I got an invitation inviting me to take out a trial subscription to BuzzBundle: the smartest of the social media management tools so naturally enough I went along and had a look at it. To say that I was a little taken aback would be a fair summary. Basically, as far as I can make out from the blurb, it's designed to let you cheat your way in social media marketing. Try this section out for size: "Create up to 100 personas with dozens of social accounts each. This can be your company's representative or a Joe from the street – join the talks as different personalities." Any company that tries doing this and gets found out is going to be crucified within the hour. There have been instances in the past of companies and invididuals trying to pretend to be other people, and it's such a seriously bad idea I can't begin to tell you.
Let's try another section: "Create hundreds of active social profiles. Grow authority for your profiles and easily influence your brand awareness and reputation." Same thing. I don't know about your world, but in mine this is usually referred to as lying and cheating, and I'll bet you any money you like that it's going to be against the terms and conditions of any social media resource that you care to name.
Now, they make the point that sometimes you have to post to say Twitter using different profiles. I certain have two profiles that I use, but it's quite clear who I am, and what I'm saying under each. However, with this tool the whole idea is to cloak yourself under different names, positions and locations. It also makes the point that if you have 10 personas working with 10 different accounts, that's 100 people talking about your brand. Actually it's not - it's one person trying to fool other people out there.
Really nasty and cynical. Let's hope that they fail miserably, but I don't think that's going to happen.