In addition to “social media experts”, we find “viral marketing specialists” who use misleading techniques that result in damaging the brand. We are talking about activities such as:

• Sending positive messages about a brand in a blog without making it clear that they have been paid by the advertiser
   
• Using “buzz marketing specialists” without disclosing that these people are brand ambassadors
   
• Purchasing email lists to spam

Beware these agencies and viral marketing “experts”.

Something misleading is at the end irritating and anti-Internet. Dishonest trickery is yesterday’s game.

The right campaign is about being authentic. As David Meerman Scott teaches, it is about creating valuable content that spreads because people want to share it.