The U.S. Federal Trade Commission now has guidelines in place for the use of endorsements and testimonials in advertising and marketing. They have a plan (now being activated) to identify and then fine bloggers USD11,000 each time they fail to disclose they’re being paid to write endorsement blogs. The FTC has a good, right and proper intention — but how can they possibly identify whole armies of lying individuals, muzzle them — and keep them muzzled? The threat of a fine may have some impact — but I fear will simply not be enough to make any real difference at all.

So manipulation of social media will continue. But if you hire bloggers remember the inherent risk. Many consumers online are smart and insightful with a sixth sense for detecting sponsored postings which have a promotional or insincere ring about them. If blogs endorsing your product are discovered to be managed — rather than spontaneous — the resulting damage to your brand on business forums and news groups could well be relentless and unmerciful. Bad news can travel fast on the social networks — as well as the good news!

Building and retaining paid circulation is probably the greatest single challenge in publishing these days. Cyril would like to be able to say to regional publishers that acquiring new subscribers online is simpler, cheaper and more profitable than through the mail. He can’t. “Response rates are low and renewal percentages poor”, he admits. “While the younger set spend time online, many businessmen and affluent, maturer citizens are simply too busy and preoccupied, and it’s hard to reach your best potential subscribers online in sufficient number.”

The web is saturated with poorly expressed, marginal and deceptive offers. No wonder the DELETE button gets pressed more than any other — and no wonder responsible people are spending less and less serious time online.