10 Must-Haves for Your Social Media Policy

Thanks Mashable for this very useful appraoch to social media strategy:

10 Must-Haves for Your Social Media Policy

June 2nd, 2009 | by Sharlyn Lauby11 Comments

Sharlyn Lauby is the president of Internal Talent Management (ITM) which specializes in employee training and human resources consulting. She authors a blog at hrbartender.com.

A few weeks ago, I wrote that your organization should have a social media policy, and one of the things I heard among all the great comments was: “Okay, but what should it say?”

There are generally two approaches to social media policy making. Some organizations handle social media in an evolutionary way. Chad Houghton, the director of e-media and business development at the Society for Human Resource Management, told me that he thinks, “it might be beneficial not to create some arbitrary rules without first seeing where the opportunities and risks really are.”

Other organizations, meanwhile, feel more comfortable establishing a clear policy from the outset. IBM, for example, has published their social media guidelines publicly for anyone to read. It’s a great policy, though rather long.

Whether you’re writing your social media policy from the get-go, or letting it develop organically in reaction to situations as they arise, here are 10 things you should definitely consider. These 10 tips will help you steer clear of pitfalls and allow you to focus on what’s important: engaging the customer.

---

1. Introduce the purpose of social media

---

All policies need to address what’s in it for the reader/user — what should the reader take away after reading the policy? One of the common themes I kept coming across in introductions to social media policies is the idea that the policy should focus on the things that employees cancan’t do. For those of us who have experience writing policies, this is a real paradigm shift. rather than what they

But that’s the spirit of social media — it’s all about leveraging the positive. And that needs to be evident in the policy. Houghton agrees, “The old way of doing things is to create an unnecessarily restrictive model of engagement that prevents companies from leveraging new media appropriately.”

---

2. Be responsible for what you write

---

Oren Michels, CEO of Mashery, explains that “people tend to interpret having the ‘right’ to express themselves online as implying a lack of consequences when they say stupid things.” That’s not the case. Your organization and its representatives need to take responsibility for what they write, and exercise good judgment and common sense.

“Dooced” is an Internet expression that means to lose one’s job because of things one says on one’s website or blog. No one wants that to happen, of course, so using common sense and being responsible is important.

---

3. Be authentic

---

Include your name and, when appropriate, your company name and your title. Consumers buy from people that they know and trust, so let people know who you are.

---

4. Consider your audience

---

When you’re out in the blogosphere or Twitterverse or other social media channels, remember that your readers include current clients, potential clients, as well as current/past/future employees. Consider that before you publish and make sure you aren’t alienating any of those groups.

---

5. Exercise good judgment

---

Refrain from comments that can be interpreted as slurs, demeaning, inflammatory, etc. The Internet is full of varied opinions, and it’s okay to share yours, but you never, never, never want to be branded a racist or narrow-minded or an unstoppable hot-head.

Your employees should understand that companies can and will monitor employee use of social media and social networking web sites, even if they are engaging in social networking or social media use away from the office. Eric B. Meyer, an associate at the labor and employment group of Dilworth Paxson LLP, reminds us that, “employees should always think twice before hitting ’send‘; consider what could happen if your organization sees what the employee publishes on the Internet and how that may reflect not just on the employee, but also the company.”

Bottom line: good judgment is paramount regardless of whether an employee’s online comments relate directly to their job.

---

6. Understand the concept of community

---

The essence of community is the idea that it exists so that you can support others and they, in turn, can support you. You need to learn how to balance personal and professional information, and the important role that transparency plays in building a community. Your community shouldn’t be an environment where competition is encouraged or emphasized, but rather a platform where your customers or users feel comfortable sharing, connecting, and receiving help.

---

7. Respect copyrights and fair use

---

This should be a no-brainer, but just in case: always give people proper credit for their work, and make sure you have the right to use something with attribution before you publish.

---

8. Remember to protect confidential & proprietary info

---

Being transparent doesn’t mean giving out the Colonel’s special 11 herbs and spices used in KFC chicken or the recipe for McDonald’s Big Mac special sauce.

Those examples seem pretty self-explanatory, but Meyer, points out that, “employers may fail to make employees aware of any obligation they may have to protect confidential or proprietary information.” Transparency doesn’t give employees free rein to share just anything. Meyer says that every state has a law governing trade secrets.

