Blog Advertising Code of Ethics

Considering the growing popularity of professional blogging, there is an increasing need to have blog advertising ethics. Bloggers have similar duties as the media. Unlike the latter, however, there is no institution that regulates blogs. Hence, it is vital that bloggers self-regulate. Blogging is more than just writing, expressing oneself and earning money. The writers must know and be reminded that as they participate in media they have the responsibility to promote the good of their readers.
To probloggers out there, we are encouraging you to follow the code of ethics below. You owe it to yourself as professionals and to your readers who look up to you. After all, what sets you apart from casual bloggers is right there in your title – you are PROFESSIONAL.

Principled. I will be principled in my writing. I will practice discretion in determining the topics I will be discussing in my blog. I will also be principled in choosing advertisements I will allow in my website. I will not engage in unethical internet practices such as click fraud. I will make the good of my readers my highest priority and not compromise my principles for monetary gain.

Responsible. I will be responsible in updating my blog. I acknowledge that I owe it to my readers to have fresh content in my website. I will also be responsible in checking the truthfulness of the data before posting it. It is my duty as a professional blogger.

Original. I will be original; making sure that my content is my own. I will not even consider plagiarizing.

Fair. I will be fair when reporting on issues with 2 sides. I will make certain that both sides are properly presented and given the chance to explain or defend themselves.

Exposed. I will expose myself to new thoughts and ideas by reading, listening to people and music and watching the latest trends. I will not allow myself to stagnate as a person and as a professional blogger.

Sincere. I will be sincere. I will write what is true and mean what I say. Lying is not an option for me. I will be objective and unbiased when writing product reviews. I will share my actual experience with the product, nothing more and nothing less.

Straight. I will be straight in my blog and stand for what I believe in. When advertisers ask for a good product review in exchange for favors, I will stand by my morals and principles.

Inspired. I will not write simply for the sake of money. Writing is my passion so I will be inspired, putting my heart into my articles and reviews.

Open. I will be open-minded. I will not reject ideas that differ from mine. I will learn from them.

Novel. I am a problogger with my own identity. I will be novel, differentiating myself from other bloggers in terms of content, writing style and ethics.

Accountable. I will be accountable to my readers. Should I commit mistakes, I will admit them and correct them promptly.

Link Sources. I will give credit to the minds that help me with my work as a problogger. I will link sources to acknowledge their hard work.

Click Fraud

Click Fraud         

           Do you know that a blogger can earn by a click of a mouse? Pay per click (PPC) advertising is an easy way to make money because companies advertising at websites pay bloggers every time an advertisement is clicked, regardless of whether or not the person who clicked it is a valid web user. This posts as a big temptation for bloggers, advertisers and blog readers in general.

THE BLOGGERS

          Bloggers have everything to gain in PPC advertising. They may be lured into clicking the advertisements in their site because every click means extra income for them. It takes a principled and ethical blogger to resist this temptation.

THE ADVERTISERS

          A bloggers' monetary gain is an advertisers' loss in PPC advertising. They lose money every time their ad is clicked. Technically, this should be fine because their "money loss" can be considered as an investment. The problem, however, is that some advertisers may be coaxed into clicking their competitors' ads just so the other company would lose money. 

THE BLOG READERS

          It may seem illogical but some blog readers click on ads with no intention of actually purchasing anything. Who knows if its for kicks but they do it for the mere reason that they want advertisers to lose money. Sounds pointless? Yes, definitely. Although it doesn't make much sense, some people do it anyway.

          Click fraud is an internet crime. Although it is punishable by law, the most effective way to fight it is by upholding proper ethical practices and maintaining high moral standards in blog advertising.

SELF-REGULATION IS KEY! (POV - Interactive Media Agency)

bloggingfAD was fortunate enough to interview JR Magboo, an account manager from K2 Interactive(a well-known interactive media agency) regarding the trend of blog advertising.

