Scott Kirsner has a terrific column on whether and when buzz marketing goes over the line.

To me the principle is straightforward: Intentionally giving people extrinsic reasons to hawk your products frays the trust that enables conversation to proceed. It’s worse if the hawkers don’t disclose their extrinsic motivations, but even when they do, this type of buzz marketing makes life just a little bit worse.

Easy to say, but unfortunately hard to apply, as is the case with so many high and mighty principles… [Tags: marketing BuzzMarketing]

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