It isn’t that people don’t want ads or info. They just want it through a conduit they trust on a subject they actively engage and they don’t want to feel manipulated in the process. Hard to achieve that last one with a blogger buy-off or buy-out.

Corporate blogs have great potential because there is no mistaking what they are about – connecting to the customer for the purpose of selling a product/service. No manipulation exists because the agenda is known to both sides. Corporations that blog authentically will do well and bloggers that blog independently will do well. When corporations buy-off bloggers both lose – and so does their audience.

I did not mean to suggest — in any way — that small businesses should approach bloggers and offer payment in exchange for writing favorable product reviews or pay-per-posts or any such nonsense.

Instead, offer information. Offer up executives for interviews and be open to answering questions, even tough questions, from bloggers — just like you do with the media. Better yet, read the blogger’s blog and participate in their community just everyone else.

But as a completely separate matter also consider advertising in appropriately designated ad slots on blogs — because advertising helps with brand awareness.

But always keep the two separate. And keep it transparent with regard to any relationships between bloggers and companies.

But for emerging brands, especially those who understand the spirit of the bloggers’ ethic, and the humane treatment of readers, adverting on blogs just can’t be beat.

I also rely on blogger opinions before I make a rather large purchase on an item for myself. The first thing I do, is search online for reviews. Personal opinions matter to me and I’m glad that we have the opportunity to find info online now.