World Wide Raves vs. World Wide Rants

This week in our public relations class, we learned all about public relations and the law.  After reading this blog post  about 3M from Marcom Professional, I understood the need for social media ethics.  In this post, the author David Meerman Scott, explained that as a joke, a man named Scott Ableman and his colleagues covered their friend’s car in 4,000 colored post-its from 3M.  The photos were viral and were viewed by millions on Flickr.  Because of all of the free publicity that it attracted, 3M decided to use it in its back to school campaign- without giving credit to Ableman.  3M mimicked the idea, took their own pictures, and used them in their back to school marketing campaign.  3M should have paid Ableman and his colleagues or at least put their names somewhere on the marketing campaign to give them credit.  As the David, put it… This campaign turned a “World Wide Rave” into a “World Wide Rant” .