Weblogs: F.Y.I. Mrs. O. - A Sham Blog is No Way to Build a Brand

A few months ago, I wrote a brief post about the European Commission's efforts to regulate the blogosphere. A chief concern among members of the European Parliament's Culture and Education Committee is the possibility that certain groups or organizations with agendas (political or otherwise) could easily hide behind seemingly independent blogs in an effort to sway public opinion without ever divulging their true intentions. My reaction to this news was to pooh-pooh it as being a somewhat silly idea. While a good deal of what you find in the blogosphere is either vacuous, misguided or both, I knew of no instances where a blog was in fact used as a front for some group with a hidden agenda. Sadly, I now stand corrected.

Indeed, "Mrs. O", a popular blog with a particular affection for Michelle Obama that chronicled the future First Lady's every fashion choice and heaped praise (whether deserved or not) on her personal style, was recently revealed to be a complete and utter sham. I (and many others like me ) believed the blog was the work of a fellow fashion-obsessed blogger. Turns out Mrs. O was the brainchild of an ad agency hack. The pretend-bloggers including the sham-blog's founder were all in the employment of the same ad agency, Bartle Bogle Hegarty. The blog in question was set up purely for the purposes of illustrating to would-be clients the power of the blogosphere and eventually morphed into a new business model - brand creation and building.

While the people behind "Mrs. O" may have succeeded in illustrating their point (ad revenue, merchandise, book deal, etc.), they've also unwittingly made the case for increased regulation of the blogosphere. That's unfortunate given that the most stifling regulatory action is often prompted by businesses engaging in questionable marketplace conduct - actions that aren't illegal as such but which are seen as dishonest or misleading vis-a-vis consumers. Suddenly the EU's suggestion of a registry requiring bloggers to disclose their name and purpose doesn't sound quite so silly.

Just to be clear, I'm certainly not against using the the blogosphere for purely commercial pursuits. Far from it. Whether the ultimate purpose be art, commerce, communication or merely personal fulfillment, blogs and other Web 2.0 technologies offer tremendous potential for innovation much of which is likely to continue to benefit consumers first and foremost. Rather, what I deplore is the failure to state outright who you are and what your goal is. In fact, I find the lack of disclosure in this particular instance rather sleazy. How difficult would it have been for the blog's founder Mary Tomer to make a discreet mention of her affiliation with Bartle Bogle Hegarty buried somewhere in the "About" page? In fact, if you take the time to peruse the sight, you'll find not even a hint of the blog's affiliation or ultimate goal. In fact, one could argue that there is a studied avoidance of any reference either direct or indirect to the true purpose of the blog. As someone who has worked on a number of high-profile ad campaigns from the client side of the table, I can safely say that this kind of conduct is no way to impress would-be clients. In fact, I personally would find their tactic a major turn-off if for no other reason than that it constitutes a potential source of embarrassment for a brand. As for their exercise in brand building, these are difficult times when many brands are struggling to retain the loyalty of consumers. Sleazy tactics simply won't do.

Sincerely,

The Luxe Chronicles

Comments

[Make Do Style]

Honestly, ad agencies who needs them! It is such a joke that the community spirit of blogging gets hijacked by margins and bottom lines. I agree I'm all for people using blogging to further their own goals, promote their business or cause but be open and honest - the rest of us are even the rubbish ones!