For a conference of female citizen journalists, last month’s BlogHer ’09 in Chicago sported some marquee names, including Tina Brown, Paula Deen and Tim Gunn. And the line-up of brands that brought those celebs in was equally star-studded: Walmart, Tide, General Motors, Mary Kay, McDonald’s and the multiple product lines of Pepsi, to name a few.
Brands have found social media, and this year’s BlogHer showed both the strengths and the strains in those relationships.
Many of the 1,700 attendees praised brand promotions helpful to them or appropriate to their readers’ interests. GM, for example, matched attendees who needed transport to Chicago into car pools of three or more and loaned them various Chevy models for the trip. Poolers were under no obligation to write about the cars or the company, but many did.
But in sessions, attendees complained of getting “hundreds” of blind PR pitches. “Don’t tell me you’ve been reading my blog closely when it’s obvious you haven’t,” blogger Heather Barmore told an audience.
Meanwhile, some reps from unnamed brands spoke of being “held up” for product samples, giveaway premiums and review copies.
The issue of blogger/brand connections has come to the fore. The Federal Trade Commission issued disclosure guidelines for social media earlier this year, along with a hint that it would get strict about “blogola” if the channel doesn’t self-regulate.
Liz Gumbinner, author of the Mom 101 blog and editor of Cool Mom Picks, got applause for advocating a new “Blog with Integrity” trust pledge to disclose marketing relationships and separate edit from advertising. On the other hand, women of color, lesbians, non-moms and at least one orthodox Jew complained of being almost invisible to brands. Karen Walrond, an African American writer/photographer who blogs as “Chookooloonks,” pointed out that she has never been approached by CPG brands or even camera makers.
However, she was approached to write about ponytail holders. “Do I look like I use ponytail holders?” the wiry-haired Walrond asked.
[For more about BlogHer ’09, go to www.BigFatMarketingBlog.com]
Network
