Well there are certainly plenty of ways to get it wrong! The latest being software company Attensa's decision to boast about how they used wikipedia to promote themselves. Needless to say their Wikipedia entries didn't last long after the case study was printed. The story has had plenty of coverage - just google (other search engines are available...) attensa and wikipedia.

In terms of getting it right, there is (as ever) lots of comment on using third party blogs to promote B2C products. The best (like The New Influencers) has advice that's still relevant for B2B - find out what the blogger is interested in, provide them with valuable content (and consider also providing fun content alongside it because of the kudos people can get from sharing something 'viral'). If you're promoting events, consider tapping into the networks or notoriety of speakers and their own blogs/online presence.

If you want to promote by commenting yourself on third party blogs (who would spend time doing that??), a bit of controversy never hurts. For example, try ending your comment by objecting to the premise of the original post... "why are you relying on the coincidence that someone you need to reach will be reading a third party blog? Why not put the effort into better targeting and direct promotion of the product, or creating great content that people will want to share?"

Third Party blogs and forums provide Brands with the ability to penetrate even the most 'niche' web-based communities, but they have to be treated with respect (and more than a degree of caution to avoid doing more damage than good). It's no good trying to creep in under the radar. Bloggers and Forum members will react badly to Brands who are not up-front about their motives, or those who hide behind masks of anonymity / fake profiles. Neither is it enough to post one-sided Brand propaganda and expect it to go undetected amongst these (largely) sophisticated users. If you are serious about stimulating discussion and impact in these environments, you can only do so by creating engaging, share-worthy content that is RELEVANT to the interests of that particular community. Users will forgive an up-front commercial message if it’s presented within an interesting viral film, game, or some other innovative format that they want to view / interact with. And always remember that you can get it oh-so-badly wrong. This week for example, London’s Southbank Centre scored a massive own goal when it was revealed that it’s own staff had posted fake, glowing reviews on the ‘What’s on stage’ discussion board for it’s Wizard of Oz stage production. Their mistake was posting three comments in quick succession with views that – quite frankly – bore no relation to the generally low opinions of critics and ‘real’ theatregoers. The IP address trail led straight back to the theatre themselves. See http://www.guardian.co.uk/stage/2008/aug/03/theatre1 for the full, embarrassing story.

And if your brand is strong enough, why not consider creating your own online community and discussion environment? You may have to take the rough with the smooth in terms of consumer comments and reaction, but at least you know that the active members are there because of your brand. It’s a way of finding out who your brand advocates are at least.

Tim,

Maybe someone should have told the London Southbank Centre to read the small print in the new Unfair Commercial Practices legislation...

There's a list of commercial practices that were outlawed as of 26th May 2008. I quote:

"22. Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer."

Hmm...food for thought!