So, in this month’s edition of Forbes, there is an article entitled “Blogola” about Ted Murphy and his company, Izea Entertainment. The article describes how Izea compensates bloggers to write reviews of its clients’ products.  Clients include some heavy hitters like HP and Sears.  Since it seems that the payment is made for favorable reviews, the watchdogs are baringtheir teeth.  Companies, however, seem to still be on board to some degree.  Consumers are standing in the middle of all this.

This poses an interesting question for marketers: Is this ethical?  If you’re like me, your first reaction is “no way.”  It is my belief that bloggers and other social media connectors are like journalists and their opinions should be their own unsullied ones, not veiled advertisements.

OK, with that out of the way, we do need to realize that bloggers are not exactly like journalists, and the blogosphere and other social media are still in their wild, wild west phase.  That is, some people just do whatever they want, and truth be told, there aren’t strict ethical standards woven into the fabric of social media like there are with traditional journalism.  So, let’s put this argument aside.

Here’s the real rub.  Despite the church and state wall that is supposed to exist between the editorial and advertising functions of traditional media, do you suppose that some stories get picked up to support an advertiser, or that some get squashed to protect an advertiser?  I’m not saying this is the rule, but the exception rears its head more often than the average consumer would think.

So marketers, what to do about this?  This is likely the marketing ethical dilemma of this decade, if not the century.  Bloggers and companies that walk this line well and keep their audiences in mind will be the winners in the race for the hearts and minds of consumers.
 
Twitterview 06/17/2009
 

In Burrell Luce’s June 2009 newsletter (http://www.burrellesluce.com/newsletter/)  they give five tips for conducting “Twitterviews.”  That is, conducting an interview via Twitter.  The tips are simple but demonstrate the impact MPR can have as well as pointing out the ability for social media promotion to cross over into mainstream media.

Reflection:

Select a person you’d like to interview for a specific purpose, and plan a Twitterview using the five tips. (Obviously, the purpose is to contribute to reaching an MPR goal.)

 

 
 

Here’s an interesting debate starter.  Sarah Palin, or at least some folks claiming to represent her, have started an MPR campaign to attempt to get veteran talk show host David Letterman fired.  The Palin camp has accused Letterman of making indecent remarks about Palin’s 14 year old daughter.  In retaliation to Letterman’s comments, the pro Palin people have created a website , distributed a press release, organized a rally outside the Ed Sullivan Theater where Letterman tapes his show, and created a Facebook page.  The website even includes tips on how someone can use their power as a connector to further the cause.  The tips are:

1. If you are on Twitter, send out tweets now asking people to go to http://www.firedavidletterman.com and sign the letter.

2. Write blogposts identifying the sponsors! (see the far left column for the list) {They also mention writing to the sponsors}

3. Call your local talk radio program today and promote the site http://www.firedavidletterman.com

4. Join the Facebook Group "Fire David Letterman" and message all your friends on Facebook to join the group.

5. Call 3 friends tonight and ask them to sign the letter at http://www.firedavidletterman.com

6. Email all your contacts and ask them to sign the letter at http://wwwfiredavidletterman.com

It is not my place to say who I believe is right or wrong on this issue.  It is my business to point out that even those with limited mainstream media experience and a limited budget can take on the big established media players.  Almost anyone can employee techniques of media relations, social media, and word-of-mouth (MPR-that is) much the same way these Letterman lampooners have.

Reflection:

What is the motive of the Palin camp?

What are the Palinites doing right relative to using MPR?

What could they do better?

Does Letterman or CBS have something to gain or lose? How should they respond, if at all?

 

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