That Microsoft-AMD-Acer laptop fiasco
You can't have missed by now that the blogosphere is on fire over the initiative by Microsoft, AMD and Acer to send out laptops to bloggers. My take on it is that in principle, there's nothing wrong with the initiative. Some bloggers are very influential and since they'll write about what they do and what they have at hand, sending out material that helps them to do so is a good public relations exercise.Well, that's the theory. In practice however, the whole thing has backfired horribly on the companies in question and on the bloggers who received the laptops. Why? Mainly because Microsoft is one of those companies that can do nothing right in some people's eyes. It is fundamentally evil its opponents say, and therefore, the laptop giveaway amounts to bribery.
From what I can tell, there were no strings attached with the laptop. If you get one, you're free to write that it and the operating system it runs - Vista - sucks.
Even so, the suspicion will always be there that somehow you are obliged to say nice things about the companies in question, or not say negative things. Since there's a continual struggle to establish and retain credibility in any media, casting such aspersion hurts the bloggers.
Show up with an Acer Ferrari 5000 and you'll be tarred as a Microsoft Stooge, basically. It doesn't help that the laptop in question is very distinctive with a bold red design and carbon-fibre cover.
As one of the laptop recipients, Brandon LeBlanc puts it:
At this point - I’m using the non-response tactic for the issue. I screwed up, despite people coming and claiming I haven’t fessed up, I have. I’m moving on. I’m done with the topic. I’ve got more important things to blog about and think about at this time. At this point I don’t even want to look at the Ferrari. I put it back in its box. Folks are free to come here and voice their opinions and what-not but I will not be responding to anymore comments regarding my mistake.
...
I have no doubt that despite some of my readers “losing faith” in me, that this experience will do nothing but make me a better blogger. I have a better understanding of expectations of me as a blogger are and the specific “code of ethics” that many bloggers use.
Dan Warne of APC Mag goes further and says the whole thing "crosses the line" because "Microsoft isn't a computer company" (I would argue that it is, and it even makes hardware). While I don't think the laptop crosses the line as Warne says, I do agree with him that the stunt is a a PR disaster for everyone.
It's possible that the poostorm could've been avoided if the PR people in charge had taken a more cautious approach, and asked bloggers to sign up for the laptop, and not just sending it out. That way, the ground rules could've been established in advance, avoiding perhaps some of the present controversy.
In the grand scheme of things, the Microsoft/AMD/Acer campaign, allegedly orchestrated by PR giant Edelman, is actually rather innocuous. Compare it to this campaign by Pead PR (which happens to handle part of the Microsoft business in New Zealand, coincidentally enough) in which journalists could win a trip to New York if they inserted into a story the name of one of the agency's client's alcopops.
I don't know if anyone won a trip... or got fired for trying to insert the word into a story.
Update One thought occurred to me this morning: would there have been the same controversy if Apple had handed out Macbook Pros to bloggers? I doubt it.
Tag(s):
Other related posts:
Today’s incomprehensible Windows security warning
Today's strange Internet Explorer 8 error message
Microsoft takes the wind out of Windows 7's sails
Comment by Mitch Denny, on 29-DEC-2006 12:20
Hi Juha,
Long time reader :) I think most of the bloggers involved are just going to be returning to their regular blogging now - like always. We'll let the trolls rant and rave for a while now.
Comment by Does it really matter?, on 29-DEC-2006 19:37
If a tree falls in the woods and kills a mime, does anyone care?
Here's a troll's rant with two points you might want to consider if you actually did receive a free laptop...
1. Microsoft sucks for many reasons. Just because they glow boats over in Redmond doesn't mean that everything they do is rotten. I give Microshaft credit where credit is due and rotten eggs and tomatoes too. They can't win when they do something nice because there always has to be something bad behind it.
Sure they could have done something a little smarter than just sending the laptops out to the bloggers, but if they asked people to sign up, you'd suddenly see everyone with a 2-bit website or myspace account claiming to be a true blue blogger.
2. Some of the bloggers that received the laptops are really quick to slam Microsoft. See #1. Perhaps they should take some of the blame too... Just because they received the laptop free doesn't mean they have to keep it. They could have easily donated it to their local charity, local school, or here's a novel idea: Donate the laptop you received to someone that you meet that is interested in blogging... someone that doesn't have a blog of their own.
Try donating that laptop to someone that has the interest in writing and help them setup their first blog. Give them some pointers and show them some popular sites for tips on what to write and how to write it.
What did some of the bloggers do instead? They turned around and started to bitch because they got something free. You scum snorting pig lovers.... you don't deserve a free laptop. Give it to someone else that does.
Just because Microsoft has a horrible track record and often times does really stupid things doesn't mean they don't deserve the benefit of the doubt once in a while. If the laptops came with a piece of paper in there that said you had to write something nice about Microshaft, then I would say "String Microsoft up by their entrails!" But since you actually had to jump to your own conclusions and make assumptions about motives where there is no evidence or proof... then I say to you again: Donate that laptop to a kid, hobo, or better yet someone else that actually deserves to get into the middle of this blog concept. You don't have to tell them that it came from Microshaft. Let them guess or figure that out for themselves.
