Web 2.0, Opinion, Marketing & Communication

jeudi 28 juin 2007

L’advertposting : la tentation des communicants

Depuis que le Web est ouvert et collaboratif, la tentation est grande pour les communicants. Il y avait l’approche discrète mais coûteuse de recruter des tas de bêta testeurs pour qu’ils multiplient les avis favorables sur un produit. Pas très franc, pas très économique, pas éthique du tout mais plutôt efficace. Il y avait l’approche maladroite : poster sous pseudo des commentaires positifs… et se faire choper à cause de son adresse IP (je me rappelle un cas chez un éditeur de jeux vidéos qui souhaitait se défendre des multiples critiques sur un de ses produits). Aujourd’hui les techniques se raffinent et se font plus sournoises comme en témoigne la réaction de Directours rapportée par Emmanuel Parody sur son blog. Et comme tout phénomène Internet, il est désormais gratifié d’un néologisme anglosaxon : advertposting ou adverposting. Il semble que cette pratique est particulièrement répandue dans le domaine du tourisme, domaine ou les achats sont particulièrement impliquants et le risque perçu fort.

L’Advertposting, dixit Directours, « consiste à utiliser le web 2.0 pour passer des messages. Pas de problèmes me direz-vous. Le web est idéal pour faire passer l’information. ”Si vous voulez qu’on dise du bien de vos produits sur la Toile : très simple, vous vous adressez à une agence de ” advertposting “ et zou c’est emballé.” Pour travailler dans la branche, il faut écrire avec des fôtes d’orthographe, employer le langage imagé, populaire, sauter du coq à l’âne, surtout à l’âne d’ailleurs… En fait vous rentrez dans la peau d’un consommateur qui aurait utilisé les services de la société qui vous paye. Et vous lui tressez des louanges façon blog »



On ne peut que dénoncer cette pratique qui est à la fois stupide et honteuse. J’attend simplement, et on peut être sûr que ça ne tardera pas, que les brebis gualeuses qui se sont laissées tenter par cette pratique se fassent dénoncer par les internautes les plus attentifs. Que les agences qui pratiquent l’advertposting soient bannies et qu’elles cessent d’entretenir l’image des communicants prêt à abandonner éthique, moralité et intelligence pour tenter de palier leur incapacité à promouvoir leur client sans dépasser la ligne rouge. A mon avis, quand on travaille dans la communication, on a le droit de s’exprimer sur les sites, les blogs… uniquement à titre personnel : en tant que consommateur, individu, citoyen… jamais en tant que mercenaire aveugle au service d’une marque ou d’une entreprise.

Si on retourne le problème, j’en déduis quelques principes de base pour prendre la parole sans se compromettre et sans mettre en péril la réputation de son client :
  • On a le droit de s’exprimer, et de dire ce que l’on veut à condition de décliner son identité (la vraie)
  • Quand on prend la parole, on doit se conformer aux pratiques du Web 2.0, si le site/blog précise les règles d’utilisation de la partie commentaires, il faut en tenir compte
  • On ne doit pas monnayer ses interventions sur des forums, wikis, blogs… ça n’a pas de valeur marchande. Une entreprise qui se réduit à acheter de l’opinion favorable, c’est une forme d’aveu que ce type d’opinion n’existe pas vraiment.
  • Il faut admettre que sur internet, ceux qui s’expriment le plus ne sont généralement pas les plus enchantés par un produit ou un service. C’est comme ça. On poste plus facilement un commentaire quand on est en colère que quand on trouve que le produit est bon.

S’obliger à certains principes est d’une utilité fondamentale si on veut éviter que tous les commentaires soient bannis ou modérés à priori.

26 commentaires:

Jonathan a dit…

Bonjour,

J'ai un cas intéressant sur mon blog http://iledelareunion.typepad.com/ile_de_la_runion/2007/07/flat-grand-dlit.html

Je suis aussi modérateur sur des forums de voyageur et c'est un fléau et il y a des méssages très nuancés du style : "Même si le service est un peu long, le repas fut agréable, délicieux, pas cher ect ... L'hôtel est excellent, il devrais en avoir plus des comme ça ...."

Il y en a même avec des fautes et des erreurs ortographique (sans doute de l'outsouring)

Cordialement,

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