Guest post by Jory Des Jardins (firstname.lastname@example.org) of BlogHer.
Earlier this year, my company started discussions with a client who was contemplating working with us on a word-of-mouth campaign around a new, launching product involving blogger reviews. In the background meeting we learned that the product had once been recalled. The client initially thought that this information should be suppressed but eventually came to agree with our approach to disclose this information.
I could understand the client’s initial rationale: For many marketers a “win” consists of seeing their message adopted by a media outlet, and ultimately by the customer– if not word for word, then at least positively. By providing bloggers with any negative information that would invariably be mentioned, the message is at risk.
And with social media there are many ways that a message can be misinterpreted; for instance, a blogger may overemphasize the product recall and not mention the new version’s value at all. Multiply this by the many formats currently available to customers, and you could see your misinterpreted message show up as a scathing blog post, unappealing photo, snarky poll item, dismissive tweet or overly simplified text message. Read the rest of this entry »