Therefore, employees who share confidential or proprietary information do so at the risk of losing their job and possibly even ending up a defendant in a civil lawsuit. At the very least, companies will seriously question the judgment of an employee who shares confidential or proprietary information via social media. It’s a good idea to make sure all of this is clearly laid out in your social media policy.

---

9. Bring value

---

Social media will more likely pay dividends for you if you add value to your followers, readers, fan, and users. Michels, for example, said he’s used blog posts as a “means to frame the conversation around specific issues and make sure that our position is heard and commented on,” or as a way to build buzz for upcoming products or services.

Joe Homs, the CEO of Headset Bros., shared with me two instances where social media has provided an opportunity to bring customer value. Once, on Twitter (), they ran across a person who was looking for a recommendation for a product they sell. A simple message to her that was quick and relevant allowed them to make a fast sale.

Another time, on Facebook (), a customer complaint about not receiving an order led to the realization that their shipping company had lost the package. Sending the customer a new package overnight fixed the problem and they eventually worked out the problem with the shipping company as well.

Still confused about the different ways you can provide value using social media? Check out the video from Barry Judge, the Chief Marketing Officer at Best Buy, embedded below.

(Thanks to Christine Tierney for the heads up on this great video.)

---

10. Productivity matters

---

I asked Homs if he was concerned that his employees would lose focus if they were spending too much time on social media sites. His comment: there’s not much to balance. He told me, “talking to people (over social media or otherwise) is our ‘real’ job.” Headset Bros estimates that 90% of their business is communication with customers (online and by phone). To help with the rest, they’ve automated most of their other business functions.

But, your social media usage won’t get you very far if you don’t execute on the core competencies of your business. Remember that in order for your social media endeavors to be successful, you need to find the right balance between social media and other work.

---

Sample social media policy

---

The Headset Bros. were kind enough to let us republish their social media policy. It’s short, but that’s by design, because CEO Joe Homs told me, “we want people to read it.”

---

More social media resources from Mashable:

---

- HOW TO: Manage Multiple Social Media Profiles
- Why Big Brands Struggle With Social Media
- Social Media for Business: The Dos & Don’ts of Sharing
- A Control Freak’s Guide to Social Media Influence
- The New Social Engagement: A Visit to Zappos

More cool Project Natal stuff

THE WAVE

Thanks MASHABLE for this guide to the google's latest, ubercool comms platform. If you have 1 aroudn an hour and a half to kill, i've posted the original demo video at the bottom.

Today has been dominated by news and excitement surrounding Google Wave (), Google ()’s new real-time communication platform that will launch to the public later this year. In fact, there’s been so much buzz that you might just not have enough time to read the thousands of articles being released on Google’s biggest product launch in recent memory.

To make sense of it all, we have compiled key information, definitions, and links related to the launch of Google Wave. This in-depth guide provides an overview of Google Wave, discusses the terminology associated with it, details information on Google Wave applications, (i.e. the Twitter Wave app Twave), and goes over ways to keep yourself informed. We know you’re excited about Google Wave, so here’s what we think you should know:

---

What is Google Wave?

---

While we suggest reading our article on the launch of Google Wave for more detailed information, here’s the sum of it: Google Wave is a real-time communication platform. It combines aspects of email, instant messaging, wikis, web chat, social networking, and project management to build one elegant, in-browser communication client. You can bring a group of friends or business partners together to discuss how your day has been or share files.

Google Wave has a lot of innovative features, but here are just a few:

- Real-time: In most instances, you can see what someone else is typing, character-by-character.

- Embeddability: Waves can be embedded on any blog or website.

- Applications and Extensions: Just like a Facebook () application or an iGoogle gadget, developers can build their own apps within waves. They can be anything from bots to complex real-time games.

- Wiki functionality: Anything written within a Google Wave can be edited by anyone else, because all conversations within the platform are shared. Thus, you can correct information, append information, or add your own commentary within a developing conversation.

- Open source: The Google Wave code will be open source, to foster innovation and adoption amongst developers.

- Playback: You can playback any part of the wave to see what was said.

- Natural language: Google Wave can autocorrect your spelling, even going as far as knowing the difference between similar words, like “been” and “bean.” It can also auto-translate on-the-fly.

- Drag-and-drop file sharing: No attachments; just drag your file and drop it inside Google Wave and everyone will have access.

While these are only a few of the many features of Google Wave, it’s easy to see why people are extremely excited.

