Rules of Engagement Bloggers&Companies (The Australian Market Cross)

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[Adspace-Pioneers]

Rules of Engagement Bloggers&Companies (The Australian Market Cross)

In medieval days when a town decided to set up a market they would erect a Market Cross. It acted as a reminder ‘not to defraud or cheapen’. It was a sign to traders to not be dishonest to locals and it was a sign to buyers to make sure they didn’t barter the traders so low that it was not worth returning for the traders.

I think at the moment we are going through a stage where we are creating an online Market Town. Companies (Traders) are seeing the value in the Australian blogosphere, they are interested in getting involved in the blogosphere but they are going about it in the wrong way most of the times.

Case in point. 

NAB Spamming (Duncan Riley Post)

Naprogesic 1st Female Social Network (Laurel Papworth Post)

Coke Zero Movement (SMH Post)

After launching my own retaliation to NAB Spamming (Video of me spamming NAB banks http://www.youtube.com/watch?v=yWEQgeMi6aQ) I realised that although I was teaching others companies not to go about it in the wrong way. I was essentially making it not worth NAB returning to the blogosphere. And although they went about it in the wrong way, if they had done it right (got in touch with the Football Bloggers and offered free footy tickets to the blogger and their audience) then they would have had a lot of value to give.

With this in mind I think it would be great to lay down our own Market Cross for the Australian Blogosphere. Some standards/rules of engagement for companies and bloggers. 
 
I will get the ball rolling with some rules that I think are relevant for both parties to abide by.

1. Full Disclosure

For Companies
Company Representatives who are entering the blogosphere should disclose their company that they are acting on behalf of. If a company responds to a blog post or create a blog they should disclose their full name and company they work for if it is relevant to the conversation. This would stop such cases as Flogs being created.
E.g No more coke zero movement flogs

I know this will have limitations because I think a lot of companies like to build these teaser campaigns

Cornetto Terry Chop Shop Teaser Blog

I think in the Terry example it was so clearly fake that people knew that it was not pretending to be a person. What do you guys think?

For Bloggers
If you are spreading a commercial message it must be evident that this is the case aka disclosure of the deal. This is only fair to your readers that they know when you are getting paid for something.

2. Adding Value to the Conversation

For Companies
Are you really adding value to the conversation or blogger? Is your message or offering relevant?
E.g
NAB Spamming was not relevant and adding minimal value to the conversation that was being had.
Naporgesic was offering womans bloggers no value.

For Bloggers
As more experienced members of the social media environment (in particular the blogosphere) it is part of our job to educate those who need help, that is primarily the vision of the Aussie Bloggers Forum. Companies should be given this help as well.
I am a big believer in constructive criticism, therefore I don’t think we go all soft on companies who clearly don’t respect the unspoken rules of the blogosphere but I think we do have an obligation to offer them advice on how they should have acted. 

I think we have higher expectations of companies when they enter the blogosphere. I remember when I was trying to promote my blog at the start, I spammed my blog on a marketing forum. The forum moderator sent me an email and said to the effect ‘Hey, come on this is not right, you are spamming, this is how you should of written it.’

3. Repeat Offenders
If they repeat offend then I think it is also our duty to make everyone in the community aware of this blogger/company so that they do not rip off anyone else. 

We are in a really important position here; we are the pioneers of this new age of media. As the explorers of this new space we are forging the path for all that follow. I know there will be a lot of debate over what should be included but I think if we prepare ourselves for it now, we will make sure that both parties gain value from the Market Cross.

As a representative from both camps being a Blogger and Marketer, I am happy to get this project running and get both parties involved so that we come up with a final product that can helps us both.
 

[Evan]

I quite agree.

We need some form of organisation (like fora/forums) that are not susceptible to money (which companies use aggressively).

[Adspace-Pioneers]

Evan, you make a good point.

Companies can offer so many more forms of value than just money. I think that a lot of companies are stuck in traditional models of advertising where they think that they have to pay a set amount money for interruption advertising. Sometimes money is a fair trade of value but it is definitely not right for all occasions.

[Snoskred]

I think there needs to be a blog where companies can put a post and *interested* bloggers can take up their offers, whether that be free stuff to try or giving things away in the hope you will write about them etc.

They need to be willing to accept positive *and* negative feedback, too. So many companies want to control it and make it all positive.

[CraigThomler]

Good post.

I'm currently writing a set of rules of engagement for my agency's staff on participation in blogs and across other online social media.

I'll place the essence of it in Aussiebloggers for comment when I get a chance.

Cheers,

Craig

[Kin]

Good post.

I'm currently writing a set of rules of engagement for my agency's staff on participation in blogs and across other online social media.

I'll place the essence of it in Aussiebloggers for comment when I get a chance.

Cheers,

Craig

Craig that sounds really interesting. I'd love to see it when you're done. I think in general you've touched on a HR issue that may not be fully explored yet.

[Adspace-Pioneers]

Snoskred, great idea

The idea of a blog giving away value to the community is what we need. However I think that it should be on the companies own blog site rather than an aggregator. The people who are actually interested in the brand will already be going to this site, so it would be attracting the right people (aka the people who are not just writing for it because they are getting free stuff). If someone is not reading their blog they could always send a email to the person they would like to get involved in the project, however you would want to make sure it is personalized and you have thought who you want, otherwise we are just talking about spam through email.

Craig I am with Kin, that list sounds great and I cannot wait to see it, I hope that the Market Cross helps with your rules of engagement as well.

[FiBe]

Good post! I'll add another few rules!
1. Research which bloggers are right for you to engage with - don't just try and hit everyone
2. Find out if they interested in supporting your social media campaign up front
3. Ask how they want information from you
4. Show some humilty, don't be in their face

[nso]

Good post! I'll add another few rules!
1. Research which bloggers are right for you to engage with - don't just try and hit everyone

I triple add this one. I cant believe the number of totally unreleated to my blog topic requests I get - this week I got someone wanting me to plug toilet cleaner on my blog! Now granted my blog is about shopping and you buy toilet cleaner, but its also got a fairly obvious fashion bent to it.

From my perspective, if you keep trying to get me to talk about stuff thats not related to my topic, I'm less likely to deal with you in future even if you do have something relevant - I just assume you don't really know what you are doing and will probably not bring any value.

[mspolka]

Good post! I'll add another few rules!
1. Research which bloggers are right for you to engage with - don't just try and hit everyone

I triple add this one. I cant believe the number of totally unreleated to my blog topic requests I get - this week I got someone wanting me to plug toilet cleaner on my blog! Now granted my blog is about shopping and you buy toilet cleaner, but its also got a fairly obvious fashion bent to it.

From my perspective, if you keep trying to get me to talk about stuff thats not related to my topic, I'm less likely to deal with you in future even if you do have something relevant - I just assume you don't really know what you are doing and will probably not bring any value.

Seriously me too! Please read that I am Australian! and please don't just send me a PDF and a blank email.

I'm really interested in this subject!