I’m a huge fan of Yuli Ziv and am impressed with how she’s merged fashion with Web 2.0 marketing tactics. Yesterday, she wrote, “How Brands (Ab)use Social Media“. In her post, Yuliz discusses somewhat creepy experiences with Old Navy’s Supermodelquins and their pitiful attempts to “engage” her in her forums.  Yuli’s post is yet another voice asking, “What defines ethical social marketing tactics?”

Should brands create fake personalities to push content in fashion forums? The answer is NO.

Brands shouldn’t become part of a community unless they plan to:

1) Be transparent and openly identify themselves

2) engage the members and

3) contribute something of value to that community.

Transparency brings positive results; retailers can build brand awareness, reconnect with old customers and capture the attention of new ones; ultimately resulting in product sales and more web traffic.

Communities are commitments, just like any marketing effort. So brands (and their agencies) should rid themsleves of the idea that they can pull a “wham, bam, thank you ma’am”  and recieve instant acceptance. Hasn’t anyone learned that dishonesty instantly gets them cast off the island?