I’ve been giving some thought to why Microsoft’s attempt to reach out to bloggers, by sending them free Vista-loaded laptops, went horribly wrong.
I know that hindsight is 20/20, but as a business blogging consultant, here’s the five mistakes that I believe led to such a negative response from the blogosphere.
- Microsoft (and Edelman) was not clear in its message to bloggers. They sent out these fully-loaded, top of the line laptops to bloggers without being clear what exactly they expected from them. Did they want bloggers to review Vista? Were they expecting bloggers to disclose the gift? Would there be a follow-up from MSFT to learn flaws about Vista on laptops? The message was clearly too ambiguous as some bloggers shared news of the “gift” with their readers, while others didn’t.