References to the term “Viral marketing” is often used in a good light. Many people took the message and passed it on to everyone they came in contact with. I liken it to something that is often infectious; again, in a good light. After all, the literal term of infectious would be a good thing if you advertising or selling a product.
The problem is that we, as consumers, are often exposed to marketing efforts that we don’t like, don’t want, or can’t control. When applied to “free content”, it is often a price we have to “pay”; lest we really have to pay. That would be true (and acceptable) in cases like Hulu or other online video content. We’ve seen similar examples in Internet Services Providers like AOL and NetZero. In each case, they offered a service that was paid for by advertizing that was “pushed” to the user. Users found that model acceptable and there was a level of trust that was formed.
Where viral marketing took a turn for the worse was in the delivery of spam and/or hoaxes. This deployed carefully crafted and socially engineered messages that were not all that hard for people to believe. With email spam, they are pretty easy to identify because the message usually come from someone you don’t know, and in a country foreign to where you live or people you know. In cases of hundreds of thousands of emails were sent out, it only took a small percentage to “pass it along to all (his/her) friends” because IBM/Microsoft, CNN, or (insert your favorite source here) said to. Then came “Urban Legend” sites that started to knock these down as users became more educated and suspicious of these.
Now, Web 2.0 and popular social media sites that have attracted large populations of users have also attracted those looking for the fast buck. Those just trying to keep in touch with friends, family, favorite causes are being constantly bombarded with spam, hoaxes and malware through this new media. But, like all new media, users are far too trusting and quick to click. Through issues and causes that are attractive to users (advertising free Facebook, dislike buttons, “the old look”, and “free Facebook Gold” accounts) we are exposed to hoaxes and offers that don’t live up to what they represent. Facebook Groups on popping up and requiring users to refer all their friends to the group or they won’t be accepted to the offer, or the bypass won’t work, or the toolbar won’t be effective.
In a few cases that have been checked, modifications are made to the users browser which modify the page that the user was trying to view. This is done using an ActiveX control (only for IE users) or a plug-in (for Firefox users). Users visiting the same page doesn’t see the “dislike” designation because it doesn’t really appear on Facebook’s site/content. Another modification changes the advertising that Facebook displays to advertising that offered (and injected) by the toolbar author. Anything that changes the content on a page also changes the trust that the user can have in the site. By some definitions, that’s hijacking; a method that is all too popular among malware/greyware/junkware authors.