C A U T I O N: Tainted Internet Advice On The Rise
When Gift Basket Review first envisioned opening the channels of communication in the gift basket industry, we had high hopes of reaching out and helping thousands of entrepreneurs enjoy a better chance of success through the fostered exchange of information shared among colleagues in the field. We continue to celebrate the profound sharing spirit that has developed as a result of our pioneering efforts in Gift Basket Review.
Unfortunately, all of the exchanges of advice and information available today are not necessarily reliable. One of the most troubling sources of sometimes-tainted communication is the Internet. While much of the shared advice is excellent — some of it may be dispersed by people who have a hidden agenda. Individuals using assumed names chat on the web to promote specific companies, services and individuals. Sometimes, unknown to you, even the individuals using their own names are receiving financial or personal rewards in exchange for recommending particular products, services and companies.
Due to the surge of tainted interactions, chat rooms carefully control and monitor the exchanges, attempting to shut out individuals who have differed, or are considered likely to take an opposing position to the opinions and/or financial best interests of the host company. Like it or not, chat rooms are most often extended services of profit-driven companies. And each company has the right to ward off competitors and/or unfriendly guests. But, because of these controls, a guest can be unknowingly swayed to a purchasing decision by the flagrant propaganda ruling some chat rooms. Sadly, low-ball marketing is sometimes passed off as “advice.”
How can one discern what is reputable, reliable advice on the Internet? One thing is almost certain: a steady stream of repetitious chat concerning a particular company, individual, product or service — positive or negative — should create enough of a pattern to arouse suspicion as to the motive of the chat participant(s). When something is being pedaled aggressively, the routine, predictable content should, at a minimum, be questioned as to its genuine purpose. The best chat rooms ask guests to avoid conversation directed at specific companies and individuals.
Certainly, continued information exchanges on the Internet are actively encouraged. But as you share or query, approach one another with respect, honesty, integrity, and heartfelt good intentions. Learn to recognize chat propelled by ulterior motives, and distance yourself from the promoters. Keep marketing in its place — which, in this industry, should be strictly relegated to formal Internet advertising mediums, trade shows, magazine advertising, direct mail efforts, and telemarketing. In these traditional forms of advertising, attempts to deceive a potential buyer are less likely, thanks to laws governing responsible advertising practices.
In the coming year as you chart your business strategies, develop your programs against the backdrop of admirable business ethics. Direct your investments to individuals and companies who share your high ideals and values. Discourage gossip, rumormongering, and commercial endorsements in the chat rooms you frequent. We make a difference in this world — positive or negative — by each decision we make.