Thank you, Kami! This is one of the most pragmatic and cogent posts on the matter I've seen.

I really appreciate how you've outlined the lessons we need to learn from this episode to move forward as professionals intent on navigating the social media space. I think the fact that you've done so without judgment of any of the parties involved is what makes your viewpoint so valuable and actionable.

Thanks again!
Shannon Paul | Homepage | 12.16.08 - 2:14 pm | #

Shannon;

Thanks for your feedback. Truth is that there is no reason to be judgmental here. This is all very new ground for most companies looking for a way to interact with bloggers that makes sense. It is easy to throw rocks, it is much harder to get this stuff right. It is part art and part science - anyone who says different is suspect to me.
Kami Huyse | Homepage | 12.16.08 - 3:01 pm | #

Kami, I somehow missed the dust up on Twitter. Thanks for the recap.

But I thought I'd respond specifically to your question. I've a great deal of success with contests for clients. I have a client that makes knitting needles and crochet hooks, for example.

The company is sponsoring giveaways on popular blogs like notmartha.org and also on the social network Ravelry. In fact, we recently gave away 40 crochet hooks to finishers of the "ravelympics" from all over the world (anyone who finished a project during the summer Olympics qualified for a random drawing). We got terrific feedback from hardcore "fiber artists" - just the folks who will be evangelists.

I think the giveaway is a great model. Most importantly, it's transparent. But it's also fun for the blogger/moderator and the winners. Most people are participating in social media because they want to, after all.
Kelli Matthews | Homepage | 12.19.08 - 2:33 pm | #

I completely agree with you, Kami. I always advise against paid posts, as well. And we are having great success with several clients with reviews and giveaways. When you really hit the target (such as coupon bloggers for a coupon book), you couldn't buy such reviews. It's almost like pitting advertising against PR - they're different animals.
Tonja Deegan | Homepage | 01.06.09 - 9:56 am | #

Tonja;

Indeed, it is all about knowing who you are talking too and offering them something that matters to them. Pretty basic really.

Kami
Kami Huyse | Homepage | 01.06.09 - 10:53 am | #