Connecting online advertisers with bloggers

I was recently introduced to a social media company with a novel mission: to create a network where companies and organizations desiring an online social media presence can offer paid opportunities to bloggers.

The company is called SocialSpark.

We’re familiar with the display ad and pay-per-click online advertising model. SocialSpark uses a model where companies offer money to bloggers for posting articles that meet certain criteria and SocialSpark takes a commission on the transaction.

As a public relations counselor who practices in the new technology space, I was intrigued by the idea, but I was concerned about transparency. I don’t think it would behoove either the company or blogger to post paid articles without disclosing it.

But I was relieved to read SocialSpark’s code of ethics, which includes a sponsorship recognition for the blog post. In fact, they claim their code of ethics is on a higher level than that of the Word of Mouth Marketing Association.

So, if you’re an altruist blogger and only want your ideas and information on your blog, this approach isn’t for you.

There are, however, nearly 100,000 bloggers currently signed up with SocialSpark, offering domain names and writing talents to interested advertisers.

Like I said, this is certainly a new, novel approach to online advertising. If you’re after building buzz among bloggers, and you can’t get it organically, this pay-for-play option is available. Also, using SocialSpark’s network connects you immediately to bloggers who meet your predetermined criteria for visitors and blog topic — you may develop relationships with bloggers you otherwise would never meet.

The advertisers set their own budgets, just like with pay-per-click campaigns. Companies may be willing to pay $5 or $50 for a blog post that includes specific links, keywords, etc. Advertisers can even limit the total amount per day or per campaign. And SocialSpark ensures that bloggers meet the predefined criteria before paying the blogger for the post.

With all this new technology comes new opportunity to bring people together and foster online communities that support real life communities while accomplishing marketing and business communication objectives.