Our reality entertainment fueled and social media infused culture had made competition for the spotlight considerably more intense.  Pop artist Andy Warhol most likely never imagined the depth of desperation some would regress to achieve their fleeting 15 minutes of fame.

Consider parents Richard and Mayumi Heene who tricked the nation into believing their six-year-old son was in harm’s way trapped inside a renegade balloon.   And then there is the tale of social and political impostors Tareq and Michaele Salahi who crashed a White House state dinner as part of a play for a reality television program.

Although a disturbing trend, I assumed this boorish behavior was the domain of rogue individuals seeking unearned attention.  That was until I stumbled across this story (http://sports.espn.go.com/nba/news/story?id=4724195) of a semi-professional basketball team tricking its community into buying game tickets.

Utah Flash Brandt Andersen owner acknowledged in his blog (http://dleagueutah.blogspot.com/2009/12/mj-vs-b-russ-challenge-didnt-go-like.html) that their promotion of an appearance by Hall of Fame player Michael Jordan “didn’t go like any of us had hoped.”

Perhaps that would be because Michael Jordan never confirmed his attendance at the event.  He never even acknowledged the invitation.

The lesson here for organizations employing social media marketing is that the tenets of acceptable corporate citizenship always apply.  Be honest and transparent.  Respect your customers, employees, investors and vendors.  And never sacrifice your reputation for a little bit of interest and fame.

Marc Hausman is president and CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, Maryland.  Read more at http://www.strategicguy.blogspot.com.