When studying blogs, don't forget the comments

12/16/2008 | Advertising Age (tiered subscription model)

Marketers who try to seed word about new products by sending a few influential bloggers freebies miss the point, Craig Daitch writes. He examined a recent effort by Ford Motor Co. to market the crossover SUV Edge to a blogger by giving them the use of a car to test for a few days. He found that while the blog posts were generally positive, it was in the comments and trackbacks that consumers discussed their concerns about car buying.

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