When agencies try to sell clients on social media strategies, we have to do something called "solution selling". It's a bit of a catch-22. To be able to prove your voodoo tactics are going to work, you have to show them that you've already successfully used them for someone else. In a media environment that changes daily, and in which being first means everything, this is kind of an issue.
So I guess that's how temptation got the better of Jung von Matt — or so it seems.
According to Ads of The World's Ivan Raszl, this video case study by JVM, for mattress maker Lullaland, features blog mentions and Tweets that simply never happened:
For Ivan's part, he brings up the screencap of a post he supposedly made, but did not:
He then goes through the archives of every other blog referenced, and can't find those either. Even the Tweets are questionable.
If true, this is a pretty serious breach of social media karma. And odd, too, because JVM hardly need the publicity.
How would you feel if, as a client, someone tried to pull something like this on you. And how would you feel if you were misrepresented as a blogger?
Ivan says, on Facebook, "I don't mind as a blogger, but I do mind as a viewer."
I'm pretty pissed as both. Although as Dabitch on Adland points out, "This story after all, will ensure that everyone in the adblog world spends an afternoon talking about a shit spambot 'campaign'. Well played?"