Yes, it is the age of conversation, but in India it is also the age of brand ambassadors. And not just the average Joe Ambassador, but ones who blog. I, for one, subscribe to Big B’s blog, because, from his posts, i think he is a natural. And even if this is true, he’s doing justice to the job.
Anyway, after blogging for a while, it was quite understandable that with his hectic schedule, Big Adda should make his life easier by giving him a mo blog. And now he’s having a blast with microblogging @160 characters. Updating multiple times a day and speaking his mind.
The entire activity set me thinking. So, what happens when the transparency of social media meets brand ambassadors? How would, for example, the Big B (as brand ambassador) react, if God forbid, a pesticide (Pepsi) or a worm (Cadburys) issue erupted again? What role would he play? Blogger or Brand Ambassador or a boring diplomat? Assuming that he uses the products he endorses (okay, stop laughing!!) would he sometimes play the dissatisfied customer?
I got a glimpse of perhaps what lies in store, thanks to this entry of his. A tale that most bloggers would be familiar with. Sit and write an entire blog post and the server conks out without saving!! In this case, he was blogging on Big Adda. Bad publicity, I would think. Thankfully, someone there was smart enough, and pretty soon we had another entry, this time thanking a Big Adda official. Wonder if they’d do that for mere mortals though 😉
But back to the point, in an era of instant communication and celebrity bloggers, would brand ambassadors now have revised contractual obligations that draw a clear line on transparency? One that would bring brands back to the familiar comfortable opaque territory that they have been operating in? Or will the celebrity be true to the spirit of blogging? (read the poetry – header on Big B’s blog) 🙂
until next time, brand bloggers 🙂
This entry was posted on June 30, 2008 at 3:52 pm and is filed under Advertising, Brand, India, Internet with tags Big Adda, Big B, brand ambassadors, social media marketing, transparency. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.