I cross posted this item at my new Posterous site — my latest 2.0 addiction. The event is significant enough to warrant broader coverage in the Sledzik Social Media Network. And I really need to get a life.
Ah, the good old days.
It was Oct., 12, 2006, and my first month as a blogger when I came across this story in Business Week. It involved Jim and Laura and the fake blog called “Wal-Marting Across America.” The story became instant folklore in the 2.0 digital world of PR and marketing. I wrote about it here — three years ago yesterday.
The story caused quite blow-up in the blogosphere, not to mention great embarrassment to the blog’s creators, Edelman Public Relations. Prior to “Wal-Marting,” Edelman had been the leading proponent of social media in PR practice. And thanks to a swift response to this crisis, the firm has maintained that leadership position.
But speaking objectively, was the case really all that high-profile? Ask anyone outside the 2.0 echo chamber about Wal-Mart’s fake blog and you’ll likely get a blank stare. Sometimes what happens here isn’t nearly as important as we think it is.
Regardless, it’s been a great case from which my students can learn the value and the importance of transparency and authenticity — two things I fear the 2.0 world will never achieve.