Friday, July 21, 2006

Why the Blogger, evermore?

There has been a lot of talk recently about the value of bloggers. In the very strict sense of using Public Relations skills to move products, there is little value in going after bloggers. Sites like this one are essentially existential tools for validating our existence, not targets for meaningful campaigns.

Just a few days ago, on a blog called Dead2.0, the writer expounded on the 11 rules that will ensure a successful business. There was nothing intrinsically new on the post, just the wit and wisdom of someone who had obviously been there and done that. What followed was a perfect firestorm from all the self appointed experts in the ways of Web2.0. The comments were as pathetic as they were hilarious. It demonstrated almost to perfection my premise that in the old days, when we did not have to go through the more recent contortions to gaze at our own navels and find them perfect, platitudes such as Dead2.0's recent outburst would have had all our heads wagging in unison. Nowadays, there is a whole legion of self appointed glitterati who support each other's incredibly pedantic reshuffling of obvious truisms.

My opinion has merit because Scoble said so? Hardly, quid est Scoble, we ask? Wherefrom the deep insights from someone who lacks both substance and purpose except possibly self aggrandizement? Used to be that opinions from sources without substance were laughed off the air, nowadays it takes so very little to be famous that anyone can parlay his 15 seconds of fame into a lucrative career. Web2.0 is what again? Dead2.0 may have it right, go play with yourself and other likeminded hominids in that new playground, but never forget that talking to yourself is naught but a monologue among idiots. True business worth comes from the exchange of value between individuals who provide and who perceive value, not vacuous opining amongst peers with no value.

So, if you are truly using PR to promote a business, make damn sure your products do not become one of the blogging billiard balls, bounced from corner to pocket, never to reappear again. And again, judge the value and the time of trying to get those people to look at you. You deserve to pursue better targets, like real journalists with solid knowledge of your market and products.

Of course, that's just my opinion, and worth but the time it took to express it.

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