Honest Advocacy – Keeping it transparent in the online world
By Mary Devereux, Managing Director, Burson-Marsteller Asia Pacific

The findings of a recent survey conducted in the US show that an increasing number of the most powerful and influential online consumer segment - the e-fluentials - are concerned that "advocates for hire" leave biased opinions on consumer websites.

No surprise there.

But the research goes further. Apparently, the majority of these e-fluentials are less likely to purchase a product when they suspect a paid professional has left biased comments about the product. That could be worrying news for marketers.

E-fluentials are characterised as opinion leaders who shape perceptions of brands, products and services online, driving billions of consumer dollars. Compared with the average Internet user, e-fluentials are far more active in their usage of email, newsgroups, bulletin boards and other online vehicles. And, while they are extremely influential online, e-fluentials also spread their opinions in the offline world as well. Their families and peers regularly approach them for information, opinions, and advice on a wide range of subjects, from business and politics, to entertainment and health/lifestyle issues. Civic-minded e-fluentials are also more likely to vote, attend public meetings, serve on local committees, and make speeches.

The ripple effect of this powerful segment can make or break a brand; build or destroy support for business and consumer issues. For marketers and politicians, therefore, there is a growing need to earn e-fluentials' trust, approval, and support.

And this group has certainly become savvier about online dialogue since they were first identified in 2001. The research tells us they are increasingly frustrated about commercial activity on discussion boards and opinion websites intended for consumers. And when they suspect a commercial message is being pushed, it can trigger negative word of mouth, completely opposite to the intended positive buzz.

While the new research is based on US findings, it’s clear that the messages are equally applicable to us in Asia Pacific. So with more and more local and regional organisations working with bloggers and cooperating with discussion boards, how can we be sure we will make a positive impression?

Be transparent. Forty-eight percent of e-fluentials say they believe there is commercial activity on opinion websites, up from 39 percent in 2001. And, 30 percent of e-fluentials today say this is a big problem as compared with only 20 percent in 2001. However, revealing commercial affiliations seems to reduce concerns; it’s the subterfuge that creates cynicism and results in backlash.

Avoid the hard sell. Fifty-seven percent of e-fluentials said they are less likely to purchase a product when they suspect a paid professional has left biased comments on an opinion website. E-fluentials are, however, receptive to new messages from companies, as they enjoy being the gatekeepers of information. But they dislike sales tactics and prefer to be approached as respected opinion leaders in their communities.

Substantiate messages with third-party back-up. Seventy-six percent of e-fluentials double-check information with other online sources when they suspect commercial activity on opinion Web Sites. It’s important we provide links to consumer blogs and news articles that support our message with credible third-parties.

The power of online advocacy is heady stuff. But let’s keep our heads out of the clouds. If we treat it with respect, we’ll be able to weather any approaching storms.

*Survey Methodology
Burson-Marsteller partnered with MSI International to conduct a survey of online U.S. adults, age 18 and older. A total of 1,000 online interviews were completed in July 2007. Among the respondents, 150 were identified as e-fluentials. www.efluentials.com