I recently consulted with an ag group that wants to start using new media, specifically a blog and podcast. During the discussion I heard that someone would, “ghost write for . . .” That immediately set off the warning signal in my mind. I encouraged them to reconsider this. To start with, there are plenty of examples of a company or organization that has done this and been caught publicly. The result is complete loss of credibility. I’ve been asked to ghost write on blogs and I refuse. I hope no one reading would either.

Besides credibility there are other issues of liability. One of the factors that drive the success of a personal or company or product blog is open, honest transparency. Interestingly, this issue came up when my upcoming NAMA panel had a conference call. We were pointed to the Federal Trade Commission’s proposed “Guides Concerning the Use of
Endorsements and Testimonials in Advertising” (pdf). The comment period on this has been extended to March 2. It was originally supposed to close on January 31.

In it you’ll find specific references to blogging and bloggers: 1. Bloggers personal liability (see page 13); and 2. Examples of bloggers in the proposed changes to the Guides (see page 69-70, example #5; pages 84-86, examples #7, 8, and 9). Thanks to Courtney Yuskis, Country Living Association, for the heads up.

I think the bottom line is to be honest and open. That’s one way to win your audience over.