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Using blogs as buzz-marketing tools can have its dark side. Blogs, in the hands of those who use the technology unscrupulously or in “stealth” mode, are a double-edged sword, as likely to generate bad publicity as they are good.

As with any other nascent marketing tool, mistakes are inevitable. Because of the viral nature and speed of cyberspace, those mistakes tend to be noticed and talked about. Face it: A lack of authenticity and transparency only buys one thing — a whole lot of trouble in the blogosphere!

Mazda made this mistake during promotion of the new Mazda M3 cars. In October 2004, a blog called HolloweenM3 appeared on Blogger.

The blog purported to be written by Kid Halloween, a 22-year-old blogger who claimed to like movies with car chases. The site’s two postings both linked to videos featuring Mazda M3s that the blogger claimed to have found on Manhattan Neighborhood Network, a New York public access television station.

Though Mazda may not be responsible for the blog, many are convinced it was the brainchild of the company’s marketing department, citing production values, the server the videos were hosted on, and the fact that the Manhattan Neighborhood Network doesn’t sell advertising. True or not, the perception that Mazda was attempting to manipulate the blogosphere has created a negative backlash against the company. Fake is fake, folks, and consumers don’t appreciate it.

The same holds true for any campaigns where marketers recruit other bloggers to spread the message on their behalf. Be up front about what you’re doing, why, and what you expect from the blogger. Expect the blogger to do the same with his or her readers. And if you want to achieve authenticity, don’t try to influence what the blogger has to say about the product or service.

Using ethical practices help you ensure the buzz you get is the buzz you want. People are going to talk after all, and they use blogs to do it.