Business Networking, Blogging and Discussions
Linking with Transparency
I noticed a blog post today that contained a link to the author's website at the bottom of the post. In case you're wondering about this, I approve of this practice in general.
However, in this particular case, the text containing the link (anchor text) baited the reader to click on it but led to a landing page that was not consistent with the text (in other words, bait and switch).
In the world of social media, consumers of your content expect transparency. Better to be transparent than to maximize your click through rate. Trust is everything in social media.
However, in this particular case, the text containing the link (anchor text) baited the reader to click on it but led to a landing page that was not consistent with the text (in other words, bait and switch).
In the world of social media, consumers of your content expect transparency. Better to be transparent than to maximize your click through rate. Trust is everything in social media.
Tags: blogs, links, transparency
Views: 7
Replies to This Discussion
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Permalink Reply by Gregory Stringer on -
I agree wholeheartedly. This is an unconscionable practice, one which will ultimately lead to the miscreants demise in the land of Social Media. Black hat techniques are never appreciated.
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Permalink Reply by Larry Brauner on -
On this site, I decide which blog posts to feature. When I read a post and have mixed feeling about it, I don't feature it.
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Permalink Reply by Karen Lotter on -
Bait and switch. Smoke and mirrors. There is far too much of this in the world of SEO. I don't know why people think the cyber world is any different from the REAL world. There are no real short cuts. In order to have a sustainable website or online business, you need to work hard. You have to do the basics right and work consistently and hard - just like with any kind of business. But, often people do these things out of ignorance, not malice ...
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Permalink Reply by Larry Brauner on
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Yes, and if weren't for them, moderators would be out of work.
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Permalink Reply by Carol Deckert, Networking Expert on -
It takes time and energy to build trust and one small move can destroy it all! Being transparent is the only way to build your business - at least in my personal opinion!
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Permalink Reply by Larry Brauner on
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There's still a big social media learning curve ahead for most people. Don't you think, Carol? Some may never figure out, and they'll blame the technology.
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Permalink Reply by Carol Deckert, Networking Expert on
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Yes I do agree with that. Technology is the "easiest" to blame - good grief, it could never be the person! LOL!
Larry Brauner said:There's still a big social media learning curve ahead for most people. Don't you think, Carol? Some may never figure out, and they'll blame the technology.
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Permalink Reply by Larry Brauner on
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About a year ago, I wrote 8 Great Choices for SPAM Free Promotion.
At a later date, I wrote Anti-Social Media Marketing.
I think that most people don't realize that these articles are addressing them.
A neighbor of mine friended me on Facebook. He kept posting his ad on my wall, so I unfriended him. That didn't stop him. He figured out that he could fan my business page and post his ad there, so I had to ban him.
Next time I saw him, I asked why he kept spamming me. "Spamming?" he asked. "What spamming? I was just advertising." LOL
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Permalink Reply by Robbie Schlosser on -
This discussion about transparency is getting interesting -- I sense the wagons are circling around a question of ethics. I'm pretty new to this world of social media, so maybe I missed seeing it. Is there a widely accepted code of "right vs wrong"? Some general agreement that commands, say, "Thou Shalt Be Transparent". Or are we simply adapting the fairness rules we were taught when we learned to play nice in elementary school?
Doctors, lawyers, plumbers, electricians, even teachers are trained and pass qualifying exams before practicing. Who certifies the ethics of all these social media consultants we see appearing overnight, with their seminars and webinars? Who guides the ethics of what their students learn? God help us, is it really the wild west out there?
Like with professional Economists who agree to disagree, when social media experts disagree, where do the rest of us turn for the "best practices"? Politically, the Liberals and the Conservatives advocate different ways to manage the nation's economy, but surely everyone must agree that there is only one "best way" to obey, say, traffic regulations. And isn't managing social media for the benefit of our community similar to "go on green" and "stop on red"?
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Permalink Reply by Larry Brauner on
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I wonder if perhaps the demand for transparency is more sociological than ethical. After all, haven't people always valued transparency? What's different now?
The thing is that lack of transparency is more obvious in the social media. Much more is out in the open, and sliminess is more readily apparent.
If social media marketing is based on building trust, then lack of transparency is doomed to fail. That's why I believe that transparency isn't primarily an ethical issue.
In addition, bait and switch linking is outright annoying.
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Permalink Reply by Julie Weishaar on -
I agree 100% Larry. Being sneaky is only going to hurt one's reputation both in their professional lives and in their personal lives. BTW - your neighbor is an idiot :)
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Permalink Reply by Larry Brauner on
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I've got new for you, Julie. My neighbor is just a caricature of many of the spammers out there.
The Small Business Network is hosted by Larry Brauner of Online Social Networking and Social Media Director at Gevril Group. Read Larry's articles on business networking and Ning networking.
Gevril and Haurex Italia dinner during Baselworld in March 2011 with Larry in the background.
Baselworld 2012 March 8-15.
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