Here’s a link to great coverage about why companies should not try to trick the blogosphere or the Internet community as a whole. The downside of the story is that a very well-respected PR firm had a part in the “flog” scandal and that has definitely cast a pall over how PR folks can successfully reach out to bloggers and how bloggers can respond.
If you think you’re going to get consumers to buy your product or love your company by producing a blog that is not a real blog, but rather a “PR-produced” blog posing as a blog, then you don’t understand the blogosphere. Again, I will say that bloggers are really smart, dedicated and savvy individuals so don’t try to be tricky in their world!
I like what Tris Hussey said in the post, “You just can´t have "corporate fronts" as blogs. You want to reach out to critics? You want to get feedback? Then just have a regular old blog.”
This story is one that has “legs” so keep watching for more fall-out and lessons to be learned if you’re interested in finding out the best ways to blogs from a corporate level.
Also, a good resource book on corporate blogging is Debbie Weil’s “The Corporate Blogging Book.” You can even download a free chapter on the site.
Another great resource is the upcoming book by Bob Bly – “Blog Schmog: The Truth About What Blogs Can (and Can’t) do for Your Business” . I’m a great fan of Bob’s plainspeak and think this is an important book to read.