My MBA dissertation was about Word-of-Mouth marketing in technology, so I was interested to see how the Word of Mouth Marketing Association (WOMMA) is dealing with the influence of social media in their updated guidelines. Although their recommendations are aimed at US consumption, there are similarities to policies introduced by other organisations.

In particular, WOMMA is very keen on disclosure, recommending that incentivised twitter cmapaings include hastags such as "#spon," "#paid" or "#samp". In the UK, the IAB/ISBA Guidelines mention only "#ad".

For more information, I’d recommend the Marketing Law blog post on the WOMMA guidelines update.

Author

  • Mike Maynard

    In 2001 Mike acquired Napier with Suzy Kenyon. Since that time he has directed major PR and marketing programmes for a wide range of technology clients. He is actively involved in developing the PR and marketing industries, and is Chair of the PRCA B2B Group, and lectures in PR at Southampton Solent University. Mike offers a unique blend of technical and marketing expertise, and was awarded a Masters Degree in Electronic and Electrical Engineering from the University of Surrey and an MBA from Kingston University.

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Social Media for B2B Marketers Technology and Marketing Legislation