Prompted in part by the Lonelygirl15 thing, WOMMA is starting up a new task force on the issue of disclosure in viral video and social media. The goal is to work out industry standards for marketer activity in this space, and they've issued a call for comments; you can find it here. Here's the issue, as outlined by WOMMA:
"Video sharing platforms, social networking sites and blogging tools are increasingly enabling real and trusted conversations between consumers -- and marketers are moving aggressively to become part of that conversation.
By its nature, "social media” is assumed to emanate from consumers who are unaffiliated with marketers. These communication channels also rely on deeply trusted relationships among consumers. Therefore, marketers must exert special care and attention when using this media to prevent any possibility of confusion or deception. Consumers must get enough information to understand what they are seeing and where it came from."
Continuing on, here's the key item, as it refers to lonelygirl type campaigns:
"Creative Expression Protection: How do we protect creativity and maximize entertainment? Mystery, building anticipation and teasing outcomes are positive forms of communication arts. What forms of disclosure protect the creative process and the entertainment outcome?"
Hmm. That is a tough one. I guess it depends on when and how you reveal... something lonelygirl seems to have botched. Or is that all part of the plan, 'cuz she's actually a clue in an Alternate Reality Game? See wikipedia on that...
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