Astroturfing - These are blogs deliberately intended to create content that appears to come from a “grass roots” organization but is actually being produced by a PAC, a PR firm, or some other groups wanting to influence a conversation without admitting their true goals or funding sources. It breaks all three rules, of transparency, truth, and trust. All around bad news.
Blogola – like it’s sister payola, it refers to bloggers receiving products and services in exchange for media coverage. It’s also known as Pay-Per-Post, and traditional “fam trips” for travel bloggers also fall into this category. Well-known and loved blogger Chris Brogan spent far more hours defending his actions than enjoying the $500 shopping trip at K-Mart. He lost some followers too though many said K-Mart was smart to find such a popular person of influence with whom they could spend very little money and gain an incredible amount of publicity.
Brand Jacking – This is when an unauthorized person or persons pose as a someone or something they are not. One of the better known cases was “Janet” who created a Twitter profile for Exxon Mobile. She didn’t last long, as the community questioned her extreme statements and Jeremiah Owyang (a Forrester Analyst) contacted Exxon directly for comment. More.
No comments:
Post a Comment