Google Wave was the brainchild of a team based out of Sydney, Australia. The core team members are two brothers, Jens and Lars Rasmussen, and lead project manager Stephanie Hannon, all of whom were involved in Google Maps () previously. Google Wave was announced today at Google’s I/O Developer conference, although the product will not be available to the public for several months.

---

Terminology

---

Google Wave actually has its own lingo - yes, you have to learn a few definitions if you’re going to really understand this new communication platform. Having knowledge of these terms will help you understand more about Google’s newest project.

- Wave: A wave, specifically, refers to a specific threaded conversation. It can include just one person, or it can include a group of users or even robots (explained below). The best comparison I can make is that it’s like your entire instant messaging (IM) history with someone. Anything you’ve ever discussed in a single chat or conversation is a wave.

- Wavelet: A wavelet is also a threaded conversation, but only a subset of a larger conversation (or a wave). It’s like a single IM conversation - a small part of a larger conversation and a larger history. Wavelets, though, can be created and managed separately from a wave.

- Blip (): Even smaller than a Wavelet, a Blip is a single, individual message. It’s like a single line of an IM conversation. Blips can have other blips attached to them, called children. In addition, blips can either be published or unpublished (once again, it’s sort of like typing out an IM message but not yet sending it).

- Document: A document actually refers to the content within a blip. This seems to refer to the actual characters, words, and files associated with a blip.

- Extension: An extension is a mini-application that works within a wave. So these are the apps you can play with while using Wave. There are two main types of extenisons: Gadgets and Robots

- Gadgets: A gadget is an application users can participate with, many of which are built on Google’s OpenSocial platform. A good comparison would be iGoogle gadgets or Facebook applications.

- Robots: Robots are an automated participant within a wave. They can talk with users and interact with waves. They can provide information from outside sources (i.e. Twitter ()) or they can check content within a wave and perform actions based on them (i.e. provide you a stock quote if a stock name is mentioned).

- Embeded Wave: An embeded wave is a way to take a Google Wave and the conversation within it and place it on your website. Users could use this as a chatroom, as a way to contact you, or for something more.

---

Wave Gadgets

---

A Wave Gadget is one of two types of Google Wave extensions. Gadgets are fully-functional applications. According to Google, gadgets are primarily for changing the look and feel of waves, although this seems to only scratch the surface of the potential of a wave gadget.

First: almost any iGoogle or OpenSocial gadget can run within Google Wave. That means thousands of applications that have been already created will work in Google Wave. Second: a gadget built within Google Wave can take advantage of live interaction with multiple users. This means something like a live online game with active participation from all users. In that way, it has similarities to Facebook or MySpace () applications, which take advantage of your friend network to make games, quizzes, and applications more meaningufl and useful.

Gadgets are specific to individual waves, rather than to specific users. Thus, it’s not like having a Facebook app on your profile - the gadget belongs to everyone within the wave. They also do not have titles, to better integrate with the actual conversation. Some of the gadgets already built include a Sudoku gadget, Bidder (which turns your wave into an auction), and Maps (which allows for collaboration on a Google Map).

For a more technical explanation, be sure to check out Google’s Wave Gadgets Tutorial.

---

Wave Robots

---

Robots are the other type of Google Wave extension. Robots are like having another person within a Google Wave conversation, except that they’re automated. They’re a lot like the old IM bots of the past, although far more robust. Robots can modify information in waves, interact with users, communicate with others waves, and pull information from outside sources.

Because it acts like a user, you can define its behavior based on what happens in the chat. You could build one as simple as “change the word dog to the word cat” or one as complex as a fully-functional debugger. We’ll probably start seeming some very advanced robots in the near future.

Some of the robots already in service include Debuggy (an in-wave debugger), Stocky (which pulls stock prices based on stock quote mentions), and Tweety (the Twave robot, which displays tweets inside of a wave).

A more advanced explanation is available at Google’s Wave Robots Overview.

---

Wave Embeds

---

Wave embeds are a little more complex than embedding a YouTube () video onto your blog, yet in the end, that’s really what Google Wave Embeds are: a way to take Google Waves onto a third party website. Embedded Waves support many of the functions of the actual Google Wave client, including dragging-and-dropping files.

While the Wave Embeds is still very early stage, Google has already built two: YouTube Playlist Discuss and Multiple Extensions Embed. The former allows you to discuss a YouTube video via a wave and the latter allows for interaction with multiple waves on the same page.

One possibility: Google Wave Embeds may be a real-time replacement to static comments. If Google perfects wave embeds, you could even see YouTube.com comments replaced with waves, although it is way too early to make any calls on the potential of this.

