Allowing a smaller golf party to “play through” and politely allowing the bowler in the lane next to you to finish before you approach are examples of unspoken protocols or rules in these fields of sports. Though they may actually be printed somewhere, it is just one of those things any seasoned player knows. So, in the field of social media, have seasoned users established these same types of playground rules?

In his article, “Does Money Belong in Social Media?”, the self-titled author of Augie Ray’s Blog For Interactive Marketing Professionals takes issue with Domino’s recent consumer marketing campaign on the basis of what appears to be unspoken rules of conduct. Because they are offering consumers monetary rewards for hits on a promotional badge they can place on their website or blog, he feels the social word of mouth has been tarnished. We’re not talking about a lot of money here folks. The reward is 0.5% the value of a placed order stemming from their page. This equals a dime for every $20.00 order. Just a dime.

Any consumer that uses the widget will be able to promote products or services within a framework of designated brand guidelines. Consumers who participate in Domino’s new campaign will be able to track the sales generated through their web page on a dashboard.

Marketing Week recently spoke to Dan Clays, managing director of BLM Quantum, the creator of the dashboard program. He believes

“Brands benefit by aligning with sites run by fans who are more likely to drive a sale, while site owners can generate revenues from their Facebook page or blog.”

By adding more content for social search engines to peruse, this also allows for additional research data to be gathered. This online marketing campaign will be supported by an online media campaign later this spring.

The SSN Take: Key-word promotional blogging has become more and more popular in the past few years with the explosion of bloggers out there looking to make a few dollars while journaling. This seems to be a natural progression of the social media marketing movement.

Melody K. Smith, April 20, 2010

Note:   Post was not sponsored.