chrisbrogan.com - Latest Comments in Differentiating Between Blogger Relations and Sponsored Content

Re: Differentiating Between Blogger Relations and Sponsored Content

Bill Nickerson — Sun, 13 Dec 2009 14:03:40 -0000

One of the problems with online promotions is the area of trust. Certain people (such as yourself) are known and trusted. They are celebrities of the new world.

However, people like me are unknown and harder to trust. There are millions of us and many are not trustworthy. Unfortunately, those of us who are will often be lumped in with the bad ones.

It's like telling your kids to stay away from strangers. Not all strangers are bad people but you can't tell just by looking which ones are.

Re: Differentiating Between Blogger Relations and Sponsored Content

carlgriffith — Thu, 15 Jan 2009 00:54:27 -0000

Great piece Chris. You've clarified for me the various components I think and, in doing so, suggested some rules around each of them.. I've been engaged in this activity with my company for a while and understanding the thoughts out there is useful in moving forward. Thanks.

Re: Differentiating Between Blogger Relations and Sponsored Content

Mitch — Wed, 14 Jan 2009 22:05:24 -0000

In general, I hate the concept of sponsored posts if it's about that specific product, and since I haven't yet seen one where someone sponsors a post that's not about them, I guess that means I'm generally against it. Having said that, I believe that how the readers interpret it depends on the relationship they've built with the blog writer. I know a few who write sponsored posts and their readers love getting the information because they've established a nice rapport with their readers. I also know some who write a sponsored post, and it turns into a ghost town.

My blog is finally getting to the point where I'm getting some requests to write a sponsored post for them, and I shut it down. Too bad because a couple of them were things I was about to try out for myself, but now have decided that, if I do, I won't write about it, unless I decide to "out" the company for trying to pay me before writing the article itself. I think some people can write a dispassionate article about someone who's paying them to write about them, but I've yet to see an article where someone said they were getting paid, then trashed the product.

So, just how honest will someone be if they're getting paid for it? That's probably the million dollar question.

Re: Differentiating Between Blogger Relations and Sponsored Content

Tony Farley — Wed, 14 Jan 2009 11:16:36 -0000

I see that now. Thanks Chris. And it was a good "Lab" with some good learning for all of us. Thanks.

Tony

Re: Differentiating Between Blogger Relations and Sponsored Content

Seth Goldstein — Wed, 14 Jan 2009 09:08:49 -0000

Chris,

I understand what you're talking about. There is a difference between Sponsored and Blogger Relations. And to be honest, even though you disclose your relationship to the product or vendor, many don't for whatever reason. Journalism has been around for centuries. Blogging in its present form has only been around for about 10 years max. The rules of blogging vary depending on the blogger and readership. If someone doesn't disclose that they are being paid to blog about something then their alliances should be questioned... is it to the person with the $ or his readership.

But with that in mind, it's also up to the readers of the blog to have an dialog with the blogger and to find out what his intentions are for his blog. There is no set way to blog. If you want to write all sponsored posts, go for it. If you want to disclose your relationships with a product great. But in the end blogging as you've said is merely a platform for self-publishing.

Blogs have been used for more than just online writing spaces. They be been used as CMS web sites as well. So I think the word blog and the ethics that some wish to impose on the practice should be left up in the air and dealt with on a per blog basis.

As far as your site goes, I enjoy reading it and participating in the conversations that almost always erupt from them.

Keep up the good work!

-Seth Goldstein
http://www.sethgoldstein.net
http://www.twitter.com/seth...

Re: Differentiating Between Blogger Relations and Sponsored Content

chrisbrogan — Wed, 14 Jan 2009 01:41:15 -0000

@Jeff - thanks for the thoughts. I appreciate your circling back around to help. : )

Re: Differentiating Between Blogger Relations and Sponsored Content

Jeff Korhan — Tue, 13 Jan 2009 21:15:12 -0000

@chrisbrogan As requested, I'll try to clarify my earlier comment.