Google’s Wave Embed Developer’s Guide has more advanced information embedding waves.

---

Furthering your Google Wave education

---

The Google Wave Logo

Still can’t get enough of Google Wave? While information is sparse, hopefully this collection of links will help you understand this new product even more.

- Mashable ()’s Google Wave Coverage: We highly suggest bookmarking our Google Wave coverage and checking Mashable consistently for the latest information on Google Wave.

- Google Wave Federation Protocol: Google has provided some community principles, architecture information, and more detailed definitions on their Wave protocol webpage.

- Google Wave API: For developers interested in building applications for Google Wave, be sure to check out the Wave API website.

- Google Wave Updates: Want to be informed the second Google Wave is available? Here’s the sign-up form.

You are the controller

way cool

Web Trends: What's New in 2009, Part 2

Thanks again ReadWriteWeb for this post on what's new in digi in 2009


Last week we discussed some of the new trends we're seeing on the Web in 2009: open data, structured data, apps that filter content effectively, real-time, personalization, mobile (especially location-based), and Internet of Things (the Web in real-world objects). We asked for your thoughts on these trends, along with your suggestions on what we should add. Also we were interested to know what products you've seen this year that are doing something new and 'beyond Web 2.0'. In this post we look at some of your responses, to try to define further what defines this current era of the Web.

So What Else is New?

Other than the trends we've already listed, what else did our readers identify as new this year?

Babak Samii pointed out that in 2009 there has been an increase in "real, defined business models that can actually generate revenue." MacStories agreed, noting that we'll see many innovations in revenue models as a result.

Aaron Fulkerson of Mindtouch commented that "Web Oriented Architectures are redefining ROI and TCO for enterprises." I had to google the second acronym (shows how long I've been out of the corporate world - it means "Total Cost of Ownership"). Aaron is right that enterprises are taking the Web seriously now for business apps - the slow rise in popularity of Google Apps in enterprises is evidence of this.

Willi commented that there is a "new lightweight" about the current Web. "There is a new granularity, atomicity and a kind of chemistry," he remarked. He noted the way that people can "jump in Twitter from persons to hashtags to new interesting persons and their social bubble in real-time." As examples, he pointed to products like Evernote (a note-taking app - our most recent review) and Mir:ror (we reviewed Mir:ror earlier today - it's an Internet-enabled device which enables you to create actions on your computer via everyday objects such as coffee mugs and books). Willi noted that while they may appear to be relatively trivial products, "new use patterns and user benefits emerge" out of them.

Open Data... Except Export

Not everyone in our previous post agreed with the initial set of trends. RWW commenter William claimed that 'open data' is a misnomer, because users mostly cannot export their data from the likes of Facebook, Twitter, Myspace, Friendfeed, Google, et al. We wouldn't go as far as William and label this "web 1.9.8.4.", however it's fair to say that - as far as users go - the promise of open data far outweighs the reality.

Having said that, the other meaning of 'open data' is that it's open for developers to build on top of. The plethora of Twitter apps built on top of Twitter's API is evidence enough of this. While Jason Barone called this "a one-way stream back to their closed system, in the form of an API," it's better than what we had before - which was fewer APIs and not many Linked Data sets (see the Linked Data graph from just 2 years ago, in this recent post). So overall we're encouraged that API data - or even better, Linked Data sets - will enable more and better connected web apps. This makes for a richer ecosystem of Web apps and social connections, which is a very good thing.

But point taken William and Jason, today for users the idea of 'open data' is half-realized at best. It won't be truly open until we have data portability - when you own your identity and content on the Web.

Real-time in the Real World

So far much of the focus on real-time as a new(ish) trend on the Web has focused on trendy apps such as Twitter and FriendFeed. However, Andria Krewson pointed out in the comments to our last post that real-time will spread much further than the early adopters:

"Real-time is huge. Many companies are built on timed data dumps, with the timing affecting workflow and cash flow, but the always-on generation will soon pressure businesses to provide real-time online information. Banks that don't post real balances in a timely way, or insurance companies that take weeks or months to process paperwork, or government agencies that don't provide timely transparent data will face pressures from millennials demanding faster, more accurate information."