These are the key points we got from our chat with Mr. Magboo:

1. On pro-blogging…

Most bloggers love to write. If they decide to become professional bloggers, it’s a great thing because they earn money from doing what they love.

2. On advertising in professional blogs…

Basically, there are banner ads and product reviews. Product reviews are good because they give readers/customers a different perspective. Not all pro-bloggers have a degree in journalism, but they try to be true to themselves to. Ideally, they write what they want to. It’s also a plus that it has a personal touch. So, if they are really passionate about that product, the review will give a little something extra for the company. And vice-versa. If they’re not happy, they don’t sugarcoat it that much.

The advertiser also gets a different exposure because the internet is a relatively new medium compared to print, radio and TV. A good brand manager would look at the different contact points. The advertiser should also understand the risk involved. They can’t control everything. Unlike in a TV commercial, they can write the story and edit it before airing. With product reviews, there’s no telling what will be written in the blog. At least that is what should happen. This is where ethics comes in.

3. On ethical advertising…

Pro-bloggers should remain ethical and not feel obligated to write good reviews just because companies offer them free products. And although they have biases already (like their favorite brands), they should remain objective in writing reviews for competitor brands. They should also consider carefully which companies they allow to put up banner ads in their blog. Considerations should go beyond the monetary deal.

4. The process...

There are two ways:
(1) Companies who want to advertise in pro-blogs go to media agencies.

The agencies will choose which blogs to advertise in.
(2) Companies search on their own.

But most of the time, companies do course it through media agencies.

Therefore, the agencies also have certain considerations I selecting which

blogs to advertise in.


5. The criteria...

On the side of the blogger some considerations are:
(a) Relevance of the advertiser to the blog and to readers
(b) Aligned with principles

On the side of the advertiser / agency:
(a) Similarity of target market
(b) Objective of marketing plan
(c) Non-controversial blog (unless the brand is controversial as well)
(d) Relevance

Message to bloggers and advertisers:

Since there is no regulatory board for blog advertising (the Internet being a relatively new channel), pro-bloggers and advertisers alike should be the ones to regulate themselves. This applies to what they write and who they allow to advertise. Self-regulation is the key.

From all of us here in bloggingfAD, thanks Mr. Magboo! It has been a very enlightening interview and we're sure the readers will learn a lot from this!.

p.s. FEEL FREE TO COMMENT!!!

Speak Up!

Banner Ads

What are your thoughts about banner ads?

Have you purchased something from them?

Pop-Ups

How do you feel about pop-uos?

Do you think it is an effective form of advertising?

Product Reveiws

Do you read product reviews?

Do you believe in them?

The Rise of the Blogging Business

Initially, bloggers wrote blogs as a form of self-expression. The Blog Trend Survey conducted by Digital Marketing Services Incorporated for AOL showed that most people do not blog for fame or money. Over half of those surveyed agreed that blogging served as a form of self-therapy.

However, with consumers starting to consult blogs for insights about a product or a service, bloggers started to conceptualize how blogging can be monetized (BBC, 2007). As most blogs were the work of individuals, many believed that they were more honest and reliable than corporate or commercial websites because they were not subject to marketing pressures. Consumers are wary of marketing gloss and so their interest in blogs is not surprising.


Marketing, in constant search for ways to communicate with their consumers, saw the potential of blogs. Hence, “blog advertising / marketing” was born. Companies such as Nokia, Samsung and Microsoft started sampling their products to prominent bloggers in exchange for write-ups. Although there seems to be nothing particularly wrong with handing out products for review, there is a concern that bloggers will be placed in a situation wherein they have to come up with positive reviews for the company. If this happens, readers are denied their right to unbiased information.

Furthermore, product advertisements became present in blogs. Companies started placing their ads in famous blogs, giving a certain amount of money to the blogger. Hence, blogging is becoming a money-making enterprise and the blogger, an advertising medium.