Communication is an art. As with any art, there is an invisible quality that connects. In music, it may be the space between the notes that makes it music. Otherwise, it's just noise. In blogging, it may well be the perceived presence of the blogger. In the recent posts, it's as if you stepped back a few paces and became more distant - a little less familiar.

It wasn't just a few weeks ago that we were talking about Twitter DM's and bots. Virtually all agreed that for whatever reason, we all know when the message is not human. There is a lack of connection that is not readily apparent, but noticeable nonetheless at some level. That human quality is a complicated thing, but we recognize it immediately - and we applaud it..

Re: Differentiating Between Blogger Relations and Sponsored Content

J. M. Strother — Tue, 13 Jan 2009 19:30:44 -0000

I'm glad the CES is over, because I missed you.
~jon

Re: Differentiating Between Blogger Relations and Sponsored Content

EltonX — Tue, 13 Jan 2009 16:14:54 -0000

Chris,

Good read. I really like you creating a line here between the two camps.

I still remember when bloggers did it for the love of publishing their voice and connecting to the "great ether unknown". Boy have things changed in just a few short years. Should we consider Blogs blogs if they are somehow getting something in return? Or are these now online amateur magazines.

Also, find it interesting that being a retailer myself, our blog relations always are much heavier push than pull. The majority of bloggers we work with already "own" our product and are more than happy to write and evangelize when we contact them. They're like "Wow, Company X actually contacted me...how cool. I'm such a fan....I would be happy to write." Others....maybe starting down the "how can I make money on my blog", say, "Can you give me a free sample that I can have a giveaway for my readers."

Re: Differentiating Between Blogger Relations and Sponsored Content

Lorelei — Tue, 13 Jan 2009 15:39:32 -0000

re: Jacob Morgan
Okay - admittedly I am new to this whole topic. But I was under the impression that Bloggers are not in any way journalists. They are people talking about subjects that they are passionate about, and thereby have some expertise. Obviously some bloggers are more expert than others, and one can easily figure that out.

Re: Differentiating Between Blogger Relations and Sponsored Content

Aaron Uhrmacher — Tue, 13 Jan 2009 15:33:47 -0000

Good conversation here.

On the one hand, you've done just what Panasonic hoped. You allowed them to pay for you to go to CES, you attended their events, took pictures, blogged about it and when you returned, raved about your experience and even did a giveaway on your blog. They received great SEO and coverage on a leading blog, and you got a trip to Vegas.

You were transparent about it from the beginning. The part that disappoints me is that Panasonic did not participate in the social media part of this in any way throughout the process (even by just commenting on a post!). So is this an authentic approach by Panasonic or is it pay for play? I think that's the heart of it for me (which I see echoed above in some comments as well).

Anyway, just waned to bring it up for discussion and hopefully get your thoughts.

Re: Differentiating Between Blogger Relations and Sponsored Content

jacobmorgan — Tue, 13 Jan 2009 15:07:16 -0000

hey chris,

im actually curious to hear your take on a post that david churbuck (vp web marketing at lenovo) put up around 2 months ago http://www.churbuck.com/wor...

"If bloggers want to be accorded the same respect and gravitas of a professional journalist/writer then they need to abide by the same code of ethics. Journalists don’t accept money to cover stuff. Period. They may do that in some backwards nations, but not in the USA. Bloggers who join any sort of program that compensates them for coverage of any kind — positive or negative — openly disclosed or not — are, in my traditional ethical mindset, crossing the line."

Re: Differentiating Between Blogger Relations and Sponsored Content

Jack Repenning — Tue, 13 Jan 2009 15:05:30 -0000

I really like the way you draw this line, Chris (in all your work, not just here). None the less, there doesn't seem to be any inherent line of demarcation, more a continuum or spectrum. Which is exactly why we should be careful to distinguish the ideas: to keep alive the questions of bias and trust for _every_ individual post.

