Why "Sponsored Posts" and "Authenticity" Don't Mix

Here's the thing about sponsored posts: they are NOT authentic. Marketers think that they've discovered the way to customers' hearts and wallets through what Chris Brogan calls the "Everyman." That is, instead of paying actors and copywriters and buying TV spots or print ads, all you have to do is put your product in the hands of Joe or Joanne Regular and let them start the magic word-of-mouth train by blogging/vlogging/tweeting about it. SO much nicer and more genuine than real advertising, right? I mean, which do you trust more--a paid advertisement or a bunch of real people telling you their honest opinions about a product they've already used?

Well, in theory the latter; but only until you start poking around in their collective psyches--or, in this case, blogs. For instance, in a mommy blogger community I recently joined--specifically because I'm curious about this kind of thing--there was a discussion thread "Would you post a poor product review?" Out of 24 responses, only 9 said yes, and of those only 4 were absolute yesses. The rest hemmed and hawed, saying that they don't like to be negative or hurt anyone's feelings or make anyone look bad. One said she had once posted a bad review and the company who supplied the product contacted her and told her to take it down--so she did. The consensus of the thread was pretty much that if you discover you have something negative to say about a product, you should contact the company and see if they still want you to post the review.

Geez, talk about a sure thing. And don't think companies don't know it. They know that people love to get stuff for free--and the bigger/better the thing, the more people want it. And the thing is, they also know that for every person out there with scruples (say the 4 out of the 24 I mention above), there are 20 more who have none.

Not to go back to my blogging/sex analogy, but seriously...say you're a guy looking for sex and willing to pay for it. Would you want a prostitute who makes you feel like a king and fakes it artfully or one who's "authentic" and yawns through the whole thing? If the cost is the same why wouldn't you go for the one who treats you the way you want to be treated? Same for marketers wanting bloggers to generate buzz about their products: if there are millions out there who come right out and say I will not post a negative review because that's not the kind of person I am--of course you're going to send your stuff to those people and not to the ones who say right off the bat that they are 100% honest.

Where's The Line Between Blogging and Splogging?

First go read/watch this "review" then come back here.

Now, what was that--Chris Brogan and his daughter having a spontaneous love-fest about a $329 messenger bag or Chris Brogan doing a paid endorsement for the bag? While he does offer a "very special thanks" to someone for "connecting" him with the company that makes the bag, he does not come out and say, "I got this bag for free in exchange for blogging about it." In the comment section he says:

"Well, please understand that this isn't an ad as such. I wasn't paid to talk about the back[sic]. I was sent one for review. I guess one could say that might count as a payment, but I don't see it that way."

The question is, does the FTC see it that way? Is giving a blogger with a huge following a free bag to review ethical? Is accepting it and blogging about it without fully disclosing that you got it for free ethical? While you're thinking about it, go back to Chris Brogan's post and scroll down to the plug for the Thesis Theme for WordPress. Now, is that an ad? Or is it just him again expressing free love for a product? Does it even matter?

I personally happen to think it does matter. I used to read Chris Brogan's blog because I valued the content of his posts. Now I look at each post and/or badge on the page and have to wonder "wait, is this an ad?" It's like those spreads in magazines that look like articles or testimonials, but when you look at the top of the page you see "Paid Advertisement"--and ignore those pages.

Not to beat a dead horse or anything; after all, I've blogged about this before....but this bag review post really stuck in my craw.

Here is some more food for thought about sponsored posts. Here are some great links/resources from the Word of Mouth Marketing Association (WOMMA).