PulsOpinion

An offshoot of the Podcamp discussion was Blogger code of ethics. There are pages on it when you do a Google search.

So what’s the big deal about bloggers and ethics? Why so much fuss….?

The discussion began during Brian Koh’s session at Podcamp Singapore and a question rightfully asked by Melvin Yuan….’Ethics are ethics. What’s so different about blogger ethics? Why hype it so much?” The next question was “Why are agencies saying different things? A PR agency proactively comes with a big list of ‘cannot do la..!’- no financial implications, no discounts/ freebies etc while the Marketing/ Advertising arm of the same firm may come with financial benefits for writing about their client.”

Why such confusion?

To understand why agencies behave the way they do one needs to look at the way they function.

The function of communication be it advertising/marketing/direct mailing/events/PR is to reach out to people that matter. The most common medium used to do this is media: print/television/radio/new media. So the vehicles are the same…but the route to reach out to customers is different.

Public Relations believes in ‘influencing the influencers’ by building relationships. They provide material, arrange for client meetings and hope that information will result in coverage. In the end what is covered is the sole discretion of the writer. PR has strong policies against what they term as bribing. For them media and message cannot be bought and I guess that is why people still believe in the credibility of the press. By initiating code of ethics they are simply trying to maintain the way PR fundamentally works.

Advertising/marketing has always worked on the concept of buying media space. They usually plug client fed information in the space that they buy and this is most commonly known as ads. Since traditionally they have been doing this, they continue to offer financial benefits for the write-ups.

Though traditional agencies have separate departments for each function and are able to avoid confusion- it is not possible to replicate the format with blogs. That leads to mixed messaging.

So what can a blogger do?

1. Ask questions and be upfront to first know who you are talking to…PR or Advertising

2. Define the path you want to take and make it clear to the agencies upfront. You may consider writing a disclaimer in your blog that clearly clarifies your stance on PR/Advertising.

3. If you do not want your write-ups to be influenced and still want to earn, try adding an advertorial section to the blog

4. Consider external links so there is no messing up with your content

Have more ideas…please post them as your comments.

Blogs have social momentum and their usage is enabled with technological comfort. While third party blogs can be good ‘listening posts’ for conversations about your brand, a well- written company blog can provide a huge interaction point for a large number of existing and potential stakeholders.

Of late I have been meeting a few MARCOM managers…primarily to gauge the impact of recession on budgets and communication strategies ….for my article. During these ‘Starbucks’ sessions (that’s where we end up, eventually), following were the noteworthy comments: ‘Social media marketing is like an open sea…our communication teams are full of ideas but these appear as ‘one size fits all’ type of stuff. Everybody wants to do everything in a hurry not to be left out and more often than not are all over the place!… we came up with a blog but now we are stuck- it takes so much resources to maintain and promote…how can we make the best use of what we have without investing a penny more…’ . Well then, maybe this post is for you -creating winners with blogs…. in 5 simple steps. Of course, there are not just 5 steps, but these are the building blocks- I’ll be adding more in future posts, but will be looking for your additions in comments

How could companies gain leverage and traction through blogs:

Brand monitoring: Just like you practice what publications write about your company and competition everyday, monitor closely what people are talking about you. (Yes- there is someone out there that ought to talk about your brand) Determine brand sentiment and its triggers.

Employees are enthusiastic spokespeople. Leverage: Social networking unlike traditional media is more complex and its huge. You need all the help you can to effectively track what’s happening. While all employees are not spokespeople, encourage them to communicate what they see and hear about the company. Determine what needs action and decide the next steps.

Engage your audience and communicate – have a dialogue: Be open and use this as a platform to discuss the latest in the company. Structured and consistent messages are the key.

Leverage influential bloggers: There are millions of blogs out there. And probably a sizeable proportion exercise good influence. Learn about like-minded bloggers and make them your brand ambassadors. Engage with them regularly.

Measure and optimise: For accurate audience metrics, relevance of content, effectiveness metrics.