The first rule of Internet marketing is: Be genuine.
Microsoft just launched a new version of its Zune music player, including an online community. Bill Gates has a personal profile in the community. Here’s what the New York Times wrote about it:
Microsoft has taken pains to associate the Zune with the cachet of up-and-coming artists. In the Zune developers’ offices, a DJ turntable setup sits near flat-screen televisions playing animated segments featuring robots and biplanes. In promoting the new social-networking site on Tuesday, Microsoft executives showed Gates’ own profile, listing the Irish folk-punk group The Pogues and the Latin Playboys, a blues-rock-acid-folk group, as his favorites — a use, Gates said, of “artistic license” by Microsoft’s marketers.
They just… don’t… get it.