Sunday, February 20, 2005

Buzz, Blogging, Ethics and Schwag

What would we do without Steve Rubel's daily Bloglet email keeping us up-to-the minute on the latest issues? His blog alerted us to this great article on ethics and blogging, from the Online Journalism Review out of the Annenberg School at USC. Excerpt:

Cyberspace and the blogosphere add new wrinkles to the debate. Just how far can marketers go in soliciting blog coverage of their products or services? Does the practice of paying bloggers to blog about a product amount to an advertorial, embedded infomercial or product placement – and does such an arrangement violate the compact of trust between reader and writer? Or is it simply the next logical step in the blogosphere’s evolution from hobby to business opportunity? Do different rules apply to journalists who blog?

131 Comments:

At 12:42 PM, Blogger alan moore said...

It may all be a flash in the pan, but what the blog issue raises is how we receive, filter and interpret information.

we have, or some of us have become used to unmediated news, and two-way flows of information. Unfettered by big business, for the moment anyway. Better, cheaper more convenient via the internet.

But we can see big business has started to understand that its command and control mechanisms and the media channels it once used are no longer as effective. The new digital economics changes everything.

Each media has its own unique DNA - and the internet is no exception. It is more libertarian and trying to control that will become a more prevailing issue. But big business will try.

However, the solution for businesses is not to take the old ways of communication by stealth, or one way broadcast but by dialogue and engagement.

Create something compelling that people want to come or to use. There is enough evidence out there to prove this in all media formats from bricks to clicks.

engage your community they will reward you for it

 
At 12:42 PM, Blogger alan moore said...

This comment has been removed by a blog administrator.

 
At 4:33 PM, Blogger Barb Heffner said...

Thank you Alan. I heartily agree. Blogs provide a direct channel for businesses to get direct feedback from customers to improve future products, to build relationships and good will and to express corporate stands on anything from ethics to technology standards. Thanks for stopping by.

 
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