Sprawl-Mart Blogs: The Post Heard ‘Round the Blogosphere

The blogosphere exploded with commentary yesterday after the New York Times reported that Wal-Mart is conducting a blog-relations campaign via its PR firm, Edelman. There is a good deal of thoughtful analysis on the story, ranging from Jeff Jarvis’ reality check to bloggers that this has been going on for a long time with the mainstream media, to Robert Scoble’s strident response that he would publicly “out” any Microsoft employee he found following this practice. Cymfony’s Peter Kim went as far showing this as an example of how not to blog.  And of course it put Steve Rubel in the uncomfortable position of balancing the roles of corporate-apologist and voice of the blogosphere.

What’s interesting about this story is not the specific Wal-Mart situation itself, but its implications. As one of the world’s largest companies and (perhaps the largest retailer) whatever Wal-Mart does has considerable impact. They can single-handedly affect Levi’s profitability or the popularity of a new CD with a single stroke of their discount pen. What’s intriguing is that this story raised the issue to national attention, both in the mainstream media and the blogosphere.  It forces us to examine the question of transparency and authenticity in corporate blog relations. 

Dan Gillmor makes the point that this is an old problem, which has become more complicated with the growing popularity of the blogosphere. 

“Most of all, though, it’s worth noting that people involved with stories, or their paid personnel, constantly talk with pro journalists Now they talk with interested bloggers and others in the “new media” world. It’s part of the influencing and journalism processes, but it’s getting larger and to some degree messier.”

PR professionals are used to shaping the message and trying to influence opinion. The blogosphere is a rascally independent creature that wants to have its own varied and often self-contradictory point-of-view. Consumers are weary and wary of being marketed to. They don’t want to adopt brands, they want to engage with each other on topics of interest to them. Somehow, marketers need to balance these conflicting objectives and assets, and create strategic ways to authentically engage in conversations with their prospects and customers. Marketers need to listen first; then act. And when the take action, they need to be prepared for reaction. The new world of Web 2.0 marketing is more akin to customer relations than brand management. Pete Blackshaw of Nielsen BuzzMetrics put it nicely in his comment on BuzzMachine’s post: 

“What does seem clear (and transparent) is that consumers are more demanding and attentive than ever before, and carry far higher expectations about just about anything we say or share; disclose or don’t disclose. This is a very important debate, and it should be continued.”

Amen to that!

 

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Blogging, Journalism, Marketing 2.0, Media, Public Relations, Wal-Mart, Web2.0