Knowing these facts, would you would you continue trusting product reviews? Would you be tempted to click on blog advertisements? Share your thoughts!

Featuring Abe Olandres

For our next featured problogger, we present to you Abe Olandres. Abe, more commonly known as “Yuga” has been in the web hosting business for 4 years. He is a professional blogger, a blog consultant, a technopreneur and a resource speaker. His blog is all about Philippine technology news and reviews. If you are techy, well, his site is for you. Please visit www.yugatech.com.

Pro-Bloggers: In Focus

This site has been talking about pro-blogging, how promising it is as a profession and the challenges that come with it. Well, it’s about time for us to hear (or read) about pro-bloggers themselves – their thoughts, opinions, motivations and struggles in their chosen career. Let us now bring the pro-bloggers in focus.

Most pro-bloggers we came across with have been blogging within the span of 3 to 5 years. They did it for fun and self-expression. They later on discovered that they can actually get paid for having fun. While they chose not to reveal the exact amount they earn, I guess it is safe to say that it is profitable enough for them to stick to it. It’s no wonder that when we asked how long they see themselves blogging, some answered “forever” while others said “for as long as blogging exists”. From there we can infer that they do not perceive blogging as simply a job but a career.

Although probloggers have different reasons for blogging, it is important for them that a lot of people are reading their blog. Marhgil Macuha, a pro-blogger mentioned, “A blog without readers is not a blog. It’s just a piece of HTML code on the internet.” In addition, all of them said that they became probloggers for the same reason people get into business – to earn money. Because of this, readership is of primary importance. It is only logical that no advertiser would place their ads in a blog with only a few readers.

When asked how they choose the advertisements they allow in their blog, they answered that it is not their call. One of them said, “I don’t decide. Google Adsense decides for me. They simply check via their Google Adsense robot the content of my blog and decide automatically which advertisement to put into it.” In this case, we can only hope that the Google Adsense robot has good discretion.

Each problogger should have their own criteria of measuring their effectiveness. When asked, they gave us 2 answers. The first is earnings and the second is ranking. They deem themselves effective in their craft when advertisers are willing to pay a good sum to place ads in their blogs. Ranking is also important and monitored. One blogger considers himself effective for being part of the top 40 bloggers list in the Philippines.

Being an effective blogger is not the same as being a responsible blogger. We asked the probloggers what they think their responsibilities are. Here are some of the most striking answers:

· Posting Regularly

· Respecting the readers and fellow bloggers

· Verifying information before writing about it

· Not stealing or “scraping” content from other blogs just to make a quick buck

· One of them even went out of the way and made a full definition of a responsible blogger. “A responsible blogger is an open-minded one. He's not afraid to voice out what's on his mind, but still is considerate of other's feelings and opinions. He is honest and fair (although at times, this may take a backseat because of the blogger's emotions). He knows that not everyone will agree with him, and he acknowledges the fact that his blog CAN influence other people. He's the type to accept the consequences his blog may have caused.” – Sharline Cruz

Some bloggers however, do not seem to share the same beliefs as the rest. When asked the same question of what the responsibilities of a problogger are, some answered “it depends”. They think that it varies from one blogger to the next. Their responsibilities are for them to decide. Some answered that a blogger’s responsibility is to post regularly – nothing more.

Given the varied answers of bloggers and the proliferation of problogging as a profession, do you think there is a need for a blog advertising code of ethics? Tell us what you think!

Featuring, Carl Ocab

Our first featured blogger for this week is Carl Ocab.
Internet savvy people would automatically link the tag "Make Money Online with a 13-year Old" with Carl Ocab. Don't let the age fool you. This kid blogger made blogging waves ranking number one in Google for the keyword "Make Money Online." He has been talked about be Jack Humphrey, Rosalind Gardner, Nick Marks and Joel Cristopher - all top notch internet marketers. Learn more about him and visit his site www.carlocab.com. Who knows? You might just make money with a 13 year old.

