Comments on: Word of my mouth http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/ by Jeff Jarvis Fri, 10 Feb 2012 09:28:45 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Robert Feinman http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-196174 Robert Feinman Mon, 13 Nov 2006 19:24:59 +0000 http://www.buzzmachine.com/?p=2176#comment-196174 Of the three types of advertising two are basically dishonest: 1. Alert people to a new product 2. Compare one's product to another's 3. Persuade people to buy something they really don't need Items 2 and 3 rely on false comparisons (20% brighter), fear (helps prevent halitosis) or envy (most car ads). The same is true of the PR industry. A typical release, say from the beer can industry, will tout the number of cans recycled, but neglects to state that this is still a small fraction of the total sold. The creation of astro-turf organizations and "think-tanks" sponsored by (hidden) wealthy interests which purport to put out impartial "research" are all part of the same disinformation milieu we live in. So, having fake blogs seems to me just business as usual in a new form. This past week it was revealed that the new digital Leica camera (~$5000) has several defects which were covered up by several well known "independent" review sites. In this case getting the equipment early for review (or perhaps at a good price) was enough to compromise the reviewer's impartiality. What is someone to do who is selling a new toothpaste? Say it's the same as all the old ones, but please buy it anyway? How about when trying to promote a basically harmful product or idea (cigarettes or privatizing social security)? It is impossible to tell the truth and do one's job in these cases. I don't think we can expect those in the BS industries to embrace transparency, it is up to the public to uncover deception and call them on it. Perhaps the internet will make this easier. User product reviews are starting to have an effect as Jeff's experiences with Dell illustrate. Of the three types of advertising two are basically dishonest:
1. Alert people to a new product
2. Compare one’s product to another’s
3. Persuade people to buy something they really don’t need

Items 2 and 3 rely on false comparisons (20% brighter), fear (helps prevent halitosis) or envy (most car ads). The same is true of the PR industry. A typical release, say from the beer can industry, will tout the number of cans recycled, but neglects to state that this is still a small fraction of the total sold.

The creation of astro-turf organizations and “think-tanks” sponsored by (hidden) wealthy interests which purport to put out impartial “research” are all part of the same disinformation milieu we live in.

So, having fake blogs seems to me just business as usual in a new form. This past week it was revealed that the new digital Leica camera (~$5000) has several defects which were covered up by several well known “independent” review sites. In this case getting the equipment early for review (or perhaps at a good price) was enough to compromise the reviewer’s impartiality.

What is someone to do who is selling a new toothpaste? Say it’s the same as all the old ones, but please buy it anyway?

How about when trying to promote a basically harmful product or idea (cigarettes or privatizing social security)? It is impossible to tell the truth and do one’s job in these cases.

I don’t think we can expect those in the BS industries to embrace transparency, it is up to the public to uncover deception and call them on it. Perhaps the internet will make this easier. User product reviews are starting to have an effect as Jeff’s experiences with Dell illustrate.

]]> By: krucoff http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-195840 krucoff Mon, 13 Nov 2006 14:17:02 +0000 http://www.buzzmachine.com/?p=2176#comment-195840 I got a little behind in my blog reading last week so I'm just getting to this. I don't have anything to add except my admiration for a great post that I could not agree more with. Word. Mouth. Foot off, WOMMA. I got a little behind in my blog reading last week so I’m just getting to this. I don’t have anything to add except my admiration for a great post that I could not agree more with. Word. Mouth. Foot off, WOMMA.

