The internet is referred to as the “information superhighway”, a marketplace of ideas where anyone can access information and communicate. Blogging is the newest communication forum on the internet. A blog is defined as a weblog or webpage that essentially functions as an online diary or journal “with reflections, comments, and often hyperlinks provided by the writer” (Vincent, 2006) . Since 2004, an increasing number of individuals write or read blogs. In 2006, twelve million adults had created a blog and fifty-seven million had read them (Vincent, 2006) . With the growing phenomenon of blogging, entities are jumping on board and realizing the benefits of marketing potential, yet facing pitfalls.
Cyber-smearing is one of the pitfalls of blogging. It is defined as a “false” and disparaging rumor about a company, its management, or its stock that is posted on the internet (Vincent, 2006) . Cyber-smearing results from the lack of control of the internet. Bloggers have full discretion to post content opposed to entities, anonymously. When individuals anonymously cyber-smear an entity, they are referred to as “John Does”. As a result, it has become a struggle for entities to protect their image. Businesses have sparked defamation suits against John Does.
In the growing age of information technology, blogging is the newest form of communication. The benefits of blogging can be rewarding but the pitfalls can be dreadful. Individuals have to learn how to take the good with the ugly. Individuals risk criticism when they market or communicate information. When it comes to businesses, consumers have a right to know of false or misleading practices. If the information blogged about businesses is false, bloggers must face the repercussions.
References:
Vincent, C. (2006). Cybersmear II: Blogging and the Corporate Rematch Against John Doe . Delaware Journal of Corporate Law , 987-1009.
