In today's economy, many Pagans have turned to creating their own online businesses for the purposes of doing what they love, while attempting to make a living at it. It's a beautiful thing, small business. There are also lots of Pagan writers, activists, etc... who have branded themselves well within the community. Normally, we hear the phrase, "caveat emptor", which means, "buyer beware". In a world of online social media blitz and buzz, those whose brands are built on marketing, salesmanship, quality and reputation must also take care to monitor how their brand is used, packaged and associated.
As someone who has run businesses both large and small for over 25 years, I've found many small Pagan business owners have little to no experience in running a business when they begin. In fact, very few of them show an interest in the business side of their endeavor- they just want to create their art, in whatever form that takes (books, paintings, statuary, music, et al...). Even fewer have the financial means with which to learn by the seat of the pants or take online business management classes. Those who have attained a modicum of success find their time to monitor social media, marketing, etc.. is limited or they don't have an interest in brand studies. They want to be on to the next project or masterpiece.
Unfortunately, this leaves both groups vulnerable to charlatans and other unscrupulous folks who want to ride on coattails or use these people for their ownnefarious ends. There are plenty of ways one can be exploited: through association, through marketing, through plagiarism,... the list goes on. Many times, the victims don't realize until it is way too late that they (or their brand) are being used. Then, it's a matter of damage control, or disaster recovery.
Social media is in its wild-west phase; much like the internet in the early 90's. Snake oil salesmen disguised as friends, associates, do-gooders, et al are rife and rampant. The onus is on the brand-owner to be careful about the alliances they make-- the brand's success or failure depends on it. While you, the merchant or brand-holder, may not engage in unscrupulous practices, if your friends and associates are known to do so, then it's guilt by association. That's a killer in a competitive market, or in a non-competitive one. We are known by the company we keep.
The old adage, "if it looks too good to be true, it probably is" hasn't lost its power on the internet. In fact, it may be more true than ever. If someone is offering to hawk your items or uses your name in association with themselves, it behooves you to check this person out. Even the sparsest investigation (which I call "Google-stalking") can reveal the character and integrity of this person or site.
For those who want to market or, in the more common social media vernacular "feature" your wares or brand, peruse the site. How are others being featured? Are the photos associated copyrighted to the brand-owner or blatant copyright violations? Is it clear that the site is featuring the product in the best light or is it evident that the product is simply one of many that are featured in order to boost the site owner's standing in the community? For brand owners, were you featured by the person as a true expression of the person's interest in you, your product or services? Or, were you featured for the use of your endorsement to further the interests of the site owner?
Investigate the person who wants to use your information. Do they have a blog? If so, how many? Read the blogs. Are they original works or are they plagiarized by either clear copy/paste or mirroring of an entire post and not giving attribution to the author? Check sites that allow for reviews and complaints, like the BBB or Glassdoor (if the company has employees). Ask around in shared circles of social media friends. Watch what the person discusses or talks about via social media if they have a personal page. Is this the kind of person with whom you want your name and brand associated? Because, it will be, if you allow them to feature you, market you or "friend" you.
The bottom line: your brand and business are your life-line. It's up to you to care for them. While word of mouth is the best form of advertising, "free" isn't always without a cost of some kind. Be selective in the company you keep and about who features your name, products and brand. Take the time (which may very well be the cost) to learn more about this potential partnership. Investigating may be time-consuming, it can be brand/business saving in the end. The responsibility is yours.
Caveat Mercator (Let the merchant beware)
Kallan
As someone who has run businesses both large and small for over 25 years, I've found many small Pagan business owners have little to no experience in running a business when they begin. In fact, very few of them show an interest in the business side of their endeavor- they just want to create their art, in whatever form that takes (books, paintings, statuary, music, et al...). Even fewer have the financial means with which to learn by the seat of the pants or take online business management classes. Those who have attained a modicum of success find their time to monitor social media, marketing, etc.. is limited or they don't have an interest in brand studies. They want to be on to the next project or masterpiece.
Unfortunately, this leaves both groups vulnerable to charlatans and other unscrupulous folks who want to ride on coattails or use these people for their own
Social media is in its wild-west phase; much like the internet in the early 90's. Snake oil salesmen disguised as friends, associates, do-gooders, et al are rife and rampant. The onus is on the brand-owner to be careful about the alliances they make-- the brand's success or failure depends on it. While you, the merchant or brand-holder, may not engage in unscrupulous practices, if your friends and associates are known to do so, then it's guilt by association. That's a killer in a competitive market, or in a non-competitive one. We are known by the company we keep.
The old adage, "if it looks too good to be true, it probably is" hasn't lost its power on the internet. In fact, it may be more true than ever. If someone is offering to hawk your items or uses your name in association with themselves, it behooves you to check this person out. Even the sparsest investigation (which I call "Google-stalking") can reveal the character and integrity of this person or site.
For those who want to market or, in the more common social media vernacular "feature" your wares or brand, peruse the site. How are others being featured? Are the photos associated copyrighted to the brand-owner or blatant copyright violations? Is it clear that the site is featuring the product in the best light or is it evident that the product is simply one of many that are featured in order to boost the site owner's standing in the community? For brand owners, were you featured by the person as a true expression of the person's interest in you, your product or services? Or, were you featured for the use of your endorsement to further the interests of the site owner?
Investigate the person who wants to use your information. Do they have a blog? If so, how many? Read the blogs. Are they original works or are they plagiarized by either clear copy/paste or mirroring of an entire post and not giving attribution to the author? Check sites that allow for reviews and complaints, like the BBB or Glassdoor (if the company has employees). Ask around in shared circles of social media friends. Watch what the person discusses or talks about via social media if they have a personal page. Is this the kind of person with whom you want your name and brand associated? Because, it will be, if you allow them to feature you, market you or "friend" you.
The bottom line: your brand and business are your life-line. It's up to you to care for them. While word of mouth is the best form of advertising, "free" isn't always without a cost of some kind. Be selective in the company you keep and about who features your name, products and brand. Take the time (which may very well be the cost) to learn more about this potential partnership. Investigating may be time-consuming, it can be brand/business saving in the end. The responsibility is yours.
Caveat Mercator (Let the merchant beware)
Kallan