of ethics when they were popularized. Debbie’s only mistake was that asking for comments may skew future measurements that could lead to mistakes. And from what you wrote, she may have took that under consideration.
I didn’t write about that one, but truth be told … Ragan might consider which side of the fence it wants to be on in terms of publishing and sharing people’s e-mails. That is an ethical question and the answer depends on which side of the fence you are on.
All my best,
Rich
(P.S. No one asked me to make this comment. Silly to say, isn’t it. ;)
brandstorming: Please Slow Down With The Quality Content Says:
August 7th, 2007 at 1:30 pm
Geoff Livingston Says:
August 7th, 2007 at 3:20 pm
A young lady from Canada tried to comment, and unfortunately I punched the wrong moderate button. Please comment again, I promise to post (and please excuse the error). We are exploring a new comment screener that will be automated.
-Geoff
Vera Says:
August 8th, 2007 at 11:04 am
Keep referring to me a young, Geoff, and I’ll keep posting, but now you’re making me test my memory. :)
I found this an excellent post.
Between Jan and Jul of this year I was mostly away, so was catching up on the more recent scenarios (thanks to Rich) when I returned and noticed the following.
When the Edleman/Walmart fiasco happened last year (which I also posted on last fall), it seemed that a majority of top bloggers weighed in and got involved. There did not seem to be quite as much across the board commentary and response to the recent slew of scandals. The question I voiced was whether the louder reaction to W/E was perhaps an indication of respect and affection for Steve Rubel, or whether it represented a higher level of cynicism and fatigue in general developing since last year.
Vera
Goodness Gracious, Susan Delivers a Hot Interview » The Buzz Bin Says:
August 9th, 2007 at 6:40 am
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August 10th, 2007 at 5:01 am
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November 21st, 2007 at 3:44 pm
Brian Whaley Says:
November 23rd, 2007 at 10:54 pm
This is a great article. I have written an article called 20 Bad Ideas - Black Hat SEO Practices, at http://btw73.blogspot.com/2007/11/20-bad-ideas-black-hat-seo-practices.html and linked to this post as a reference. Take a look!
Thanks,
Brian
Now Is Gone » Wikipedia Astroturfing & Reputation Management Says:
January 14th, 2008 at 7:38 am
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Wikipedia envahi par de faux contributeurs « Badbuzz Says:
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