]]> By: Jerry Kolber http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-194728 Jerry Kolber Sun, 12 Nov 2006 16:57:06 +0000 http://www.buzzmachine.com/?p=2176#comment-194728 Jeff, This is a great post about an issue that has dramatic implications for advertisers, media, and how we as media creators function within this system. I am a producer of television shows (some of which you've probably seen) and I've been witnessing a trend towards more inclusion of advertisements within the shows I produce (in a form that goes beyond product integration, but that's a longer conversation). In a way this sudden trend towards more adverister "sponsored" media and away from the 30-second spot is liberating, for a number of reasons, including a greater level of honesty and communication with consumers. It is my hope (and intention) to identify ways to work with companies that make positive contributions to the community as partners in media creation. If more people think this way, we would see a radical shift in the level of consciousness in how we think about consumption, make decisions about consumption, and ultimately about how and how much we consume. Jeff, This is a great post about an issue that has dramatic implications for advertisers, media, and how we as media creators function within this system. I am a producer of television shows (some of which you’ve probably seen) and I’ve been witnessing a trend towards more inclusion of advertisements within the shows I produce (in a form that goes beyond product integration, but that’s a longer conversation). In a way this sudden trend towards more adverister “sponsored” media and away from the 30-second spot is liberating, for a number of reasons, including a greater level of honesty and communication with consumers. It is my hope (and intention) to identify ways to work with companies that make positive contributions to the community as partners in media creation. If more people think this way, we would see a radical shift in the level of consciousness in how we think about consumption, make decisions about consumption, and ultimately about how and how much we consume.

]]> By: Do Advertisers Get What They Pay For? | JerryKolber.com http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-194639 Do Advertisers Get What They Pay For? | JerryKolber.com Sun, 12 Nov 2006 15:28:24 +0000 http://www.buzzmachine.com/?p=2176#comment-194639 [...] Jeff Jarvis writes at BuzzMachine.com about word of mouth [...] [...] Jeff Jarvis writes at BuzzMachine.com about word of mouth [...]

]]> By: Is ReviewMe Morally Superior to PayPerPost? Not Exactly - from The Zero Boss by Jay Andrew Allen http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-192602 Is ReviewMe Morally Superior to PayPerPost? Not Exactly - from The Zero Boss by Jay Andrew Allen Sat, 11 Nov 2006 07:47:24 +0000 http://www.buzzmachine.com/?p=2176#comment-192602 [...] But ultimately, I refused this offer because I agree with Jeff Jarvis: you can’t buy our buzz. If your product kicks ass, that alone should be enough reason for a talented blogger to write about it. I’ll be damned if I’m going to put off writing about something I’m passionate about because I’m too busy counting the cash for my latest post. [...] [...] But ultimately, I refused this offer because I agree with Jeff Jarvis: you can’t buy our buzz. If your product kicks ass, that alone should be enough reason for a talented blogger to write about it. I’ll be damned if I’m going to put off writing about something I’m passionate about because I’m too busy counting the cash for my latest post. [...]

]]> By: NBN - Nothing But Net » digg, knowmore, word of my mouth http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-191744 NBN - Nothing But Net » digg, knowmore, word of my mouth Fri, 10 Nov 2006 14:39:23 +0000 http://www.buzzmachine.com/?p=2176#comment-191744 [...] BuzzMachine » Word of my mouth： That’s why I object to the notion that there can be a word-of-mouth industry. It’s our mouth and please don’t try to put words in it. digg, marketing, wiki Posted in marketing, wiki | | November 10th, 2006 | Print [...] [...] BuzzMachine » Word of my mouth： That’s why I object to the notion that there can be a word-of-mouth industry. It’s our mouth and please don’t try to put words in it. digg, marketing, wiki Posted in marketing, wiki | | November 10th, 2006 | Print [...]

]]> By: Anne 2.0 » Blog Archive » links for 2006-11-09 http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-190889 Anne 2.0 » Blog Archive » links for 2006-11-09 Thu, 09 Nov 2006 23:46:40 +0000 http://www.buzzmachine.com/?p=2176#comment-190889 [...] BuzzMachine » Blog Archive » Word of my mouth “You cannot buy our word of mouth. It’s ours. You cannot buy buzz. You have to earn it. The only way to get either is to create a good product or service and to treat your customers with respect….” (tags: pr marketing buzz media web2.0) [...] [...] BuzzMachine » Blog Archive » Word of my mouth “You cannot buy our word of mouth. It’s ours. You cannot buy buzz. You have to earn it. The only way to get either is to create a good product or service and to treat your customers with respect….” (tags: pr marketing buzz media web2.0) [...]