Re: Differentiating Between Blogger Relations and Sponsored Content

Brandon Carlos — Tue, 13 Jan 2009 14:51:41 -0000

@Chris Brogan

Absolutely, I wasn't ever confused about the agenda of these organizations. And you obviously aren't, either. But there are plenty of places for organizations to try their products out on "every day" people *(see www.bzzagent.com or www.influencers.ca, entire word of mouth communities).

And I have trouble believing that your writing has anything to do with it, either-- there are thousands of great writers in the blogosphere.

You command an audience, and you gained that following by being a social media expert, plain and simple. People don't come to this blog to hear about your "experiences" with Personal Chef to Go, they come here because you're a social media authority.

i equate your version of blogger relations to sponsorship. Call it what you want, you're being given a product with the intention of boosting sales. Sure, you could report negatively on it, but when have you ever done that?

Re: Differentiating Between Blogger Relations and Sponsored Content

Lorelei — Tue, 13 Jan 2009 14:47:52 -0000

I agree with Chris. The companies are after his experience and many times, they may want to hear what a non-expert in the field has to say. Sometimes we can learn more from the non-experts. They don't approach the task in the same way, and that alone can bring interesting information. Chris might find the food great because his taste buds are not as refined as an expert, but he could have some interesting insights into the service or packaging.

It seems to me that the main point is to be transparent. If you are clear about the relationship with the company and clear about what you are doing - telling us what Chris Brogan thinks about the product - then I don't see any problem with it. We are intelligent enough to decide if someone is being real and we can decide to continue reading or tune out. It is definitely clear to me from his blog that he is not a foodie.

Re: Differentiating Between Blogger Relations and Sponsored Content

chrisbrogan — Tue, 13 Jan 2009 14:30:24 -0000

@Brandon Carlos - so here's my take on what you said. I'm not being sent this stuff to critique it. I'm being sent this stuff to experience it and write about the experience. The difference is HUGE. I'm not a tech reviewer. I'm someone who uses tech. The differences are monumental, and that's what these companies are experimenting with.

Believe me, there are tons of people more qualified to judge which foods are quality and gourmet. I work with Justin Levy every day and he's better qualified than me.

But what these people want when they send something my way is that they want MY thoughts and how I experienced it. One reason is that I write rather well. Another reason is that I have an audience, and within that audience are people who might be interested in the products.

Why is Personal Chef to Go of interest to me? Because I'm busy. I fly all the time. My family is on the run. By having my food prepared and sent in a "just heat it up" method, I'm getting back some time that I can use different ways. Make sense? It's not because I'm a gourmet, but because I'm a user. Ditto the Panasonic.

Make sense?

Re: Differentiating Between Blogger Relations and Sponsored Content

Learn internet marketing strat — Tue, 13 Jan 2009 14:16:24 -0000

Thanks for providing this information and really it is very useful and nice to read.

Re: Differentiating Between Blogger Relations and Sponsored Content

Brandon Carlos — Tue, 13 Jan 2009 14:09:42 -0000

I really wish I had caught this post earlier, Chris.

You know that blogger relations hits close to the heart. I like that you distinguished between blogger relations and sponsored posts, but you failed to address the real issue here: what constitutes good vs bad blogger relations practices.

It's great that Personal Chef to Go, for example, sent you some free product in the hopes that you'd write about it. The issue: You're not a food critic! Your expertise is in the social media space. I can understand, then, if you were commissioned by a new social media service to try out their product; that would make sense to me (ofcourse, social media is, by definition, free, so how do you stand to gain from that). What does a social media advisor like youself have to do with food more than any other person online?

The difference is that you are an "influencer;" and this is where blogger relations becomes bribery, selling-out, fake, fraud, exploitation of an audience for capital gain.

I'm a firm believer that if you're great at something, you have the right to make as much as you possibly can doing it; but not at the cost of the people who depend on you.

