Call meJeffrey

Brad Feld recently posted a blog “The Dynamics of Full Disclosure” after receiving an email from a reader asking if he had previously disclosed his affiliate status with Amazon after he posted a blog with a few recommendations for books he liked in 2008. It’s best that you read his blog first, then come back here.

Now that we’re up to speed, let’s consider a two things:
1. Full disclosure has it’s place and purpose
2. Reading someone’s blog is a choice

The specific purpose for full disclosure by a writer is to uphold the trust they have with their readers (beyond any legalities that I have no place even attempting to speak about). Subtle as it may be, there does exist a trust relationship between writer and reader.

Since maintaining transparency is the most common way to foster trust online, being as transparent as possible is a must for a blogger. However, is it possible that someone can be completely transparent, yet still maintain a level of privacy? The answer should be yes. Some details have little to do with the writer/reader trust relationship, however because of the expectation of transparency unrealistic expectations are often cast onto the writer.

If someone blogs about a company they’re financially invested in, where raising awareness with that person’s readers could lead to the company growing and thereby creating a potential financial benefit for the writer, full disclosure is a must to maintain a “best intentions” position. This may full under the “duh” category, but it’s important to lay the groundwork so we can discuss the gray area.

Lets mosey a few steps closer to the center of the black and white. If someone blogs about a book written by someone they know personally, it’s widely accepted that the blogger will disclose their relationship so as to avoid the potential for an accusation of favoritism. I won’t go as far to say it’s essential, but full disclosure in this case will certainly head off at the pass potential trust issues.

Let’s go gray. Maybe I look at things differently that most people, but I always see online recommendations as friendly when they’re coming from a person I follow or trust (as opposed to a business). Clearly the more that’s left open to interpretation the more gray the area becomes. Because of this, there’s really no right or wrong – just varying levels of up-tightness. More often than not, a list of recommended items will directly correlate to what the writer has found personally interesting or enjoyable. I find the best way to sort through gray area situations is to imagine them happening in a different context.

Let’s take Brad’s post recommending the books for example. Would there be a different expectation of disclosure if you heard him talking about a few books while he was speaking publicly? How about if it was a conversation amongst a handful of people in a bar? What about if he sent you an instant message that linked to a book he liked? If you trust someone enough to consider their recommendations, then why worry about what they could potentially gain from that recommendation – regardless of the context.

It’s a waste of time worrying about the minutiae of intention in a friendly setting when it’s rarely anyone’s business, and more importantly – really doesn’t matter in the grand scheme. Here’s an example: Jack Threads is an invite only site that gives you access to one awesome clothing item per day at a deeply discounted price. Anyone with a membership can invite an infinite amount of people. If I invite you and you sign up, I’ll receive a $10 credit after you make your first purchase.

If I think the site is great, and I tell people how much I like it and they like it enough to sign up and spend money, then who cares if I get $10 in credit? Certainly not my friends. I’d be telling people about the site if the incentive didn’t exist, and while I don’t want to put words in anyone’s mouth, I’d bet recommendations would still be made if Amazon canceled their affiliate program.

Clearly, there’s a bond readers feel to the people they follow via blog or any other social media, however there sometimes exists an odd sense of entitlement that makes people feel they should be privy to whatever information they deem necessary. What happened to trust? If you need full disclosure in order to take a recommendation from someone you choose to follow, maybe you shouldn’t be seeking out what they have to say.