On this note, a commenter called Joe remarked that we may be mis-using the term 'real-time.' "For the record," said Joe, "none of those sites you mentioned are doing REAL real-time, they are simply doing interval-based polling for new data on the server." Joe advised us to check out http://obama.collecta.com to see a good example of pushing to the browser using long-polling, not interval polling. We did indeed check that out, and wrote up our findings. While we were impressed that the search results were all less than a minute old, we're not convinced that just more speed means a better form of real-time than Twitter or FriendFeed. Time will tell.

Note: for a very mathematical explanation of why Twitter isn't really real-time, read this comment by Falafulu Fisi (made on a recent RWW post).

Conclusion

Well, there is no conclusion because the Web is an evolving beast. We're excited to see open data becoming more prevalant, even if it hasn't fully opened up yet. We're excited to see real-time making such an impact this year. We're excited about mobile and Internet of Things. There is a lot of innovation happening this year, which is pleasing to see.

Once again we invite you to list in the comments any other trends you're noticing - and just as importantly, what products you're seeing that exemplify these trends.

Here's the original 5-minute presentation which kicked this series off:

Image credits: cartoon screenshot from Geek And Poke; nano:ztag by aaron schmidt

Big brands looking to Facebook

Thanks WARC

Big brands looking to Facebook

PALO ALTO, California: Advertisers including Coca-Cola, Starbucks and Kraft are all using Facebook, the social networking service, to generate consumer insight, but their varying approaches and experiences show marketers have not yet established a consistent approach to using the website.

Many brands have displayed an increasing enthusiasm about utilising social media as popular interest in the medium has grown, but the developing nature of this channel means that few "best practice" examples of how to do so have emerged as yet.

As previously reported, Coca-Cola's main page on Facebook was originally created by two brand enthusiasts, and now has over three million "friends", making it one of the most popular areas of the Palo Alto-based website.

Michael Donnelly, director of worldwide interactive marketing at the soft drinks giant, argues that “many consumers are already sharing information regularly on Facebook," meaning the fan-page was "just one more way to quickly share information in a place where they are already spending time."

He also asserted that the "ease of creating content makes it so that we get very high engagement, far beyond typical page views" by using Facebook, which also "gives us a great platform to listen to the feedback we receive from our consumers."

In support of this, he added that every time the company added "photos, videos or status updates from the page, our fans are quick to tell us what they think. Their feedback is shared with their network of Facebook friends, exposing them to our fan-page."

Starbucks, the coffee house chain, which currently has 1.5 million "fans" for its official page, has also previously employed the social media site to communicate with users about its efforts to raise money for Global Aids Day.

Alexandra Wheeler, the firm's director of digital strategy, said the initiative "became the most viral event in Facebook history," and meant that "not only were customers excited about the brand, but they came together on one day to do something good."

Overall, she asserted that Facebook "helps us get a pulse on what is important to our customers. We can have a real dialog with them about the values and ideals that they share with us."

Kraft, the food manufacturer, also launched an "app" on the site last December, donating six meals to the not-for-profit organisation Feeding America each time it was downloaded.

Over 230,000 people did so within the first six weeks of its launch, while an unofficial page for the company's Oreo brand has also acquired more than 1.3 million "friends."

Stephen Chriss, director of consumer and customer engagement, at the company's US snacks business, said that while the company currently doesn't "formally interact with fans" on Facebook.

However, it does "keep an eye on the content, conversation and number of fans" on the service, and is also "reviewing" its approach.

Victoria's Secret and Sears have also used the site to offer discounts on products, and Unilever's Simon Clift has previously encouraged brands to make full use of such social media

Ted McConnell, Procter & Gamble's general manager for interactive marketing and innovation, however, has warned against brand's trying to "hijack" the conversation between consumers.

Data sourced from Brand Channel/ClickZ; additional content by WARC staff, 26 May 2009
portals.

Humour and irony boost sales by a gazillion percent

Well maybe not, but i think these two post from eConsultancy and BazaarVoice make some really intersting points about the role CGH (Consumer generated humour - yes, finally, my own acronym!!) can play in sales.

now go out and buy a really crappy shirt because we all love taking the piss... http://www.amazon.com/gp/product/B000NZW3IY






Thanks Econsultancy -http://econsultancy.com/blog/3876-ironic-user-reviews-boost-t-shirt-sales-by-2300
User reviews come in many shapes and sizes, but typically people either love or hate a product. It’s normally a simple black and white issue, as few people bother to leave reviews for mediocre products.

It turns out that this either/or thinking is plain wrong, and there is a third factor to consider: irony. And tongue in cheek reviews stand a better chance of going viral, at least judging by the success of the Three Wolf Moon T-shirt.

