Let's Pretend!

Thanks to Hugh, who in turn thanks Blogthenticity, for his post about this latest outbreak of "blogshit."  Blogshit, by the way, is my term for a corporate bullshit blog, one that makes believe it's real, but actually isn't.  This post explains a little more.  There are several species (specious?) of blogshit, which I'll take up in a later post.

Now, I believe Gourmet Station starting a blog is a good thing. Maybe not my cup of tea, but it's their business and they're reaching out to have conversations about it.  Or not.  Because the "person" writing the blog is fictitious.  They tell you this in the first post! 

...please meet the main voice of the Delicious Destinations blog - T. Alexander. T. Alexander is a fictitious character created by GourmetStation, it’s creative partner, Blue Marble Media, and marketing partner, Bloomberg Marketing. T. A. is our icon, who through reflections about food, customs and travel, adds a bit of spice to our website and newsletters.

We are all thrilled that T. Alexander now has a blog. This blog allows T.A. to emerge from the copy blocks of the GourmetStation web site and come to life.

We ask you to use your imagination and, in keeping with the culture of the blogosphere, cordially invite you to join the conversation as T.A. explores culture, food and travel from around the world. We look forward to reading about your adventures too. [emphasis added]

So, in keeping with the culture of the blogosphere, we invite you to have a fake real conversation with a fictitious character about things you do in your life. Remember sending letters to Howdy and Buffalo Bob?  Kinda like that.  Only in a blog.

Something like this?

Dear T.A.,

It was nice to hear that you had a pleasant Easter brunch with Clarissa at her flat.  I just love spontaneous gatherings, don't you?  Isn't the bubble-headed shrew (bless her heart!) lucky to have a resourceful friend such as yourself to save the day with the perfect menu. It sounds like the leg of lamb (I just love traditional slaughter symbols, don't you?)  was a big, big hit. And wasn't it terrific that you got to show off those lovely photos of yours?

Our Easter was fine, too. We sat around eating and drinking until it was time for the big "get the energy of the universe in alignment for Spencer's college decision" ceremony, which was a smashing success. Then we talked some more with British people and sent everyone home with leftovers.  I so love holidays!

Well, time to close for now. Can't wait to hear about your Passover adventures.

Your make believe friend,

Tommy

Yeah, I can see how that's gonna work out real good!  Ain't blogshit great??

Comments

[Donna Lynes-Miller]

We appreciate your comments about the GourmetStation blog and our fictitious character and site host, T. Alexander. We are a small pioneering food company and we see the blog and its content as a way of adding value to our patron's experience. What T. Alexander has to say about food is not as important as what our patrons have to share about their culinary adventures. We believe that our blog strategy is appropriate so long as there is full disclosure that T.A. is fictitious. We believe that blogging is not yet a fully defined term, process, or model....so it is difficult to say what is fake and what is real. Time will tell. In the meantime, we appreciate your feedback.

[Tom Guarriello]

And, I appreciate your comments, Donna. As I said, I think your decision to blog was a smart one. I'm puzzled, however, about the need to interject this fictitious element into the "conversation," when there are so many real "culinary adventures" to talk about. I hope I didn't give the impression that I felt this in any way, not "appropriate." And, while blogging certainly isn't a fully defined term, calling interaction between a real person and a fictitious icon "conversation" (the backbone of blogging, IMO) is strange at best. Because, you see, it's not all that difficult to say what is fake and what is real. I recommend you to Ada Louise Huxtable for her very learned treatment of that subject. I believe Joe Pine will also be looking at the same issue in an upcoming book.

If your intent in using a fictional icon as the voice of your blog was to attract attention, congratulations.

As for the overall impact, as you say, time will tell.

[Peter Flaschner]

I'm not even sure where to start... (pause for breath):

Ok, first, as far as I can tell from my deliberatly brief glance, the only place Gourmet Station mentions their blogger is fictional is at the very bottom of the page. So, as a consumer, I would have to read alllll the way through the content (including all the archives, assuming the blog continues to exist) before I found that the "person" I'd been reading was not real. I would not be amused.

Next, I think the folks at Gourmet Station have been poorly advised by their various media and marketing partners. I belive the power of the blog is that it allows consumers to create a meaningful bond with a brand by completely doing an end run around traditional marketing. Allow me to explain:

Right now, my relationship with the Gourmet Station brand is shaped by their public face, my (admitedly non-existant) direct experiences with the company, and any positive or negative feedback I've encoutered about them. This is all completely impersonal. A blog puts a human connection to the company. Tell me who you are. Tell me about what's going on behind the scenes. Tell me about what's going on in your (not your company's) head, and I will form a relationship with you that is far, far stronger than any I will form with a crafted, shiny brand.

I think it is exactly the 'warts and all' aspect of blogs that makes them such a powerful marketing tool. This is of course a frightening thing for any organization raised in a traditional marketing environment, and I'm sure this played a significant role in Gourmet Station's decision to create an idealized blogger.

Applying traditional marketing thinking to the blogosphere will not work for two reasons: first, it is far too easy to spread neagtive information around (witness this very posting). We don't like to be fooled, and despite GS's disclosure at the end of the blog, it is too late in the process. Second, traditional branding rules say "shiny shiny shiny", while blogs say "honest honest honest". Use your blog to show your respect for your customers by telling us about the human stories behind the brand, and we'll be customers for life.

[Tom Guarriello]

Peter...well said!