Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter? from SES Chicago '09

Dec 7, 2009 - 5:15 pm 1 — by
Filed Under SES Chicago 2009

Below is live coverage of the Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter? from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

 Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter?(12/07/2009) 
4:25
Barry Schwartz: 
Again, internet real slow in this basement :)

Monday December 7, 2009 4:25 Barry Schwartz
4:25
Barry Schwartz: 
Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter?
There's a lot of heated discussions going around about is it ethical to "Ghost Tweet" or "Ghost Blog". In essence, should it be your company producing your social media content or your agency sending out your tweets or writing your blog posts in your name? Should you disclose who's sending out your tweets? Is it fair to your audience if it's not really you? Does your audience even care? It's still valuable content right? When it comes down to it, who does it hurt? That could be one argument. Then, take a look at what Wal-Mart did with Walmarting Across America, or Sony with their Flogs. On this panel, some of the industry's top minds will answer in Q&A form some of your most pressing questions about why or why not companies should consider alternatives to producing their own social media & search content.
• Moderator:
Beth Harte, Community Manager , MarketingProfs
• Speakers:
Liana Evans, Director of Social Media, Serengeti Communications
Andy Beal, CEO, Trackur
Monday December 7, 2009 4:25 Barry Schwartz
4:29
Barry Schwartz: 
Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter?

There's a lot of heated discussions going around about is it ethical to "Ghost Tweet" or "Ghost Blog". In essence, should it be your company producing your social media content or your agency sending out your tweets or writing your blog posts in your name? Should you disclose who's sending out your tweets? Is it fair to your audience if it's not really you? Does your audience even care? It's still valuable content right? When it comes down to it, who does it hurt? That could be one argument. Then, take a look at what Wal-Mart did with Walmarting Across America, or Sony with their Flogs. On this panel, some of the industry's top minds will answer in Q&A form some of your most pressing questions about why or why not companies should consider alternatives to producing their own social media & search content.

  • Moderator:
Beth Harte, Community Manager , MarketingProfs
  • Speakers:
Liana Evans, Director of Social Media, Serengeti Communications
  • Andy Beal, CEO, Trackur
Monday December 7, 2009 4:29 Barry Schwartz
4:31
Barry Schwartz: 
Should be starting soon, I think...
Monday December 7, 2009 4:31 Barry Schwartz
4:32
Barry Schwartz: 
Room is pretty empty, they did not mark the room properly...
Monday December 7, 2009 4:32 Barry Schwartz
4:34
Barry Schwartz: 
What is the big deal with Ghost blogging?
Monday December 7, 2009 4:34 Barry Schwartz
4:36
Barry Schwartz: 
A book is not really making a personal conversation with their readers. With blogs or twitter, often there is more of a personal connection.

If you tell people about this before hand, it is fine, but dont hide it.
Monday December 7, 2009 4:36 Barry Schwartz
4:36
Barry Schwartz: 
Dave Fleet called out Guy Kawasaki for Ghost Tweeting, and Guy then replied saying he has two people, but it is really about five. But now it is public info.
Monday December 7, 2009 4:36 Barry Schwartz
4:36
Barry Schwartz: 
Did Guy take a hit for this? Somewhat, yea - but now we know it isnt him always tweeting.
Monday December 7, 2009 4:36 Barry Schwartz
4:37
Barry Schwartz: 
50Cent does not tweet, he has people who do it for him...

Someone called him out for it.
Monday December 7, 2009 4:37 Barry Schwartz
4:37
Barry Schwartz: 
Do you really think it was Obama tweeting? No, but we all knew that.
Monday December 7, 2009 4:37 Barry Schwartz
4:44
Barry Schwartz: 
It depends on the type of engagement you want… Real time, immediate, or personal, etc.
Monday December 7, 2009 4:44 Barry Schwartz
4:45
Barry Schwartz: 
Next up is Andy Beal…
Monday December 7, 2009 4:45 Barry Schwartz
4:45
Barry Schwartz: 
Good side of Ghost blogging:
- Takes work
- Earns you respect
- You learn as you write
- Clean conscience
Monday December 7, 2009 4:45 Barry Schwartz
4:50
Barry Schwartz: 
Necessity:
- Occasional, it is okay to have someone to fill in for you
- They should keep the same style
- No need to reveal at this point
- Just don't push your luck
Monday December 7, 2009 4:50 Barry Schwartz
4:53
Barry Schwartz: 
Inevitable:
- Less than eloquent, so you need to have someone write on their behalf
- Have a disclaimer
- If you do this, try to post occasionally
- Disclosure page is good also
- But you have to take responsibility for all posts on your account

Supporting Role:
- Just be honest and say, give me the links
- They are disposable when you don't use a name
- Will only ever be a brand
- If you go this route, always have someone stay behind the mask
Monday December 7, 2009 4:53 Barry Schwartz
4:53
Barry Schwartz: 
Dark Side (black hat stuff):
- You get busy
- There is minimal risk to this relative to black hat stuff
- Spread the workload
- Chance to redeem yourself, you can take it over
Monday December 7, 2009 4:53 Barry Schwartz
4:55
Barry Schwartz: 
The Reveal:
- You don't know what "you" said on Twitter
- You risk your reputation
- Ex-employee can out you
- Plan for when you're outed
Monday December 7, 2009 4:55 Barry Schwartz
4:55
Barry Schwartz: 
Sometimes it does not matter, such as with Obama and Twitter
Monday December 7, 2009 4:55 Barry Schwartz
4:56
Barry Schwartz: 
That is it for this panel. The internet is painfully slow, so ending it here.
Monday December 7, 2009 4:56 Barry Schwartz
4:56
 

 
 
 

 

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