Bloggers and the Pay for Play Issue
There seems to be no easy answer to the issue of paying bloggers to post content. Some companies want their information shared for free. Some in exchange for a provided product. While other companies don't mind as long as it's disclosed as "sponsored content".
Bloggers on the other hand are tired of "sharing" information that doesn't really provide much value for their blog and their community.
Recently I shared my thoughts on the subjects of compensation for a PRBreakfastClub post "Five Blogger Reactions to Review & Endorsement Compensation".
Read more: www.prbreakfastclub.com/2011/07/18/blogger-reactions-compensation/
Most bloggers started blogging to share about their lives and interests not so much a marketing pitch. As a blogger who has received my share of offers to "share" a companies important message I also understand the bloggers side of "sharing" involves more then just putting up the actual blog post.
Like most bloggers anything I post on my blog also get shared to my community on twitter, facebook and other social networks I have connects to.
Those social media connects have taken me hours, days and yes even years to build up in numbers and more important in trust. It's that trust and connection that companies want to tap into because it has value. Yes value.
At some point there will be a cost factor for access to a bloggers valuable social connections. What happens then?
Recently within the compensation for bloggers conversations, I've started hearing (reading) about the term pay for play. With the holiday season and gift guide requests fast approaching I wanted to share an post from MamaDweeb sharing a bit about what that terms means
Definition of pay for play in public relations: www.mamadweeb.com/2011/09/definition-of-pay-for-play-in-public-relations/
It's always interesting to me to see a comparison between bloggers and journalists. But my comments and thoughts on that will have to wait for another blog post.
For now what do YOU think about this issue of bloggers and "pay for play"?
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4 comments
I think content should be good and relevant whether it's paid or not. When I'm paid by a company to post about a product I put just as much care (and just as much of myself) into that post as I would a non-paid post. Sponsored content that isn't right for a particular blog will backfire eventually.
ReplyDeleteI definitely think that content should always be relevant to your site and of use to your readers. That being said, not everyone blogs for a hobby. I think that as long as the post is not promotional in nature and the company is not paying for an actual biased review, then it is not pay to play. It is simply paying for advertising as they would anywhere else. Blogs are becoming a valid source of advertising just like billboards or magazines.
ReplyDeletei think many bloggers have been doing a lot for companies for little (or no) compensation, and i see that changing in the future.
ReplyDeleteas you point out, there is a lot of value in blogger's overall social networks, which companies love to tap into.
You bring up a valid point that the blogger's social media network is a huge investment in time and effort on the blogger's part and there is value to that. Like all writers, any compensation should be disclosed and the writer in theory should post unbiased opinions - even if this means saying something negative if it's true. The blogger needs to make sure the PR rep knows that the writing will be unbiased so there is a chance things may not be written 100% in a glowing manner if this is indeed deserved.
ReplyDelete