Young PR

Sock Puppets Never Prosper - Whole Foods and Rahodeb

It is so easy to fake something online that many people can’t resist the temptation, but at the same time it is never possible to keep that lie hidden for long. And every time there is another case of web deception uncovered, every online communicator in the takes a hit.

Last year Trevor Cook and I started the anti-astroturfing campaign to draw attention to cases of malicious, unethical behaviour online in order to raise the issue on the agenda, spark some debate and educate communicators in how to avoid the pitfalls of lying online.

Thing is, you’ll never stop bullshit online. The apparent spoils of a ‘little white lie’ are just too attractive for even the smartest of operators. Case in point: Rahodeb - the sock puppet identity of Whole Foods CEO John Mackey.

A while ago I came to the conclusion that you’ll never stop online deception. However, it can certainly be limited by educating the masses about the benefits of honesty and the pitfalls of BS. With this in mind, I started a Twitter account on behalf of my mate Rahodeb.

I started the Twitter account on a whim for a laugh - but I realized pretty quickly I could make a strong point with it. I found a WSJ article featuring Rahodeb’s greatest hits, so I decided to share ‘em with the masses - one Tweet at a time. I even borrowed Rahodeb’s words for his bio:

I’ve stated my identity on this board before, but no one apparently believed me.

I am George W. Bush and a long-time customer of Whole Foods Market.

I own quite a bit of stock in the company and have owned it since the IPO back in 1992.

At the end of the day it doesn’t matter what my non-screen identity really is or what yours is or who anyone else’s is on this board.

It ranges from the funny, to the poignant, to the downright absurd. Some of it is even eerily prescient of the damage to come. But every word of it is a direct quote from John Mackey’s sock puppet.

Seemed like others enjoyed the idea to:

Joseph Jaffe

Looks like Twitter can be used pretty effectively to make a clear and loud statement

Todd Defren

Lastly, and most telling of the mishmash of media matters, I’ll recommend you all to add “rahodeb” to your list of Twitter friends … Now you can find a delicious mockery of “Rahodeb” on Twitter.

Forget about the cheeky monkey who came up with the idea to do this … My point is that within days of the Mackey episode, we’re being treated to a full-on parody that I am consuming as eagerly as any news article.

Peter Shankman

Either the CEO of Whole Foods, John Mackey, is following my Twitter Posts, or this is the best practical joke I’ve ever received via email…

(and some amusing interaction with Dave Armano)

Take a minute to read through the Tweets, you’ll shake your head, but what you’re looking at is a case study in how to destroy your reputation online. Share the story with your clients, contacts and luddite mates - if you stop one of them from taking the easy route of deception, you’ve done the online world a service. You don’t want to see one of them making an ‘error of judgement’ that leaves their reputation in tatters.