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An NGO hopes promotion through social media can be more open, by providing information on social media users affiliated with the brand being promoted.
LONDON - NGOs that fight for fair trade and without the monopoly, the Office of Fair Trading (OFT), hoping for promotion through various social media can be more open. You do this by providing information about the relationship or affiliation of social media users with the brand being promoted.
Social media is no longer separated from everyday life. In fact, now use social media like Facebook, Twitter, and various blog services are no longer used as a forum of expression and sharing of information but also as a means of promoting a product.
However, the OFT noted, many promotions are done through social media covertly. Recently OFT investigation of the public relations firm Handpicked Media is known to pay a blogger to write the promotion of their clients. Blogger or Twitter users are made by a particular company or brand in a covert campaign to spread commonly referred to as an influencer.
OFT insisted, according to the rules of fair trading, advertising and online marketing that does not include information in its promotional comments are actions 'misleading'.
"That includes comments about the services and products in the blog and microblogging like Twitter," the OFT statement quoted by the Guardian on Monday (1/10/2011).
Twitter has indeed become a promising promotional media. Celebrities such as rapper Snoop Dogg, reality show star Kim Kardashian and actress Liz Hurley can get thousands of dollars thanks to their endorsement of action through the microblogging site that allegedly has more than 190 million users.
Media commentator, Mark Borkowski, stated, "Promoting the use of celebrities has been done in tobacco advertising in the era of the 1900s. What we see today is the change in medium (promotion). Twitter is a very powerful medium."
However, Borkowski stressed, this campaign should be conducted fairly. "If all people are open, then the promotion as it is okay to do. The problem will arise when someone makes a veiled endorsement," he explained.
By sari, okezone.com, Updated: 1/10/2011 1:49 AM
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