Starting a Career in Pro-blogging

As most pro-bloggers attest, blogging for an income takes time. Although there are a good number of success stories, it did not happen overnight. As often mentioned, engaging in pro-blogging is engaging in business. No business soars in a blink of an eye. Time is of essence and with it comes hard work and discipline.

This statement is not an attempt to dissuade professional blogger aspirants (as ironic as the words “professional” and “aspirants” sound, I know you get my point). Pro-blogging could be a lucrative and fulfilling career when the hurdles have been overcome. Starting a career in pro-blogging is no walk in the park and again, it is not a “get rich quick” profession. Given these facts, do you still want to be a problogger? More importantly, do you have what it takes to be one?

Several probloggers have tips and suggestions on how to start (and keep) a problogging career. I have summarized them into 3 steps that are honestly easier said than done. Then again, it’s worth a shot, right?

OWN YOUR NICHE
As much as you are free to write practically anything under the sun in your blog, it is most advisable to own your niche (www.problogger.net).Determine what your blog is about, what topics could be found there and stick to it. If your niche is technology then write everything you dare to write about it. If it is fashion, then update your readers with the latest trend. Do not try to be everything, lest you end up being nothing.

TREAT IT AS REAL WORK (because it is!)
Most pro-bloggers work at the comfort of their own home. While this is convenient and at some points advantageous, there are several setbacks. There is a huge tendency to be lax and lazy (www.performancing.com). You are, after all, just a few steps away from your bed and television. It is important to create a division between work and home. Take off your pajamas for crying out loud and dress properly. Get to WORK on time. Treat your profession as real work because it is!

WIDEN YOUR HORIZON
Pro-bloggers are expected to generate new ideas, fresh insights and original concepts. Although creativity plays a role, it cannot stand on its own. It’s going to need help from other sources (www.performancing.com).
READ. Read what you can get your hands on from fiction to nonfiction, newspapers, books, magazines, advertisements, posters, product labels … anything. Read about anthropology, the arts, architecture, history, science and technology. Read other blogs. A fresh surge of ideas may spring from them.
LISTEN. Listen to music of as many types and origins as possible. Listen to conversations of people out in the public. You may get your inspiration from them.
WATCH. Watch movies, short films, documentaries, videos and informative TV programs. Who knows what you will learn?

The 3 steps are not a surefire way to pro-blogging success. They are a good way to start though. So, tread on, future pro-blogger. Good luck!

Let bloggingfAD know how it goes!

PRO-BLOGGING 101

I guess the first and most logical question is, what is pro-blogging? Abraham from Yugatech simply says that a professional blogger gets paid for the obvious – to blog. According to Pinoy Problogger (http://problogger.com.ph), here are 3 types of probloggers:

1. The independent pro-blogger manages everything in his blog from “platform installation to creating content to marketing”

2. The corporate pro-blogger is someone whose job is to write entries for company blogs.

3. Network bloggers are experts in specific fields who are paid to write by a blog network.

Sounds simple? Perhaps. Pro-blogging, however, is not for the “faint-hearted” as posted by Angelo Racoma on The J Spot. You see, pro-bloggers are entrepreneurs in their own right. No businessperson can be successful without the proper combination of intelligence, hard work and guts. In the same way, no pro-blogger can be successful without a good amount if wit, perseverance and confidence. If you think that you have all 3, perhaps you have what it takes to be a successful pro-blogger.

WELCOME! Enjoy our blog!

Are you a blogger, a blog reader or a person working in a company that is in constant lookout for innovative marketing? Here is a new blog site that will surely attract your attention and cater to your interests. Be updated on the concept of pro-blogging and blog advertising. Be aware of how the system works. Find out how you can be an effective pro-blogger. Know the guidelines and ethical practices. Be heard and voice out your opinions and ideas. Experience all these and more by simply logging on to http://www.bloggingfad.blogspot.com/. Don’t forget to link it to your site and comment. We want to hear from you!