According to this Craig’s List job posting, a New York agency wants to hire a writer to post comments on blogs and message board as part of a “viral marketing campaign.” If we are understanding the ad correctly, it appears the agency wants this person to seed blogs and message boards with comments as part of a marketing campaign. While these “planted” comments happen all the time, acceptance of or retaliation against depends entirely on how the efforts are conducted. If it’s seen as schilling something in an inappropriate environment or using verbiage that’s overly salesy, it’ll be shot down the minute it starts.
One could argue this sort of effort is clandestine and should never occur. Others might argue it’s simply another form of public relations playing its part to sway opinion. We’d hope this effort would consist of more than just panted commentary and include a blog or its own. Perhaps it will. The ad isn’t clear on that point. Either way, the devil is clearly in the details on this one.
The ad reads, “Contract Writing Position for Blogging Campaign
We are an advertising agency that is looking for somebody to work from 2/14 – 2/26 as part of a viral marketing campaign. The job will essentially consist of contributing to a variety of blogs and message boards. Candidates should write well and have the ability to think creatively on their feet. An interest in music and technology is a big plus.
Though this should be a fun job, it is important that the candidate understand the objectives of the campaign, work hard, and go about blogging in a very efficient and organized manner. Tracking when and where comments have been posted is just as important as the comments themselves. It is a full-time position, $10/hour for the tenure of the contract. You will be working at our midtown office location.”
