WOMMA Ethics Code

Hello!

I would like to start this evening’s blog with a statement and question:

Do the right thing…What does this really mean?

The right thing is not always clear and obvious but WOMMA (word of mouth marketing association) is committed to defining this can be ambiguous word “right” and creating guidelines around it. For example, WOMMA’s central mission is to create an environment of trust between consumers and marketers.

WOMMA’s core values include: Trust, Integrity, Respect, Honesty, Responsibility, and Privacy. However, even though trust is part of WOMMA’s central mission, is trust really the most important ethics code? This is not an easy yes or no answer and subject to interpretation. All of WOMMA’s ethics codes are important and necessary but in my opinion, I believe honesty to be the most important.

According to WOMMA, honesty involves consumers being free to form their own opinions and share them in their own words. Basically, consumers have the right to say what they want. This particular ethics code reminds me of the first amendment in our Constitution, Freedom of Speech. It is important for consumer to be able to express their honest opinion without marketers manipulating or falsifying what they said. It is important to hear both sides of the story whether it is positive or negative feedback. Furthermore, it is important to provide factual and honest information to the consumers.

The foundation to word of mouth marketing is real people talking to real people. Word of mouth is a dialog. If honesty is cut out of the equation, the dialogue is no longer natural. If honesty is cut out of the equation, the dialogue is no longer a conversation. Without honesty, word of mouth becomes a forced speech. Therefore, honesty is important because it allows consumers to communicate and form their own opinions. It allows consumers to actively participate in the market and most of all it gives consumers a voice.

Until Next Week,

Connie Rae