I was struck by reading in today's Chicago Tribune Business Section, the front page story about sponsored blogging. Popular bloggers can have a very real impact on sales and information. Their views are very often authentic. And when their views are not authentic, be aware that they may have incentive for that entry. Even if they are flown to a conference for coverage, that is a material gift that drives posts about the sponsor.
Bloggers who don't hold themselves accountable to their audience with respect to genuine views are becoming prevalent enough, that WOMMA has a code of ethics about bloggers accepting sponsorships. If that sponsored blogger doesn't write or doesn't write glowingly about the product, they risk losing the sponsorship in the next round of gifts or cash.
Ethics are left up to the lone discretion of each blogger in question That's true whether they choose to irresponsibly deceive their audience, and or they decide to post about something without disclosing the nature of a sponsored relationship with a vendor. They are still free to operate any which way they choose. That can include using their platform for personal reasons and financial gain.
The less authentic they are, the more they risk losing their most aware audience members. Genuine authenticity is only going to become increasingly important, because the more that is written for commercial purpose, and the lower quality of that writing, the immediate nature of the blog and the Tweet can turn into liability for the blogger. Be genuine. Take care to choose the support you get for your efforts wisely. Maintain a high degree of integrity.
Stay tuned.
Bloggers who don't hold themselves accountable to their audience with respect to genuine views are becoming prevalent enough, that WOMMA has a code of ethics about bloggers accepting sponsorships. If that sponsored blogger doesn't write or doesn't write glowingly about the product, they risk losing the sponsorship in the next round of gifts or cash.
Ethics are left up to the lone discretion of each blogger in question That's true whether they choose to irresponsibly deceive their audience, and or they decide to post about something without disclosing the nature of a sponsored relationship with a vendor. They are still free to operate any which way they choose. That can include using their platform for personal reasons and financial gain.
The less authentic they are, the more they risk losing their most aware audience members. Genuine authenticity is only going to become increasingly important, because the more that is written for commercial purpose, and the lower quality of that writing, the immediate nature of the blog and the Tweet can turn into liability for the blogger. Be genuine. Take care to choose the support you get for your efforts wisely. Maintain a high degree of integrity.
Stay tuned.
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