Blogs, Privacy, and User-generated Content
Blogs
Businesses like Wal-mart, Ruckus, and Sony have created a fake blog for self-interested purposes. Blogs called “Working Families for Wal-mart,” “Paid Critics,” and “Wal-Marting Across America” have been found to be written by employees of a public relations firm, Edelman, of which Wal-mart is a client. Ruckus has even made up a fictional person that was considered an actual human online so that it could attract attention from potential customers. In the efforts of promoting the Sony PSP, a viral marketing firm, Zipatoni, have used flogs to get a buzz. These are only a few among several companies that have been engaging in deceptive internet marketing practices. However, not all companies are using blogs for the sake of monetary gain. CEO of Sun Microsystems, Jonathan Schwartz and vice chairman Bob Lutz of General Motors have taken advantage of this to enter in a dialog with the consumers by being transparent. Other business such as Wells Fargo has a blog about natural disasters, and Verizon has a group blog to discuss relevant policies. Blogs should be managed correctly for the better to function as a face on impersonal institutions through open, two-way, less-than-perfect communications.
Privacy
Personal information can be a tricky issue to deal with especially when it comes to search log data and child protection. Although it was a well intentioned attempt by AOL to reach out to the academic community in developing better retrieval technology, it was removed from the public view because of rise in privacy concerns even with the fact that identification numbers instead of names were used. MySpace have run into a problem with hack codes that allow people to view someone else’s private content, which received criticism that it made access between underage teens and sex offenders vulnerable. Millions of kids under 13 were able to open a Xanga account as it collected personal information from them without parental consent, which is a violation of Children’s Online Privacy Protection Act that was penalized with a million dollars. Snack companies like Hershey Foods and Mrs. Fields Cookies have been fined for obtaining information from kids with no approval by the parents through their websites in which are aimed at children. This shows how common sense is lacking increasingly when it comes to posting private information online, especially by adolescents, so the Federal Trade Commission and child protection groups are monitoring with high surveillance for their safety.
User-generated Content
Viral marketing is one of the latest trends in the adverting industry, but possible fallbacks should be understood since the companies do not have control of user-generated content. Consumers involved in Malibu Caribbean Rum were on bad terms as they claimed that the contest was rigged of which Malibu has denied the charge, yet the public relations agency in charge had distributed information about the event that contradicted the rules that had been posted online. When Chevrolet had allowed people to take its existing video clips and music to create customized commercial, there was circulation of anti-S.U.V. ads. JetBlue, Sony, Chrysler, Mastercard, and Converse have also used this method to reach tech-savvy youngsters who will spread their messages on the internet with a tolerance for mockery.