And from here on... (Finale finale)

Fiascos like these, coined flogs (faux blogs), are largely the result of a failure to be transparent, whether intentionally or not. Given the highly traceable nature of internet technology, it is hard to imagine how one could hide footprints like server names, admin names, email addresses, and company profiles. On the net, information is so easy to obtain, and with very little expertise. Advertisers and marketers must not forget that they are now subject to much greater scrutiny than possible for a 30-second television spot.

Clearly, the Wal-Mart and SCEA debacles were attempts to revitalize an aging industry, using the emerging arena of interactive marketing. An unavoidable difference between the successful blogs of Sun Microsystems and GM, and the disasters of Wal-Mart and SCEA, is that the former were not created as specific marketing attempts. They are CEO’s communicating directly with their consumers, conversationally, in a natural blogging style. Wal-Mart and SCEA, however, hired peons to represent the brand, without making the financial connection or purpose immediately clear.

Now, startup companies are emerging to capitalize on these mistakes, offering blog creation and consultation services to inexperienced businesses. One such company, Fortune Interactive, claims:

We can help guide your company through the intricacies of the blogosphere and provide everything your company needs to take advantage of the marketing, branding and public relations benefits that come from managing a corporate blog.

While technically hiring others to represent your company, this may not be a bad tactic for businesses that would otherwise embarrass themselves. Understanding that blogging is more of a community than a tool is essential, and becoming fluent in the language and customs is imperative to creating a lasting blog. Because the blogging community is still relatively unregulated legally and financially, consequences for an offending blog is generally bad press and blogger disdain. But as the blogosphere grows in influence, more and more companies will have to take consumers seriously, talking with them instead of at them. Blogger organized boycotts, hacks, and bad publicity will have more power as their popularity rises.