Re: Differentiating Between Blogger Relations and Sponsored Content

Jennifer Jarratt — Tue, 13 Jan 2009 13:12:19 -0000

I'm not nervous, I'm enjoying the discussion.
The problem you have is that it is difficult to be a one-man-band. Old media has/had worked out how to have a successful business model and to preserve a proper distance between news, opinions, reviews, etc. and crass commerce. The people soliciting ads and sponsorship were not the same as the people criticizing and reviewing. In the new media, they can be all rolled up in one person, which is you. That's why it can make your readers feel queasy. Are they reading you as the honest broker of independent opinion, or you as the shill for whatever company you are currently in bed with. As a pioneer, you seem to be honestly struggling with these issues. You can't manage them all, however.

It's interesting how blogs are being aggregated. Someone will soon work out how to build a business model of a blogging "community" that includes independent talent, information, sellers, buyers, opinion leaders et al. all in the same package, but clearly distinguishable from each other.

Re: Differentiating Between Blogger Relations and Sponsored Content

Chris Marsden — Tue, 13 Jan 2009 13:12:04 -0000

@chrisbrogan - I like your point about lab (isn't that your company name?). I think it makes a huge difference if you are engaging in an experiment and reporting your findings and generating new questions and then digging in and researching those questions.

Maybe your advice and opinions and experience with Panasonic are not as unbiased as you thought (going by some comments, I thought it was fine). Maybe you missed some angles like disclosure on twitter and whether you would have paid for the experience and products. But it is an experiment. You learned things about the process, not just Panasonic. Maybe you'd do it again, maybe you'd tweak some things, or maybe you'd running screaming in the other direction.

Regardless of how I (or anyone else who read's your blog) have been influenced towards or away from Panasonic, I (we) should be looking at the experiment, not just the company/product involved. I have clarified for myself some self-checks for when I do reviews. If given a similar opportunity, I will already be a few steps ahead in the collaborative research project. This is the value I (we) take from your site. This is why I (we) subscribe.

Thanks for experimenting and reporting.

Re: Differentiating Between Blogger Relations and Sponsored Content

chrisbrogan — Tue, 13 Jan 2009 12:37:07 -0000

@Jeff Korhan - can you explain that a little better? I don't disagree, but I'm not sure to what I'm agreeing.

@Jennifer Jarratt - you said that the last time I wrote about this topic. What's your take on it all? You've indicated that when I talk about advertising-type content, you're nervous. How do YOU consume advertisements? I'd love your perspective.

@Shelli Johnson- and as I'm a noob at Yellowstone, that kind of content would be really useful, so maybe it's a matter of HOW or the circumstances of such advertorials.

@Chris Marsden - that's a really great question, the "Would I Pay for It?" I'm going to do something with that in follow-on posts. It's really powerful.

@Tony Farley - while I'd never want you to stay subscribed if you don't find the value, I'm hoping you'll understand that I use my blog and all the work I do as a lab for figuring out what comes next. I signal ahead of every post and I try to call back to the first post when something is part of a lab experience. You'll see links back to the first Panasonic post with that. Does that make sense?

@Ellen - thanks for that.

@BarbaraKB - that really makes sense, what you and Jason mention above with regards to the tweet stream. 140 characters isn't enough to disclose. I will take that perspective forward.

@John Eich - great point and thanks for filling in the other thoughts. I'm appreciating your thoughts and perspectives. Gives me yet another blog post to write, too.

Re: Differentiating Between Blogger Relations and Sponsored Content

Alexander Irving — Tue, 13 Jan 2009 12:20:36 -0000

Excellent dialog! My input is simple.

The only thing that makes Blogs and Twitter worth my time is the value (interesting, helpful or thought-provoking content) they offer.

I'm not purist. -- we all have to make a living to be able to offer the good stuff. I'm a big boy and know how to skip over 'commercials', so for me it boils down to two things:

1. The number of commercials I have to sort through (TV long ago passed my limit, thus the mute button and DVR recording).

2. The transparency of what I am reading. (Is it a commercial?)

If a blogger is 'laboring' to make something fit and working on it to sound relevant and interesting, I'll know. That blogger is 'turning to the dark side'. Like TV, I'll weigh the 'value' of the program I like and make a choice.

