"Original sin" and outlet of Word-of-mouth marketing

The term original sin (Original sin) comes from the Christian legend, which refers to the "crime" that is born and washed away by man. The Bible says: Man has two kinds of sins--original sin and this crime, original sin is the crime and evil root that the ancestor commit sin, this crime is each person's crime in this life.

A few years ago, the media on the hot talk about some private enterprises "original sin" discussion, today's "Word-of-mouth marketing" seems to be set on the "Original Sin" hat.

In fact, whether traditional media, or new media, "credibility" is the media's largest brand assets. In order to maintain the "credibility", traditional newspaper advertising is "strict" to distinguish between advertising and content, if it is "soft text advertising", must be four weeks for the black box to distinguish, to avoid misleading the public; this year's Baidu problem, leading to a collapse in share prices, because Baidu confused the "soft ads" and the normal content of information, misleading the public. Of course, lax management, leading to the emergence of soft ads false medical advertising problems, is the direct fuse of this crisis.

Looking back at today's "Word-of-mouth marketing", enterprises or public relations companies in the guise of "netizens" identity, in the Forum or blog irrigation, the dissemination of positive information enterprises, and even malicious attacks against competitors, this is a clear violation of business ethics "bad" behavior. It is said that Western law is not allowed. This is why the banner network under the pressure of public opinion, transformation announced the "social media word-of-mouth Marketing" to promote the public identity and communication with netizens; and a blog community like Blogbus is beginning to try to share the experience with the "Product free experience" approach.

In the end "Word-of-mouth marketing" what should be done in line with the "Business ethics"? Very simply, "public identity." For example, establish an open corporate blog or business forum to communicate openly with the public. For example, the National investment Bank opened a community forum on the official website to attract netizens to register and participate in the activities by organizing activities such as "sharing happiness, the country investing in the wonderful activities of the Swiss banking community".

In addition, such as the CIC emphasis on "listening, understanding, melting", the reputation of the emphasis of "BBSN Enterprise network reputation Management", through the network culture and consumer insights, for enterprises to carry out marketing activities to provide a strategic support, Enterprises to integrate their marketing activities into the 2.0 community context, to obtain the identity of netizens and affinity, so as to establish a good corporate brand image.

From: The reputation of the network reputation Management advisory body