continued from part one, this article will be published in 10 instalments
eight: openness, transparency and disclosure
The collaborative web does not agree with closed circles. Collaboration implies transparency. Corporate speak is not allowed and online advertising is not of the essence of social media either. If you forget about this basic rule, at best visitors will be indifferent, and at worse they will be very critical. You have to avoid creating fake blogs (aka flogs) at all cost. Fake posts and reviews also have to be avoided and all other attempts at cheating with your users and visitors. There are many chances that you will be uncovered rapidly and that retaliations will be extreme (see the example of the website for the Sony PSP Playstation at Christmas 2006). Since October 2009, the FTC has made this practice illegal. In certain European countries it has always been illegal. In other words “infiltrating” social media is purely and simply out of the question. Check the SMBC disclosure page for details.
to be continued…