Definition: an orchestrated public relations campaign that seeks to create the impression of being spontaneous, grassroots behavior. Hence the reference to the artificial grass AstroTurf. (Wikipedia)
Negative Examples: Target, WalMart, Whole Foods
Analysis: Companies end up astroturfing for one of two reasons: either they don’t understand how to build online communities or they don’t want to take the time to do so (i.e. they’ve paid for a video and they want it to be “viral” NOW!). Often, these programs originate not with the PR team, but in the marketing department. However, there are also companies that have got it right, like H&R Block.
Transparency, trust and authenticity are KEY to social media success, people!
Further Reading: Paull Young, organizer of the anti-astroturfing campaign.
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