Employee Blogs 4 Integrity

ValleyWag today suggests that one of FM's conversational marketing campaigns is hurting the editorial integrity of our authors. It says that Microsoft paid them to write, which is simply not true. They were invited to join a conversation with readers about Microsoft's new theme, and they did so, but they didn't write about it on their blogs. The only money they get from Microsoft is from ads running on their sites, for which they're paid by the page view. (Federated Media)

Federated Media, a blog collective under the leadership of John Battelle (a digital media industry stalwart), has been experimenting ith a new twist on banner advertising over he past couple of months. Key "a-list bloggers" were paid to offer their opinions on Microsoft's People-Ready campaign. The range of response is pretty wide, the story will be around for a couple of weeks.

It's an inflection point in blogging.

Rather than repeat the details of the story (it's becoming an interesting melodrama, there are key links below). What's most interesting is this is yet another data point in the emergence of a blogging behavioral standard. "It's not what you do but how it's perceived that matters."

Everyone who blogs exposes themselves to this standard. If you blog, your integrity will be judged by the perception of your actions, not your intentions. It's really challenging to manage that level of implication for all of your employees.

In public writing, what people think of your writing is very important. They may not agree with you, they may not like what you say, they may not like you, but you want to be sure they know where you're coming from. Any doubt about that removes value from your work. Do it often enough and it removes all value. (Scripting News)

Here are some other angles on the story.

• I'm shocked, shocked to find that gambling is going on in here!
• On the Microsoft Ad Campaign
• Microsoft pays star writers to recite slogan
• Conversational Marketing Gets a Close Look
• When A-List Became Elitist

John Sumser © TwoColorHat. All Rights Reserved.
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