Although, the great thing about blogs and tweets these days is that it is relatively easy to find the good stuff and the good people to follow. With more commercials and (marketing communications) on the station, there will be more channel switching and muting in the future.

Excellent question. Thank you Chris

My advice to me and anyone else who blogs "sure, why not" but WATCH IT! (he said with a stern voice) or I'll go where there's less commercial clutter.

Re: Differentiating Between Blogger Relations and Sponsored Content

ickledot — Tue, 13 Jan 2009 12:13:13 -0000

One of the earliest comments here made the point that Leno never asks difficult questions for fear of scaring off Hollywood. However, he and other chat show hosts have no problem working at the other extreme: heaping praise on their guests, deserved or otherwise.
We have so far discussed the danger that a blogger with links to a company would perhaps steer away from criticising their products too harshly.
What would have happened though if you'd found that camera to be the absolute dog's bollocks - the best example of video technology upon which you'd ever laid eyes or hands? I'm thinking that, unlike Leno and chums, you'd have felt the need to temper your enthusiasm in order not to appear as sucking up to the man. Blandness could ensue.

Re: Differentiating Between Blogger Relations and Sponsored Content

Gary Wells — Tue, 13 Jan 2009 12:09:52 -0000

How do blogger relations and sponsored content change the way I look at blogs as media sources? They don't change anything at all for me. The most important criterion in either category is crediblity. If a blogger is credible, that is if he or she has a reasoned perspective on a topic regardless of whether I agree with it or not, then I will hear what that person has to offer and consider his or her opinion as I think through the topic at hand. That is like reading George Will. I almost never agree with what he says, but I will read what he has to say. If the particular brand being discussed in sponsored content is credible - the company is a good corporate citizen, it provides good products or services etc. - then I will hear what the author has to say regardless of whether he or she is being paid to write. It's like watching TV ads put out by Best Buy. I may or may not buy the product or even shop at the store, but I think well of how the management runs that company so I pay attention to the company and that means even its ads. It's the reputation of the blogger or the brand that matters to me in deciding first whether to take the time to read and second in whether to factor that information into any decision I might make.

Re: Differentiating Between Blogger Relations and Sponsored Content

John Eich — Tue, 13 Jan 2009 11:57:07 -0000

Chris,

I think Jeff Korhan (#42) is onto something here. You've spent a lot of time defending your actions lately, where you used to just blog your ideas. You used to just follow your own advice of 'adding value' to people's work, and that trust washed back to you in the form of business. The model was simple, quick, and it flowed.

Since you've been experimenting with "blogging arrangements", you've stepped away from that model, and into another. As you've clearly and thoroughly documented (and many agree), what you're doing is not unethical - and kudos to you for taking care in this arena. I respect and am grateful for your hard work on this important point.

But I'd call a "supported post" (if not sponsored) to be less authentic. There's suddenly a third party in our relationship (you, your community...and now a patron) where before there were only two of us. I also see this as growing pains for bloggers; in the beginning they rose to power because readers knew they were peers - it was a dialogue between (informed) peers vs a top-down, shut-up-and-listen-to-the-experts model. As bloggers have gained stature and 'eminence', they've become experts. When companies pay those experts to help convey their messages, it starts looking a lot like the old model ... with comments.

I don't fault you at all for these 'supported posts'; I'm glad you're doing well, and gaining respect for your good work. I find them less interesting, so I don't read them. It's a big web out there and life is busy - when you get back to posts on what's valuable to me, I'll hit that link! Maybe I'm just a cynical Xer - always wary of the agenda! :)
...
The loyalty you've developed in me brings me to add a ps here, for what it's worth. Many years ago I was a young social worker with teens. My boss was very helpful in guiding me to learn about crossing boundaries (even very light gray ones that you cross without noticing). But we found a great indicator: whenever I'd get this slightly squeamish feeling in my stomach, even though what I was doing felt perfectly ethical, I knew there was a boundary somewhere that was being crossed. When I avoided those situations, I had internal clear skies...when I didn't, I could justify my actions, but there were clouds...

Best to you in your process on this, Chris. John