Consider this as a rejoinder to my recent Pinoy Weekly column article.
I was expecting violent reactions to my article titled “Huwag kang mag-blog kung…” (Do not blog if…) but what I’ve gotten as of this writing are mostly receptive (if not totally positive) comments from intelligent and critical bloggers. (Of course, we can never be sure if, in the next few days, the negative comments will start coming in.)
In any case, the comments I’ve received so far focus on the main form of blog monetization which is ad earnings. There is no reaction yet on my views on sponsored posts as being deleterious to providing relevant information.
As I stressed in my column article, responsible bloggers should resist any form of imposition from various interest groups in the writing and production of media content (e.g., blog posts and static pages).
What are examples of impositions from “sponsors”?
Allow me to quote in toto two offers currently being circulated in a major paid post website, pertinent details of which have been intentionally deleted to protect the privacy of the sponsors (especially their “grammatically challenged” ways):
Please write a positive review of my ______ website . My website mainly contains reviews , softwares and tutorials about ______ ______ . I am a student trying to develop a blog about _______ , so please forgive the mistakes in the blog
I will be grateful to you
- please add 2 more links to any other two specific pages to my site , you like .
- also if possible please add 1 or 2 pictures of ______ ______.
Aside from the weaknesses in grammar, syntax and diction (i.e., the outright murder of the English language), do you notice anything objectionable? (Point of digression: Being a student does not excuse one for engaging in bad writing.)
Should you accept this sponsor’s offer, you need to write positively, not objectively. Given the weaknesses in the language, the message for me is not clear if the “requested” links and pictures are absolute requirements or mere suggestions.
In any case, what is more fundamental is a blogger’s motivation to accept this sponsored post: They do so mainly to get paid. Providing information, if at all, becomes secondary to the objective of earning that dollar payout.
This recent offer from another sponsor proves to be much worse:
Create a post talking about ______, in this post you have to include:
- A link with nofollow or javascript to -> http://_________________________ -> With the text “_______ Hotels”, “Cheap _____ _______” or “Hotels in ______”
- A link with nofollow or javascript to -> http://______________ -> With the text “Hotel reservations” or “Hotel bookings”.
- Don’t include more links to _________.com except the two one we specified.
- We would like that you include an image saying that is an sponsored post or not to put anything about.
Again, another murder of the English language! But what’s more important is the latent content (and sponsor’s intent). You should know by now where the irregularity lies. The sponsor provides impositions as to what phrases should be used and what websites should be hyperlinked.
Those who are familiar with web authoring and search engine optimization (SEO) may find some consolation to the fact that the “rel=nofollow” attribute can be included in the anchor (A) tags of your HTML code. This way, the Google PageRank of one’s blog will theoretically not be affected despite the hyperlink to the specified web pages.
However, it is possible that the sponsor is engaged in SEO tactics like “link farming” and “keyword stuffing” either to increase its website’s standing in search engine results pages (SERPs) or to improve one’s traffic ranking in databases like Alexa and Technorati. In order to make such tactics less obvious, notice the advisory not to include more links aside from the two that were specified.
Online visitors who are not familiar with SEO may not find anything wrong with such practice, but the deception remains nevertheless. Phrases and hyperlinks are used not on the basis of a blogger’s writing style and objective evaluation of the best resources available on the Net, but on what are being imposed by the sponsor.
Why should a blogger care more about dollar payouts than the information that he or she can provide to online visitors? Whether a blogger writes for personal or political reasons, he or she is in a position to shape public opinion. Given that the blogosphere is part of cyberspace (a public domain), a blogger has a responsibility to online visitors, whether he or she likes it or not.
This is therefore an appeal to the better sense of judgment of bloggers to use whatever “expertise” they have for the better good of the online community.
Thank you for reading.
That’s the reason why I only accept assignments that are relevant to my niche which is aging health and skin care. As long as a blogger keeps to his blog’s niche and his posts offer more valuable information about his chosen topics, then it doesn’t matter whether the posts are paid or not. After all those people who visit your blog will appreciate the information more than the links on the page. Not everyone point-and-shoot as they please.
Reply: Accepting sponsored posts based on one’s niche or specialization is indeed one way to provide relevant information to readers. But I hope you’ll also agree that too much imposition from sponsors could compromise the delivery of meaningful content. As long as you can maintain your independence in writing your posts, I don’t think you’ll have any problem adhering to the desired professional and ethical standards. I wish you all the best and thank you for your comment.
Well said Sir. One lesson for bloggers here is to edit before clicking that publish button. I hate to admit that I’m sometimes guilty of just ‘free writing’ without re-reading my post only to find out that there are typo, if not grammatical, errors. I did contemplate on jumping in the ‘paid post’ bandwagon but I did not–blessing or not, your article points to some of the downside of sponsored posts. :)
Reply: As we all know, editing starts not with the editor but with the writer. Given the chronic crisis, one cannot be blamed for thinking about joining money-making schemes (particularly the “get-rich-quickly” ones) in both the real and virtual worlds. Don’t you think the worst of times brings out the best in all of us, especially in terms of ethical values? All the best!