Just What Did British Airways Buy?

I’ve flown on British Airways three times and all three flights went well. The last time on British Airways was in 2006 and was a short hop from Venice to London and I remember the crew making the trip smooth for someone who really doesn’t enjoy flying. So it was a shock to learn that an airline that has a good reputation is buying reviews and paid posts. I decided to take a look at two posts, one from former tech blogger Meghan Asha and the other from her NonSociety partner Jordan Reid.

You can read the posting on SocialSpark (that’s Izea’s posting service) where British Airlines outlines what they require to be included in the post. The paid post provides for $15 in earnings although I believe some Izea posters make more than what is listed.

It’s interesting that the posts from Jordan and Meghan basically follow the required script from British Airways exactly. Is that where the “real opinion” comes from? One requirement is that the post is more than 200 words; Meghan’s comes in below that at 186 words. Both bloggers provide a small button to note that the post is paid although it is at the bottom of the post. I know Izea founder Ted Murphy talks about the importance of disclosure is his network’s paid posts which is a good thing. One change I’d like to see is that the button is moved to the top and clear language is added to the top of every post noting that the post is paid. You may never even see the button on the two blogs because of the non-traditional layout that the NonSociety site employs.

Meghan begins by noting, “In scouring the web for travel deals, I came across a promotion that British Airways is having in November called the World Sale.” What’s interesting here is that I didn’t realize that when people are looking for travel deals they search on SocialSpark. I am a travel deal hunter like no other and now I have to remember this the next time I am planning a trip. Meghan “found” pricing for the special although she didn’t have to look far as the pricing is listed on the direct link from the Izea website. She does include her opinion that she enjoyed her flights on BA and that her dream destination is Dubai. The posting did require her to note where her favorite destination is. I wonder if they had required her to note her favorite soda – would she have included the word Pepsi in the post? I actually think Meghan made a mistake with her links and SocialSpark won’t even be able to report any clicks back to BA.

Jordan does a better job of making a full post out of the ad. Jordan runs a good amount of paid posts. Jordan includes her favorite destination and I like how she makes sure to include the word “Upgraded” per the post requirements. She does an decent job at making the post feel “real”. Jordan ends her post by stating that her next overseas trip will be on BA. It will be interesting to read her review after the next flight.

This campaign would have read better as an advertorial than to try to jam in 1-2 sentences of “opinion” around what is clearly a nearly 200 word ad. I’ve said for a long time that, employed correctly, advertorials could work well for bloggers. And over the past 6-9 months we are seeing more blogs running this advertising format.

If you are new to SocialSpark and Izea, check out this video overview with CEO Ted Murphy from last year.

Paid posts, sponsored reviews and paid shilling has been a hot topic in the press recently. The FTC is requiring disclosure beginning next month. This past weekend there were a variety of pieces written about mommy bloggers. Steven Hodson takes a look at the issue and notes, “If you are going to do nothing but write high praises about all the stuff you have gotten for free don’t call yourself a blogger of any kind – you’re a shill.” This is something I’ve questioned for years now – show me paid bloggers who continue to get work when they provide a negative paid reviews. To-date my questions have gone unanswered. Steven wrote a follow-up post about the importance of honesty.

I am working on an indepth opinion post about this topic which I hope to have finished within the next week. I’ve spent a good deal of time on paid post analysis and have some interesting findings to share. I very much enjoy debating this topic from all angles.