Interesting.
How do I get in touch to discuss further?
Jon
Jon Lafayette | 07.18.06 - 1:27 pm | #

While some WOM tactics can be contrived, astroturfing refers to fictitious organizations created expressly for the purpose of advancing the political, economic or social agenda of an interested party. PR firms have long counsled clients to create such organizations to give the appearance of grassroots, third-party endorsement (and to shield their clients from allegations of influence peddling).

I find the practice insidious and thus support this new movement to expose and eliminate it from the PR toolbox. Minimally, these organizations, if they are real, should have more stringent disclosure requirements.
Peter Himler | Homepage | 07.18.06 - 7:35 am | #

I'll accept that.
Chuck Nyren | 07.17.06 - 10:18 pm | #

Chuck, I think that's a one-way equation only:

All WOM is a form of Astroturf,
Not all Astroturf is a form of WOM.
Ike | Homepage | 07.17.06 - 9:53 pm | #

Astroturf today is called WOM marketing. As if it's something new...
Chuck Nyren | Homepage | 07.17.06 - 3:01 pm | #

The Astroturf analogy is deeper than just "fake grass roots." Those who stumble don't hurt as badly, with a lower injury rate and longer career. Also, real grass regenerates itself, while turf must be manually patched or replaced when exposed.
Ike | Homepage | 07.17.06 - 10:49 am | #