[Part of the AMA Milwaukee Marketing Advice Column Series]

[Q:] I've been hearing a lot of buzz about word-of-mouth marketing lately with an emphasis on having my marketing agents disclose their affiliation with my company. Won't this disclosure diminish the credibility of my company?

[A:] For a long time, conventional wisdom told us that hired word-of-mouth marketing agents should keep their sponsored status "on the QT". However, recent research conducted by Dr. Walter Carl of Northeastern University has proven that assumption to be false.

The research found that word-of-mouth marketing campaigns were not negatively affected by the agent disclosing their affiliation. Rather, key outcome metrics actually increased when the conversational partner was aware they were talking with a participant in an organized word-of-mouth marketing program.

My advice: Take the high road, be honest, and make your marketing agents proud to represent you! Oh, and download and read a copy of "To Tell Or Not To Tell?" at http://www.waltercarl.neu.edu/downloads/.