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Blog Relationship Building: My Point of View
May 31, 2007

MWW Group recently launched an innovative product sampling initiative in the blogosphere. We invited 50 bloggers interested in taking great pictures to try out a new camera sold by our client. The structure of the program is almost identical to how new products are introduced to print and broadcast journalists at The New York Times, Wall Street Journal, NBC, CNN and virtually every other reputable news outlet you can think of. Why? Because we firmly believe that bloggers are, in many ways, journalists. The same ethical considerations that shape a marketer's interactions with print and broadcast reporters should also be respected and adhered to when dealing with bloggers. And that objectivity, accountability and transparency are a must.

The rules of this sampling initiative:

1) Invite select bloggers to try out a new camera for a set period of time

2) Bloggers who accept participation are loaned the product for a set period of time

3) At the end of that time period the product must be returned to the company or purchased by the blogger at an editorial discount

4) Should the product be purchased, all monies are donated to a related charity

5) Should the blogger choose to talk about the product and its performance on their blog, or any other forum, they must also reference the sampling program, specifically that they were loaned the product, so as to guarantee transparency

Simple. Clear. Clean. So clean in fact that 46 of the 50 bloggers we invited to participate immediately accepted. Of the remaining four, two haven’t had a chance to decide yet and two declined as they were engaged by other PR firms and felt it would be a conflict.

This program has raised a debate on the marketing and public relations blogs. Does a sampling program carry with it an expectation of coverage, and in the extreme, an expectation of favorable coverage? Are bloggers selling out if they participate in such programs? In my opinion the answer to all those questions is a resounding "NO."

Sampling programs such as ours are based on a desire for coverage, discussion, testimonials and good word-of-mouth recommendations, not an expectation of coverage. Nowhere was coverage mandated. More importantly, nowhere was favorable coverage mandated. Sure, we’d be pleased if participating bloggers noted the quality product they had tested. Just as easily though they could write nothing. Or, they could test the product and say that it sucked.

As with any ethical journalist, the choice to write or not write is clearly theirs. To presume otherwise is an insult to bloggers and their integrity...and frankly it's a juvenile, poorly reasoned argument cloaked in false ethics.

It’s interesting that the loudest protesters of this program are individuals who weren’t invited to participate…or who emailed us asking to be included…and in one case harassed my staff and even threatened us if he were not given a camera. Unfortunately, the program had already been filled. It would appear that for some, not being included has suddenly fostered mock outrage and a pretense of higher ethical standards. I guess wounded pride can make some people act in a self serving and personally destructive manner.

But, I can’t say that I am unhappy with the debate. I’m really pleased that this program has stirred discussion and constructive debate. Honest debate is good…I’d love to hear more of it. After all, isn’t that what it’s all about?

Posted by Michael Kempner at May 31, 2007 05:02 PM