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Using Bloggers For Pushing Products A Good Idea
here is an interesting a trusted source holds much water
conversation in the to consumers. Word of mouth is
blogosphere. The discussion undoubtedly the most effective
centers on using bloggers to push form of advertising. Marketing
products and getting compensated people put a lot of weight into
in return. Should bloggers accept pursuing free publicity. Aware of
monetary payment or any form of the massive growth of blogs and
remuneration for writing about the increasing clout and its
certain products, services or being a trusted medium, it isn’t
events on their blogs? surprising that bloggers are
being used to promote products,
Issues and Views services or events. Blogs have
the ability to disseminate
Now that blogging is spreading information instantly to a
like wildfire, drawing large widespread audience.
crowds of audience, business
advertisers, sponsors and the Everyday, more companies are
like are one in advocating it as paying bloggers in cash or in
an effective means of advertising kind for promotional spaces on
– getting a company’s message their blogs be it in the form of
out. It is now everyday staple to outright sponsorship or product
see advertising on personal reviews. Most bloggers keen to
blogs. Leading companies like keep their blogs financially
Microsoft, Nokia, and General sustainable openly accept
Motors have even joined the sponsorship and carry ads on
“blogwagon’. Top management their blogs.
executives like Sun Microsystems
president Jonathan Schwartz and A problem now looms. Blogging has
Intel chief Paul Otellini now no established code of ethics
blog. It is a fact that word from regarding bloggers accepting
compensation for blog coverage. to write anything positive or
The immediate issue bloggers will negative. They are at liberty to
have to address is whether blog openly about Marqui products
bloggers can accept payment in or pursue a different approach.
any form for writing about In return, they will be paid $800
specific topics. If yes, a a month. In-depth details of the
subsequent issue is disclosure program rules together with an
and transparency. Certain events FAQ section are posted online in
have brought these issues into Marqui’s own blog. According to
focus. These events have sparked Stephen King, Marqui CEO, the
engaging discussions and varied program has been a success.
views on the appropriateness of Company mentions on Google
all these going ons in the skyrocketed. Marqui has been
blogosphere. swamped with reader feedbacks on
its products. Conversely, the
Marqui, a Vancouver company that program has drawn many
sells communication management criticisms.
services for automating websites
announced its experimental Rob Greenlee of WebTalkRadio
program – paying bloggers to commented that it is unnatural to
mention the company in their think that a paid blogger would
blogs. The aim is to increase post negative comments about a
brand awareness among the sponsor. Stowe Boyd, president of
powerful members of the software Corante’s weblog network
developer community. Marqui threatened that the Marqui
signed up 20 bloggers. Under the program will turn the blogosphere
program, bloggers are mandated to into a graffiti-laden slum where
display Marqui icon and mention the readers won’t be able to
Marqui in their blog posts at distinguish if a blog posting is
least once a week. They are free genuine or a paid message. In his
response, King defended that if a bookstores to generate buzz for a
reader comes across a blog and particular book, feigning
sees the part that is sponsored, ignorance. A recent service
certainly there will be called Pay Per Post patterned
skepticism. However, bloggers after pay per click business
disclose their relationship with model pays a blogger a commission
Marqui, write both positive and for each completed (clicked) post
negative comments without fear of that promotes the advertiser’s
any deletion from Marqui. Another product or service. All these
blogger feels that the Marqui different situations point to a
program just needs some need for some ethical standards
fine-tuning. Disclosure of bloggers should adhere to. Some
payment arrangement between basic guidelines have to be set.
Marqui and participating blogger
should be mandatory. Contracts of Blog Ethics and Standards
bloggers should not be renewed
based on positive write-ups they Bloggers are known to be
provided or whether they are non-conformists. This distinct
amenable to writing product characteristic distinguishes them
reviews, be it favorable or from the rest in the online
unfavorable. world. They are typically
beholden to no one. They are
Newsweek revealed that 100 defiant in the face of authority.
influential members of the tech Bloggers comment and spread
community, Silicon Valley, were information according to their
periodically offered products or own unconventional standards. On
services in return for word of the contrary, it is also this
mouth endorsements (or not). freedom that may jeopardize their
BzzAgent, a Boston company integrity and thus their value.
enlisted volunteers to call up
At present there are no definite for free. It will not do the
ethical standards that lay down a company any good if a reviewer
blogger’s responsibilities and just sings praises. If there is a
provide a clear code of conduct problem with the product, the
that will ensure his integrity. company would surely like to be
Bloggers have no definitive code informed to make the necessary
of ethics but there are some improvements. Readers will be
general principles that are properly informed and form their
widely held. Transparency is the own judgments. A blogger should
hallmark of blogging. It is one in all instances maintain
of the weblog’s distinct independence and integrity. Lost
characteristic and greatest trust is extremely hard to
strength. A blogger should be regain, in some instances, never
transparent with regards to his regained. A very important tenet
actions, motives and financial that any blogger knows by heart
considerations. Since blogging is is to publish as fact only that
a trusted medium, it is to every which he strongly believes is
blogger’s advantage to disclose true. He should be open about his
conflicts of interest (monetary sources, biases and actions.
or otherwise) when appropriate. A
blogger who is given free access In a nutshell, using bloggers to
to a service he is reviewing or push products may be acceptable
receives a product for review to some, but others may frown on
should disclose said fact. it. As for bloggers, it is a
Subsequently, there is an matter of choice. A blogger may
implicit understanding that the be open to accepting payments to
blogger will be objective and help build buzz for a product on
honest. Anyway, a company should his blog or not. If he does
not expect a positive review just choose to accept compensation,
because the product was provided transparency and disclosure are
of utmost importance. His
reputation is stake.
About the Author:
http://www.theinternetone.net
Read more articles by: Danny Wirken
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