Here is how your brand gets busted for an unethical and/or illegal stealth marketing campaign:
1. You ask your agency about this “pay per post stuff” you’ve heard about.
2. They have no idea what to do, so they go out and find someone selling it. But they don’t tell you that they don’t know what to do.
We have a client that we are looking to get placement in many online outlets. Our client called it pay per blogging but in general I think most of the placement was in forums.
3. They don’t know that it’s inappropriate, so you get what you asked for.
Do you know that it’s illegal and unethical? Why are you taking that work from clients if you’ve never done this sort of thing before? — Andy
4. Your brand gets busted. You get fired.
What to watch out for: If your agency hasn’t already given you training in social media ethics, then you have a bad/incompetent social media agency. Find a new one.