The t-shirt, which features three wolves and one moon, has become one of the top sellers on Amazon, thanks to some classic one-liners and other more detailed reviews, with most written with an industrial-sized dose of irony.

Here are a few of my favourites (there are 455 to choose from):

• "Unfortunately I already had this exact picture tattooed on my chest, but this shirt is very useful in colder weather."
• "Every night, for the past 6 weeks, I have been visited by 3 wolf sprirts. And every night, they bestow upon me endless amounts of knowledge and offerings of imitation crab meat."
• "The Three Wolf Moon T-Shirt gave me a +10 resistance to energy attacks, +8 Strength, and added 30 feet to my normal leap. I cannot list the specific effects involving the opposite sex as I am still discovering these. And they are many."
• "I had a two-wolf shirt for a while and I didn't think life could get any better. I was wrong. Life got 50% better, no lie."
• "The second that these 3 Wolves touched my chest I benchpressed 5 meth labs and wrote an essay about moonlight. When I wear this shirt as pants I can run to Canada in only 42 days."
• "I once ran into Chuck Norris at a bar. He noticed I was wearing this shirt and he ran away."

Not all reviews were positive…

• "They SAY it's three wolves, but how do we know it's not the same wolf from three different angles? We cannot assume they'd be above airbrushing or the use of creative lighting just to save on wolves..."
• "I'm beginning to believe that some of the benefits ---- as described by other reviewers ---- are exaggerated. For example, not ONE supermodel has approached me."

In response to that one-star review the company that created the t-shirt responded in kind:"We at The Mountain do not guarantee that you will become a magnet for super models. There is no governing the fate of one man to secure the kindred love of a like-minded mate for life while baying at the moon on a warm Summer's night; to the man who wears not the 3 Wolf Moon and stumbles through life on a path of loneliness of one forgotten by the mortals he walks among… we feel we deserve at least 3 stars from you."

The company did however take issue with some of the comments, saying that “We appreciate humor as much as the next company, but we don't approve of some of the Classist remarks that are being generated here… some say ‘Bad publicity is better than no publicity at all’. We however disagree if it's at the expense of others in a Classist, Racist or Prejudice manner.”

So there it is. Ironic reviews are a winner.

And there I was thinking that the rise in popularity of animal t-shirts was linked to The Flight Of The Conchords…

---------

“H” is for Humor

May 25th, 2009 by Brant Barton | Co-Founder and VP of Business Development

In addition to tagging reviews, questions, answers, stories and other customer-generated content with descriptive codes like “CR” for references to competitors and “CS” for customer service issues, I am starting to think that our content moderators should apply “H” to content that could dramatically boost a product’s conversion rate (because after a fit of uncontrollable laughter and the delirium that follows you simply cannot resist the urge to buy the product that is the subject of the “H”). That’s some actionable business insight for merchandising teams.

The inspiration for this post is the now infamous “Three Wolf Moon T-Shirt”, currently the #1 selling Apparel product on Amazon.com. No, that’s not a typo. I could efficiently end this post by just telling you to read a few of the reviews for this product. That would more than accomplish my goal of demonstrating the value of not taking yourself (or your brand) too seriously. But I have a minimum length requirement to meet, so I’ll go on . . .

Our good friends at Econsultancy in the UK beat me to the punch with an entertaining blog postThe Washington Post published an article on the same day. No matter who you trust, that’s one damn funny t-shirt. If you trust me and took my advice above to read a few of the reviews, I bet you are now making your way through the checkout process while you finish reading this nailbiter of a post. That’s impressive multi-tasking. on the t-shirt.

We see our share of humorous reviews and many of those are just too inappropriate to post, but as reviews of the Three Wolf Moon T-Shirt aptly demonstrate, there is a very fine line between inappropriate humor and pure genius, not to mention a word of mouth marketing bonanza. I won’t speak for my colleagues at Bazaarvoice (you know who you are), but this t-shirt is responsible for a major drop in productivity last Friday because I was personally contributing to the millions of word of mouth “impressions” that the product received. While it may be difficult to put a dollar value on each of those impressions, you can most definitely put a dollar value on lost productivity.

In closing, if you offer customer reviews of your products and services, whether you are a Bazaarvoice client or not, I urge you to evaluate whether your definition of inappropriate is too strict and your tolerance of humor too low. Millions of dollars and an immeasurable wealth of customer word of mouth could be at stake!