I’ve been having a running conversation with Chris Kieff about the ideas of authenticity, transparency, and flogging. We agree on most things, disagree on some others.
I have a problem with something he says. Not because I disagree, but because I think he may, in the end, be correct. And there’s not much we can do about it.
Until last week, he was one of the purists. Someone who would be upset at flogging and want to point it out. Then he had a conversation with his favorite focus group. It was a focus group of one. His wife.
“It’s just advertising” she said, meaning of flogs and false persona blogs. (For the record, I say it’s not advertising. It’s marketing, there’s a difference.)
That got Chris to thinking. Hmmm…maybe it is. It may not be what should be, but what should be and what is are two different animals. And in the real world, “what is” carries the day 95% of the time.
Essentially Chris is saying “Let’s face it. It’s going to happen. Fake blogs are coming. In fact, they’re already going on now. I may not like it, but whether or not I like it, isn’t important. It’s happening and it’s going to continue to happen. The problem is that we haven’t developed the cues to recognize flogs”.
In other words, we know what a commerical looks like on TV. Most of us now know what an infomercial is. A print ad in a magazine or newspaper often has a frame around it saying “Advertisement”. Those are the cues that tell us “Advertisement”. And the problem is that we haven’t been able to develop the cues to directly identify a flog.
That’s an excellent point because it’s true. And some marketers will take advantage of this and create flogs. They’ll often get away with it as best practices develop. We can’t prevent this because it isn’t against the law.
Where I disagree with Chris is that I see blogs as a form of personal expression and direct relationship building platforms. It goes beyond a comment here and there, it’s about trust and sharing. People, on some level, rely on that trust. So to me, personal blogs - unless patently obvious or explicitly stated are wrong.
But back to Chris’ wife. “It’s just advertising”. Think about that.
That mindset is the result of years of being advertised too. Of years of being somewhat misled, fibbed to. Outright lied to. We are all that way to an extent. I know I am. The advertising industry has created an atmosphere that has caused tremendous cynicism in people who are under the age of, say, 105.
Her opinion is important as any of ours. Because it’s opinions like hers that will both allow flogs to exist…yet make them struggle. Why? Because the expectations are lowered. And people aren’t going to engage with a blogger if they feel as if they’re being lied to. And it’s also important because she’s not an ‘industry insider’ and it could reflect the attitude of the masses out there that think authenticity and transparency (or at least translucency) is important. It would be nice, but it’s not expected.
She, as a consumer, is a thought leader. She didn’t know it. Neither did Chris. Neither did I.
In the end, I still have to disagree somewhat. I think that a false personal blog, one that is cleverly wrapped up enough that one can’t tell has the potential to cause great harm And not just to brands, but to readers.
But I also know that many on the marketing side don’t care about these principles of which we speak. So they’ll forge ahead, creating flogs and spoiling what some of us hold up in an idealistic manner…proving Chris Kieff’s wife right the entire time.
It’s just advertising.
3 Comments » Posted on August 19th, 2008 by Jonathan Trenn
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