Matt Galloway's Basement includes a very thought-provoking piece today on word-of-mouth ethics. He reinforces my earlier ClickZ piece by noting that "Marketers need to respect the Marketing Commons and work together to preserve it – else the trust threshold will rise again. Because Matt's isn't restricted with an 800 word limit, he actually tees up many more important questions and considerations than I was able to fathom in 800 words. A very important read, I think. This is a very difficult subject, and one marketers face daily, often is very subtle ways. For additional reading, see draft WOMMA ethics code, WOMMA Blog Forum and recent Forrester Report entitled "Word of Mouth Needs Ethics Now."
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