]]> By: The Writing On The Wal » Blog Archive » Krempasky Strikes Out for Wal-Mart http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-190654 The Writing On The Wal » Blog Archive » Krempasky Strikes Out for Wal-Mart Thu, 09 Nov 2006 19:55:57 +0000 http://www.buzzmachine.com/?p=2176#comment-190654 [...] UPDATE: I took Roberts advice and visited Jeff Jarvis’ blog BuzzMachine. Here is what I got: You cannot buy our word of mouth. It’s ours. You cannot buy buzz. You have to earn it. The only way to get either is to create a good product or service and to treat your customers with respect by listening to and being open and honest with them. [...] [...] UPDATE: I took Roberts advice and visited Jeff Jarvis’ blog BuzzMachine. Here is what I got: You cannot buy our word of mouth. It’s ours. You cannot buy buzz. You have to earn it. The only way to get either is to create a good product or service and to treat your customers with respect by listening to and being open and honest with them. [...]

]]> By: Web 2.0 Television » Censorship, Media Suppression and Not Taking The Bait, Plus Choosing Your News and More Good Links http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-190647 Web 2.0 Television » Censorship, Media Suppression and Not Taking The Bait, Plus Choosing Your News and More Good Links Thu, 09 Nov 2006 19:51:16 +0000 http://www.buzzmachine.com/?p=2176#comment-190647 [...] And on a you-can't-buy-our-voice rather than a stop-silencing-us note, Mr. BuzzMachine (Jeff Jarvis) offers his rationale for refusing "to be the guy to deliver 40 lashes to Richard Edelman after his PR firm’s Wal-Mart blogging fiasco": You cannot buy our word of mouth. It’s ours. You cannot buy buzz. You have to earn it. The only way to get either is to create a good product or service and to treat your customers with respect by listening to and being open and honest with them. [...] [...] And on a you-can't-buy-our-voice rather than a stop-silencing-us note, Mr. BuzzMachine (Jeff Jarvis) offers his rationale for refusing "to be the guy to deliver 40 lashes to Richard Edelman after his PR firm’s Wal-Mart blogging fiasco": You cannot buy our word of mouth. It’s ours. You cannot buy buzz. You have to earn it. The only way to get either is to create a good product or service and to treat your customers with respect by listening to and being open and honest with them. [...]

]]> By: Teresa Valdez Klein http://www.buzzmachine.com/2006/11/09/word-of-my-mouth/#comment-190634 Teresa Valdez Klein Thu, 09 Nov 2006 19:38:33 +0000 http://www.buzzmachine.com/?p=2176#comment-190634 You present one of the best arguments against buzz/WoM marketing I've heard to date. Essentially, you're right. The best buzz is the kind that you get organically from creating a great product and having an authentic conversation with your audience. In the best possible world, that would be the only scenario. But we don't live in the best possible world. Companies will always want to "manipulate" the system, and they will always try. The great thing about the blogosphere (and its associated media) is that it's less vulnerable to manipulation because it's a two-way conversation that values critical thinking like never before. As I argued to Jason Calacanis, I think there's some room here to establish some best practices around the commercial side of the "Web 2.0" media. You present one of the best arguments against buzz/WoM marketing I’ve heard to date. Essentially, you’re right. The best buzz is the kind that you get organically from creating a great product and having an authentic conversation with your audience. In the best possible world, that would be the only scenario.

But we don’t live in the best possible world. Companies will always want to “manipulate” the system, and they will always try. The great thing about the blogosphere (and its associated media) is that it’s less vulnerable to manipulation because it’s a two-way conversation that values critical thinking like never before.

As I argued to Jason Calacanis, I think there’s some room here to establish some best practices around the commercial side of the “Web 2.0″ media.

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