SXSW 2012 - Sponsored Conversations: Good Strategy or Spam?

Sponsored Conversations: Good Strategy or Spam?
Event	Interactive 2010
Format	Panel
Organizer	Peter Kim – Dachis Group
Description	Does sponsored social media content work? When it comes to pay-for-play, many bloggers see no issue with “sponsored conversations” and point out that it’s happened for years. Others decry this practice as payola and challenge the credibility of those who accept payments. Who’s right?
Questions Answered	Should marketers support sponsored conversations? Do bloggers undermine their credibility by accepting payments? Will the FTC ruling have a material impact on this practice? How are large consultancies advising their blue chip clients on this issue? How do well-known bloggers see an impact on their approach? What standards should bloggers adhere to, especially vis-a-vis journalists? Can paying for conversation deliver unbiased content? Does this work as a form of advertising? From those who have participated, what's the ROI of sponsored conversations? Is this an inevitable trend, as Forrester claims? If so, how big will it get?
Level	Advanced
Category	Advertising, Blogging, Branding / Marketing / Publicity, Business / Entrepreneurial / Monetization, Content

Sponsored Conversations: Good Strategy or Spam?