October 7, 2009

BlogHer, the FTC, ethics and conflicts of interest

How BlogHer deals with reviews and conflicts of interest from JD Lasica on Vimeo.

JD LasicaI‘ve been struck by the varying reactions to this week’s news that the Federal Trade Commission will now begin to regulate product endorsements not just in advertisements but also on blogs and other forms of social media. (PDF here; the regs don’t start until page 55.)

Two heavyweight bloggers and longtime free speech champions Jeff Jarvis and Dan Gillmor — bless them — have lambasted the FTC for its move into the online arena (here are Jeff‘s and Dan‘s posts, and reader comments). While I think skepticism is in order, and the specifics of the government’s involvement need to be more clearly defined, in the end I believe the FTC’s move is a healthy and welcome development for social media.

I’m coupling my thoughts on the FTC ruling with an interview (above) I did a while back with Jory Des Jardins, co-founder of BlogHer, which I’ve just gotten around to publishing today. In it, Jory describes how JCPenney approached BlogHer with the idea of having bloggers in its network of 2,500 blogs write about its new line of Linden Street furniture as part of BlogHer’s review program.

As in its past dealings with retailers, the BlogHer exec team decided on this approach: It would allow a dozen bloggers to accept $500 gift cards to purchase furniture from JCPenney, but only on the condition that the bloggers fully disclose the relationship with both Penney and BlogHer, that the bloggers be free to write reviews and produce videos telling about their experience — both positive and negative — and that the reviewers could not accept any advertising from JCPenney. Importantly, they were not paid to write product endorsements but to write reviews. BlogHer then assembled their posts into a widget, which they ran across their blog network.

JCPenney was “thrilled” with the program, and so were the bloggers. (You can judge for yourself about the quality of the reviews; this one was typical. The authenticity is what makes this valuable to marketers.) BlogHer has run several similar retailer partnerships — and in each case, Jory says, the key ingredient was disclosure.

Watch, embed or download the video on Vimeo

Lisa Stone, another co-founder of BlogHer, evoked the same themes in her keynote address to the Online News Association conference on Saturday. One reason for BlogHer’s continued growth and success, she said, was they adhere to the same standards and practices that traditional journalism institutions have built up over the decades. By 2006, BlogHer “became the schoolmarms of the Internet,” Lisa said.

Every one of the 2,500 bloggers participating in the BlogHer network must fax in a signed agreement to abide by BlogHer’s community guidelines. BlogHer blogs must not contain “editorial content that has been commissioned and paid for by a third party, (either cash or goods in barter),” the guidelines say, and so I wish the guidelines page would address how reviews fall into a different category. (For the record, I think the way BlogHer has done this is absolutely fine, though this would violate many newspapers’ policies.)

Lisa also made clear that BlogHer has no desire to impose its guidelines on the entire Internet. “We don’t believe in a universal standard for the Internet,” she said.

Fair enough. It’s not BlogHer’s job to police the Internet. Nor mine. Nor the Media Bloggers Association’s. Two years ago I chaired a committee to write the association’s Statement of Principles, which includes this:

“Clearly disclose conflicts of interest including personal relationships, financial considerations or anything else that might influence or appear to influence your independence and integrity. If you accept payments from advertisers or sponsors, clearly demarcate advertorial from editorial content.” Continue reading

August 1, 2009

Is the Internet making us more ethical?

Ethics of cultural collaboration from JD Lasica on Vimeo.

JD LasicaRita J. King, a senior fellow at the Carnegie Council and CEO of Dancing Ink Productions, talks about the ethics of cultural collaboration in this 10-minute video interview immediately after her appearance at the 140 Character Conference on Twitter in New York on June 17.

twitter-greenOur conversation was generally at a 50,000-foot level, looking at the Internet and its role in the development of an ethical culture. Rita uses the model of a Johari window, a square divided into four parts: How I see myself accurately; how I see myself inaccurately; how others see me accurately; and how others see me inaccurately. Participating in the digital culture shakes all those things up, she says, and new technologies are enabling people are able to parse out how they feel about the rituals and traditions that have been passed down from generation to generation “which both illuminate the human spirit and shackle us to outdated systems.”

During the panel and in our conversation, Rita questioned whether the efforts in the West to help the street demonstrators are helping or hurting if the tactics are based on deception, such as changing one’s Twitter profile to say you live in Tehran as an expression of solidarity. “Is it putting people on the ground in Tehran in jeopardy if they can’t find each other? Deliberate deception seems like a step backward to me. … And that’s symptomatic of other things that will continue to manifest in the digital culture,” with a debate over how best to achieve a social good.

Continue reading