Customer, Meet Brand

Great post by Jennifer Leggio (aka Mediaphyter) on the pros and cons of customers and brands interacting by way of sponsored blog posts.

The money grafs (pun intended) from Jennifer:

"The questions:

• Is sponsored blogging authentic?
• Is it transparent?
• Is it sustainable?

Authenticity: Why not? A person can do a sponsored blog post without selling his or her soul just as a product reviewer can be unbiased when he or she gets a free gadget to try out for a while (or keep, depending on the reviewer, and that’s a whole other debate). This is not an issue of integrity. People need to stop making it one. Nowhere in any of the PayPerPost marketing info do I read “if you sponsor a blogger you guarantee that blogger will sing your praises.”

Transparency: Again, I say, why not? In the case of blogger transparency, using Brogan as an example, he’s one of the most transparent guys on the Internet even before he did this post. That did not change with his sponsored post. You still saw the true author. In the case of brand transparency, Kmart took a risk sponsoring Brogan to do this post. I’m sure, behind the scenes, management had tough conversations over what piece of their business might be exposed by giving someone more intimate access. It’s the same thought process that an enterprise tech company goes through before determining whether or not it should send one of its products out for review.

Sustainability: Wait for it… YES. This is absolutely sustainable, and I think this is the most important question to answer."

Go read it.

Comments

[Christopher Carfi]

Just to reiterate...this was a really good story.