Call me old fashioned, but I agree with Godin’s purple cow thesis: the right way to capture attention, mindshare, word-of-mouth, buzz, and links is by having a remarkable product or service.
Kudos for the FTC stepping in to regulate word-of-mouth advertising. When someone is paid to promote a product, they have a ethical obligation to disclose that payment — and now they will have a legal obligation as well.
Earlier this month, the Word Of Mouth Marketing Association released draft ethics guidelines for marketers interating with the blogosphere.
Can Word Of Mouth Marketing be done well and done honestly?