As a technology marketer, you may be involved in word of mouth marketing campaigns--conducted through blogs, email, podcasts, and other online forums. Given the usual fast pace and informality in these communications, it is easy to see how the messages and practices can run into ethical problems.
Certainly, common sense and standard principles for ethics in marketing communications and public relations apply to online and word of mouth campaigns. A good summary of ethical principles is presented in the draft code of ethics from the Word of Mouth Marketing Association (WOMMA). PR Week reported in its November 13, 2006 issue that Dell has become the largest company to formally adopt this code. You can read and comment on it at:
Are there other ethical considerations for technology marketers and copywriters who develop online content or contribute to online blogs and discussions? Present your ideas in a comment on this entry.