With the rise of social media sites and services (Myspace, Facebook, Twitter, and so on), a whole new field of “Social Marketing Expert” has been created. Aside from the obvious fact that it’s hard to be a credible expert in a relatively new domain, the silliness of some of these “experts” is laughable.

By far the best of this bunch are those who have been discredited elsewhere and are hoping that their bankrupt strategies can somehow find new life in a new medium. It may be true that “the medium is the message”, but sometimes the message sucks universally and thus transcends all media.

The prime example here is “word of mouth” marketers. These aren’t the people who say, quite correctly, that word of mouth is the most powerful form of marketing communication anyone can get, but those who figure that somehow word of mouth is a tool, something that can be created out of thin air.

Surely manufactured word of mouth has been sufficiently discredited that we don’t have to bear through more ill-advised campaigns in the social media space. Is there anyone still doing the “paid shill” scam, where people are paid to go into public spaces and talk up specific products? Have sufficient bloggers been roasted over online flames for accepting money in exchange for talking up products? Apparently not.

So get ready for a (hopefully brief) onslaught of bull masquerading as recommendations. It will be easy to spot, let’s take a look at a quick example:

Slimeball:Good morning.
You:Good morning Slimeball, what’s the weather like over there?
Slimeball:Pretty good, it’s a great day for DumbProduct!
You:So, it’s warm and sunny or something?
Slimeball:Actually it’s raining quite heavily, perfect for DumbProduct.
You:I see, and how are the kids?
Slimeball:They’re happy, thanks to DumbProduct.
You:Just hold on a second while I block you and write a negative blog post about DumbProduct’s unethical marketing techniques.

Bottom line: if you’re a marketer don’t do this. Just don’t. Build genuine word of mouth by delivering a great product and providing great service. Encourage your customers to talk about you, but please, never cross the line and start trying to pay for it. No good can come from this.