Bloggers - sign thy name
A couple of weeks ago, I wrote about the importance of being completely up front in your online practices. You should avoid anonymity and pseudonyms; they will damage your credibility. Here are a couple of recent examples - First, the wrong way. Wal-Mart and its PR firm, Edelman, have been getting hammered recently over the seemingly harmless blog "Wal-Marting Across America." Taking a chapter from Charles Kuralt's "On the Road" series for CBS, a freelance writer and her husband set out to see America, visiting various Wal-Marts along the way. The writer chronicled their experiences in her blog - and had plenty of flattering things to say about Wal-Mart and its employees. The problem? The writer neglected to mention that Wal-Mart sponsored the trip. Edelman's error? The top people of the firm, including Richard Edelman, are prolific, well respected bloggers. Edelman constantly stresses the importance of transparency, yet they failed to tell their readers they built the blog for Wal-Mart in a timely manner. Result - both parties are taking alot of needless flak (some deserved, some just gratuitous piling-on) Now, the right way. Today's New York Times has a story on Google "bombing," a tactic that some have used to try and influence search results. In this case, liberal political activist Chris Bowers has been busy trying to elevate negative stories about vulnerable Republican candidates. Conservatives are up in arms, most likely because they haven't done it as well. But Bowers is off the hook - he used his own name, his own web site and stories that have been previously published in mainstream newspapers. Do what you will, say what you want - and own up to it right from the start.
Posted by John Moran on October 26, 2006 at 5:27 PM
