{"id":6824,"date":"2009-04-07T12:48:44","date_gmt":"2009-04-07T12:48:44","guid":{"rendered":"http:\/\/agenciainclusive.wordpress.com\/2009\/04\/07\/posts-patrocinados-levantam-questao-etica\/"},"modified":"2009-04-07T12:48:44","modified_gmt":"2009-04-07T12:48:44","slug":"posts-patrocinados-levantam-questao-etica","status":"publish","type":"post","link":"https:\/\/inclusivenews.com.br\/?p=6824","title":{"rendered":"Posts patrocinados levantam quest\u00e3o \u00e9tica"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5468 alignleft\" title=\"blogosfera\" src=\"http:\/\/agenciainclusive.files.wordpress.com\/2009\/02\/blogosfera.jpg\" alt=\"Descri\u00e7\u00e3o da imagem: globo formado por teclado de computador.\" width=\"90\" height=\"86\" \/>Patroc\u00ednio corporativo \u00e9 comum em r\u00e1dios, seja em programas esportivos ou de entretenimento. Agora, esta pr\u00e1tica invadiu a blogosfera, noticia Wailin Wong [Chicago Tribune, 26\/3\/09]. Os &#8220;posts patrocinados&#8221; v\u00eam gerando um debate acalorado na ind\u00fastria de marketing de m\u00eddias sociais entre aqueles que v\u00eaem a iniciativa como uma op\u00e7\u00e3o ben\u00e9fica para empresas e blogueiros e os que acreditam que tais pr\u00e1ticas podem manchar a legitimidade de blogs e marcas.<\/p>\n<p>A discuss\u00e3o &#8220;refor\u00e7a o questionamento sobre onde os blogs se encaixam na cultura e na sociedade e se podem ser considerados [ve\u00edculos] jornal\u00edsticos ou n\u00e3o&#8221;, afirma Sean Corcoran, analista da Forrester Research e membro do time que avalia positivamente os &#8220;posts patrocinados&#8221;. Analistas da Forrester acreditam que a experi\u00eancia publicit\u00e1ria com blogueiros possa ser mais aut\u00eantica por conta da rela\u00e7\u00e3o pr\u00f3xima que t\u00eam com seus leitores.<\/p>\n<p>A WOMMA (World of Mouth Marketing Association), associa\u00e7\u00e3o americana que re\u00fane cerca de 400 profissionais e empresas atuantes em marketing &#8220;boca a boca&#8221;, revisou seu c\u00f3digo de \u00e9tica este ano. Dentre as mudan\u00e7as, est\u00e1 uma que diz que a associa\u00e7\u00e3o \u00e9 contra &#8220;as pr\u00e1ticas de marketing que pagam o consumidor para fazer recomenda\u00e7\u00f5es ou cr\u00edticas&#8221;. Paul Rand, executivo-chefe da empresa de marketing Zocalo Group e um dos que lideraram a revis\u00e3o do c\u00f3digo de \u00e9tica, disse que os membros consideraram haver uma &#8220;forte diferen\u00e7a entre dar dinheiro a blogueiros e fornecer um produto para ser experimentado&#8221;.<\/p>\n<p>Experi\u00eancias patrocinadas<\/p>\n<p>A Panasonic, por exemplo, pagou as passagens a\u00e9reas de diversos blogueiros para a feira de produtos eletr\u00f4nicos Consumer Electronics Show, em Las Vegas, este ano. Eles receberam produtos da Panasonic e estavam livres para escrever sobre o que quisessem. Chris Brogan, blogueiro que participou da viagem, informou que n\u00e3o se tratou de post patrocinado, pois n\u00e3o recebeu por estar l\u00e1 ou para escrever sobre os produtos da empresa. &#8220;Eu deveria escrever sobre a feira e se eu achasse que valia a pena escrever sobre a Panasonic, eu poderia, mas n\u00e3o era obrigat\u00f3rio&#8221;, contou em seu blog.<\/p>\n<p>No ano passado, a Izea, empresa que faz a ponte entre blogueiros e anunciantes, trabalhou com a loja de departamentos Kmart para fornecer vale-presentes de US$ 500 para blogueiros, que ent\u00e3o escreveram sobre suas experi\u00eancias de compra. Sob o c\u00f3digo de \u00e9tica da WOMMA, vale-presentes equivalem a dinheiro. J\u00e1 o CEO da Izea, Ted Murphy, alega que a a\u00e7\u00e3o foi aceit\u00e1vel, pois foi equivalente a dar um produto para ser experimentado. &#8220;N\u00e3o d\u00e1 para estabelecer uma linha entre dinheiro, viagem, TV, pontos ou o que quer que seja. Tudo isto tem um impacto e h\u00e1 transfer\u00eancia de valor&#8221;, opina.<\/p>\n<p>Al\u00e9m dos blogs, os posts patrocinados tamb\u00e9m chegaram \u00e0s ferramentas de microblogging, como o Twitter. Melanie Notkin, criadora da comunidade online Savvy Auntie, participou este m\u00eas de uma campanha da Disney para promover o lan\u00e7amento do filme Pin\u00f3quio em blu-ray. Melanie postou atualiza\u00e7\u00f5es do lan\u00e7amento do produto, indicando que se tratava de um patroc\u00ednio. &#8220;Falei \u00e0 Disney que precisava ser transparente e aut\u00eantica&#8221;, contou. Durante o programa de tr\u00eas semanas, ela obteve a ades\u00e3o de mil seguidores.<\/p>\n<p>No Brasil, causou pol\u00eamica recentemente a rela\u00e7\u00e3o do jornalista e apresentador de TV Marcelo Tas com a Telef\u00f4nica. A empresa patrocina a p\u00e1gina de Tas, tido como uma celebridade no Twitter, com mais de 20 mil seguidores, para a divulga\u00e7\u00e3o de um servi\u00e7o, o que gerou cr\u00edticas de internautas. Em entrevista \u00e0 Folha de S.Paulo, o jornalista alegou que n\u00e3o considera o que faz errado, pois deixa a rela\u00e7\u00e3o comercial transparente em seu perfil no Twitter.<\/p>\n<p>Fonte: <a href=\"http:\/\/www.observatoriodaimprensa.com.br\/artigos.asp?cod=531MON004\">http:\/\/www.observatoriodaimprensa.com.br\/artigos.asp?cod=531MON004<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Patroc\u00ednio corporativo \u00e9 comum em r\u00e1dios, seja em programas esportivos ou de entretenimento. Agora, esta pr\u00e1tica invadiu a blogosfera, noticia Wailin Wong [Chicago Tribune, 26\/3\/09]. Os &#8220;posts patrocinados&#8221; v\u00eam gerando um debate acalorado na ind\u00fastria de marketing de m\u00eddias sociais entre aqueles que v\u00eaem a iniciativa como uma op\u00e7\u00e3o ben\u00e9fica para empresas e blogueiros e [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-container-style":"default","site-container-layout":"default","site-sidebar-layout":"default","disable-article-header":"default","disable-site-header":"default","disable-site-footer":"default","disable-content-area-spacing":"default","footnotes":""},"categories":[4],"tags":[],"class_list":["post-6824","post","type-post","status-publish","format-standard","hentry","category-noticias"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Posts patrocinados levantam quest\u00e3o \u00e9tica -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inclusivenews.com.br\/?p=6824\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Posts patrocinados levantam quest\u00e3o \u00e9tica -\" \/>\n<meta property=\"og:description\" content=\"Patroc\u00ednio corporativo \u00e9 comum em r\u00e1dios, seja em programas esportivos ou de entretenimento. 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