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Review kit can be provided as a loan, long enough for a thorough review to be done, then picked up by the vendor. That goes a long way to ensuring a review is fair and unbiased, and the reviewer’s credibility can’t be called into question.

This is it! The rapture! I see the seven horsemen on the hill coming for us all! The blogosphere has been attacked by an evil of unimaginable proportions and we will all rot in our own feces for it.

…or this is nothing new. You choose.

Nice wrap up on the ideal approach versus what happened (as far as we know so far).

I think the lack of a unified messaging and full disclosure is what hampered this whole campaign. The inconsistent contact (some Edelman, some MSFT) and the differing messaging was a major mistake.

Perhaps the message and contact depended on what “tier” the bloggers were considered to be. But as bloggers love to write, this will quickly be found out.

The jealous bloggers who didn’t get a laptop and those that cry “pay-per-post bribery” will exist no matter what you do, especially when you’re Microsoft. Apple would be more immune from this.

As Marketing and PR agencies struggle to understand Social Media, there will be many stumbles. It is unfortunately that two of them have recently come from Edelman. But, it also means they are the ones pushing Social Media PR the loudest with major clients (MSFT and Walmart)