Now get back to blogging about stuff that might actually matter... arguing about what Microsoft might have meant by giving away free hardware is about as reliable as pissing in the wind.
Oooooh they gave away an Acer... big deal.
Comment by Naser, on 30-DEC-2006 02:50
I wouldn't mind getting a Acer Ferrari, even it comes bundled with all the crapware in the world.
On the other hand, I'm no where close to being a pro-blogger and my biggest score ever since I started blogging was to hit the digg frontpage twice with > 35,000 impressions every time...that's all. Any of the pro-bloggers can probably top that in an hour
Comment by OFFTHEWALLEYE, on 30-DEC-2006 07:00
Greetings to All !!
I will take it!
If you "Professional Bloggers" are too shy to use the Acer laptop that Microsoft gave to you, feel free to send it my way!
I am teaching myself the fine art of Blogging, as there are no mentorship programs available that I can find.
I have a five year old laptop, which is showing its age, and am financially unable to purchase a replacement. PLEASE feel free to get rid of your embarrassing gift!
De Colores and Happy New Year!
Comment by Jane Quatam, on 31-DEC-2006 18:25
If it's wrong for a lobbyist to buy a congressman lunch, it is wrong for Microsoft to give a blogger a laptop loaded with Microsoftware. Any time you accept something of value from someone, you are indebted to them. This is where the term sell-out comes from, you've been bought, hence you sold out.
To accrue veracity and trust you must work hard, but you can lose them with one stupid move. Look at Mel Gibson fer instance. Microsoft is not some tiny company that needs to be noticed, they are perfectly capable of buying scads of advertising.
That they chose to buy the writers rather than buy the ad, says scads about the scummy ethics of this company. Microsoft is a mediocre company that has had the luck of a company that sold its soul to Satan, and the marketing abilities of P.T. Barnum. They could sell sand to the Arabs, they've sold their piece of crap O/S to the world when, there were always better alternatives available.
Microsoft bought the code that they didn't own to fulfil a contract they had already signed knowing they did not have the software. They virtually stole DOS from Seattle Software, and made millions on it. Whether you view this as "business as usual" or a snapshot into the mind of the corporate criminal is a much a reflection on your morals as it is theirs.
It's wrong to bribe people and its wrong to accept bribes, even if someone calls it a "gift". How can you be independent if you are a prostitute being paid for your services by high tech toys?
Comment by Dennis, on 31-DEC-2006 19:36
I would not be surprised if the lappie has some malware that tracks the blogger's usage and secretly reporting back to the vole... sinister thought
Comment by tommy mordecai, on 31-DEC-2006 21:37
if the laptop is not required then i would be honoured and very appreciative if it were donated to me i have a great interest in windows vista how it will work out and i can then do a blog about how as an everyday person vista fits into their lives.
Comment by Smacky Mouse, on 1-JAN-2007 10:10
Jane, comparing bloggers to senators? Come on, that's facile at best. Senators are public servants, who accept a wage from the public and who are there - ostensibly - to protect the public.
Bloggers? Well, bloggers are a lot of things, but they're not senators. At no time do they take an oath promising not to take free gifts. They're not responsible for public safety.
Your analogy also falls apart in that you don't seem to get the difference between "gift" and "bribe". Do senators take gifts? I'm sure they get Christmas and birthday presents. What they are not allowed to do is take bribes.
Microsoft gave the bloggers a gift. Big whoop. Absolutely no pressure on them to write the party line, or say something pretty, or even to actually blog about the deal. Bloggers who accept the gift are free to rip MS a new one if they so wish.
Doesn't sound like a bribe to me.
And yes, if Apple had given free Macbook Pros to bloggers, everyone would be singing their praises.
Lets face it. Not everything Apple does is good, and not everything Microsoft does is evil. Sounds like a bunch of knee-jerk reactionaries getting all worked up over nothing.
Comment by Sal, on 3-JAN-2007 19:06
Unless the laptop is returned after the evaluation period, this is a bribe. The conflict of interest begins the minute you start using that laptop beyond its stated purpose. The company may even follow up with new "gifts" to bloggers with the most effective reviews. Those who didn't get one can scratch their heads over better reviews next time.
The ethically challenged, who need a conspicuous quid pro quo agreement with a black hatted villain curling his moustache, should watch the scene between Sam Elliot and Aaron Eckhart in "Thank You for Smoking" to learn how bribery works.
Comment by Laptop hq, on 30-MAY-2007 18:10
I guess my point is that laptops aren't actually that useful in the classroom and the money would be much better spent elsewhere.
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Comment by cokemaster, on 29-DEC-2006 10:52
Is that laptop picture supposed to be upside down? Just seems a bit strange.
In regard to labelling the laptop bribes - It just seems a popular thing to do if you're over at slashdot, a popular "news" site for trolls.