Trust ME(dia)

Edelman is a pr firm that this week published a 22-page document on blogs (PDF). Edelman's message is that advertisers need to be aware that blogs involve something called "trust." Indeed, they call their campaign to woo clients into selling through blogs: Trust MEdia.

But the subtext seems to be: Blogs can be uncontrollable; how do we marketeers control them? A quote: If bloggers were able to establish an influential presence in a national presidential election in a few short months, where will they turn their attention and scrutiny next? The media? The advertising community? The PR community? Marketers?

To which I reply, "Yes. Yes. Yes. And yes!" Indeed, that is what this blog entry is scrutinizing.

The document describes some ways marketing departments can abuse blogs for their own purposes. Here are some of them:

- Blogs serve as new sources of "market research".
- Word-of-mouth identification, tracking, and analysis.
- Early warning radar.
- Extension of relationship marketing.
- Blogs can provide venues for employees to speak out and defend the company or brand.
- A corporate blog, or employee participation in others’ blogs, can raise a company’s reputation as the idea leader in a specific market or industry.

Manipulating Bloggers

Edelman offers a list of bloggers that advertisers and marketeers should consider targeting. Well, sort of: "The complete Trust MEdia Blog Directory is available by special arrangement to Edelman or Intelliseek clients" (ie, $$$). A very short list is provided in the PDF file; one "blog" listed is slash.dot -- Edelman is telling advertisers that they can influence slash.dotters? Interesting...

At page 15, it gets interesting for journalists: HOW TO CONTACT BLOGGERS: NEW RULES OF ENGAGEMENT FOR THE BLOGOSPHERE. It includes advice like, "Spread around your 'tips' and 'exclusives' [among journalists and bloggers] so that no one feels slighted."

"Trust" Me

The document is called Trust "MEdia"; blogs aren't real media?. Perhaps the quotes should shift to the left: "Trust" MEdia. Nevertheless, this PDF is worthwhile reading for two groups of people:

(1) Neophytes to blogging -- the document gives a good but brief overview of the history and power of Web logs.

(2) Journalists and others who deal with marketing people and their "messages" -- this gives "us" another insight into "their" tactics.