Question: When is a Fake Blog Not a Fake Blog?
Answer: When everyone knows it’s a fake.
Recently I posted about the PR debacle that Wal-mart created when they published a “fake blog”. The blog was supposedly written by Wal-mart lovers who were touring the country, parking their RV in Wal-mart parking lots and interviewing amazingly happy Wal-mart employees. While parts of the blog were true (they really were driving around the US), they failed to mention that the entire trip, including the RV, was paid for by Wal-mart. This ruined the inherent authenticity of the blog and caused quite a bit of a PR scandal for Wal-mart and Edelman, its PR firm.
Several other companies have had challenges with “fake blogs“. They have all been removed from the “blogosphere” so they only live on in our memory and editorial blog posts - the McDonald’s blog about a french fry that looked like Abraham Lincoln and included fake comments, the “All I want for Christmas is a Sony Playstation” blog which included fake videos and Christmas cards and the fake coke zero blog.
The common theme in all of those blogs were that they were inauthentic. Authenticity and connection is a cornerstone of successful blogging. Blogs are an opportunity for consumers to get insight into the behind the scenes working of corporations and small businesses - not be further distanced, distracted or duped.
And as far as a little leg-pulling or creativity? We’re fine with that - as long as we are in on the joke!
Recently I came across the blogs associated with the television series “Monk”.
There are several “blogs” associated with the show - one is the Production Blog - written by Production Assistants, Co-Producers and Administrative Staff. They offer some “behind the scenes” details of things that have gone right, gone wrong, and even gone a little crazy. It is an intimate glimpse of real-life behind the show that attracts would-be writers, actors, directors and others even remotely interested in tv production.
The other two “blogs” are ostensibly written by characters in the show. They feature a headshot of the actor who plays the character and then a “blog entry” written in character. There are references to Mr. Monk and the plots of the show without actually giving away any of the endings. There is one written by a different ”guest stars” each week another written weekly by Mr. Monk’s “assistant” Natalie.
The reason these blogs work is that everyone knows they are fake. It is a joke that the readers are in on. And it appeals to the fans of the show who want to feel a little more connected.
The one shortcoming that I see in the “blogs” is that they don’t allow comments. Commenting is an essential component of blogging, which is designed to facilitate two-way communication with the blogger. While it would be time consuming to have someone respond to every comment, the studio could at least allow readers to comment and to perhaps respond to some of the posts.
The question for you is: How can you apply these concepts to your own blog? Can you give them some insight into life behind the scenes? Can you do it in a way that creates some fun and makes them feel like they’re in on the joke, too?
photo credit: Dave Golden
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POSTED IN: Public Relations
11 opinions for Question: When is a Fake Blog Not a Fake Blog?
Liz Strauss
Feb 2, 2008 at 5:10 pm
Hi Liz!
You make a great point and that became a great read! I agree . . . it’s fun to play along, being duped never was something I thought was respectful.
We often imagine things together on my blog . . . heck, that’s how SOBCon got started. :)
Liz Fuller
Feb 2, 2008 at 5:58 pm
Hi Liz
I agree - it’s great to have fun on a blog - and fun and creativity is a fantastic way for companies to connect with and build loyalty with their customers.
I haven’t found any recent examples of fake blogs, so I am hoping that marketing and PR teams are starting to “get” blogging!
thanks for stopping by - I always enjoy your blog!
Liz
Benson
Feb 2, 2008 at 9:26 pm
Great post Liz :)
I guess to make things more entertaining, we should keep on reading to formulate ideas. Big guns like Problogger, Zenhabits, and alot more blogs usually have interesting reads that gives you plenty of idea to engage your readers.
Your blog is in my rss aggregator! ;)
Liz Fuller
Feb 3, 2008 at 9:44 am
Hi Benson
One of the top concerns I hear from would-be bloggers is a fear of having nothing to say - but many find that once they get started writing, and reading as you suggest, they find they have a lot more to say than they realized!
Just as with the blogs from Monk - creativity and originality done with respect for the reader - is a plus!
And thanks for including us in your reader!
Richard Quick, Esq.
Feb 3, 2008 at 1:38 pm
I don’t have time for television and I’m not familiar with this Monk fellow, but I’ll have one of my assistants watch it and brief me.
That notwithstanding, I agree wholeheartedly with your astute observation. You have a rare potential. You could become quite rich with very little effort if you had the right mentor and 32 DVD set of wealth-building instructions.
See you on the veranda!
Richard Quick, Esq.
Senior Partner, Quick, Duhk & Hyde
Liz Fuller
Feb 3, 2008 at 3:20 pm
Dear Mr. Quick
(may I call you Dick? or would you prefer to be Rich Quick?)
I’m flattered that you found time to stop by our blog and share your keen insight.
I’ve reviewed your site and I’m thrilled to see that what I have always imagined, is true - there really is a way to make millions with no education, talent or effort!
As soon as the banks open, I’ll be sure to send you my life savings so that I can start living the life of my dreams!
Cheers!
Le ultime notizie più succulente dalla blogosfera - Edizione del 4 Febbraio 2008 | MondoBlog
Feb 4, 2008 at 2:57 am
[…] Question: When is a Fake Blog Not a Fake Blog? […]
Chelle
Feb 5, 2008 at 11:37 am
On our blog, I’m starting to explore posting some of our customers ’success stories’ stories of their business success, their failures and triumphs. So for me, posting any kind of ‘fake’ entry would be a huge misstep. But I can understand the concept and I enjoy fake blogs like the Monk blog.
I haven’t, but I will probably go and read it myself. Unless Richard Quick Esq’s assistant was planning on sending out a summary for all of us. ;)
Laura
Feb 5, 2008 at 2:20 pm
Hi Chelle!
You’re right!
You definitely don’t want to try to pass off “fake” entries as real. If you’re posting customer success stories, then they should be from real customers.
SOB Business Cafe 02-08-08 - Liz Strauss at Successful Blog - Thinking, writing, business ideas . . . You are only a stranger once.
Feb 8, 2008 at 10:57 am
[…] Question: When is a Fake Blog Not a Fake Blog? […]
Should Fake Blogs Be Illegal?
Apr 9, 2008 at 12:20 pm
[…] We’ve posted about fake blogs here at Business and Blogging before. Back in February Liz asked “When is a Fake Blog Not a Fake Blog?” […]
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