Fakeblogging Development at the Roosevelt
Eric Richardson
[Flickr]
DOWNTOWN LOS ANGELES — I guess it was inevitable, and, heck, it's probably been done elsewhere, but the Roosevelt Lofts' fake blog is just sad. Ed wrote about this over on View from a Loft and I just had to mention it here. Consider this breathless tone from the first posting:
As I cruise the hallways of the prestigious Milbank Real Estate offices located in close proximately to one of their newest developments, The Roosevelt Lofts located in the heart of Downtown Los Angeles, I can't help but feel like I want to share all of the inner secrets of construction, and permitting, and progress associated with the project. There is talk of cornshells and courtyard wall sconces, VIP services for buyers and doggie day-care specials. When can buyers enter the building to see the units? When can buyers enter into escrow? Will buyers enter into escrow site unseen? So many questions.
Well, here's one question that apparently wasn't asked: Is this really a good idea? Simple answer: no, it isn't.
Whoever thought this up in the marketing department really didn't know a lot about blogs. With exceptions, a reader is attracted to a blog because of the author's voice. That voice encompasses both authenticity and authority. The two are really tied up in each other -- authenticity helps establish authority.
A blog that's written in syrupy marketing speak by a fake persona establishes neither authenticity nor authority. There's heavy use of the first-person pronoun, but no identity. That's simply not going to cut it.
I'm sorry Roosevelt, but I'm going to have to call this attempt a bust.
Photo taken out in front of the Roosevelt back in January and discussed here.
fridayinla on June 07, 2007, at 06:56PM – #1
Yeah, the fake blog is lame and screams marketing agenda. Although, you have to give them credit for knowing who their market is. And there still might be a good idea in there somewhere, but it's poorly executed.
David Kennedy on June 07, 2007, at 07:00PM – #2
Hmm...where to start? How about a new feature on blogdowntown listing all the crap blogs to be avoided? Put that editorial authority to good use.
Benjamin Pezzillo on June 07, 2007, at 07:28PM – #3
Wow, that reeks. What's next, fake deeds?
It's very reminiscent of the early 20th century when novels and advertising attracted people to pack up and move to Southern California by train. Not everyone was happy when their expectations met reality.
I can just see the 'concept' meeting now -- if we build it, they will come.
michael on June 07, 2007, at 07:32PM – #4
Comeon guys... everyone has to make a living... ;)
As someone who works in the web marketing field I have to agree this was a poorly executed attempt at a "blogvertorial"
It would have been much better if they'd owned up to writing the blog themselves from the beginning and instead written the blog from the perspective of a developer in downtown la presenting the challenges, excitement, fears, and frustration of a project like the Roosevelt.
God knows with all of the commotion thats occurred at their building with the fires and all, they'd have plenty of material to write about...
They're only 2 posts into it... not too late to repent and start over!
Eric Richardson (@blogdowntown) on June 07, 2007, at 08:11PM – #5
michael: You're exactly right. There's nothing inherently wrong about them doing a blog. I'm sure there's a ton to write about in the process of converting that building, and I really wish they would have started doing that two years ago. I'd read it. This, not so much.
jim on June 07, 2007, at 10:32PM – #6
A blog that's written in syrupy marketing speak by a fake persona establishes neither authenticity nor authority.
seems to work okay for don.
(kidding!)
YL on June 07, 2007, at 11:28PM – #7
Roosevelt's marketing is really lacking in most areas. Even though they are constantly sending in these type of propaganda e-mails, when you try to contact them for an update, they wouldn't bother to pick up the phone or return calls or respond to e-mails. Many of their representatives are snotty and unprofessional. If they are serious with the business, they really should retrain their sales people.
kenarch on June 08, 2007, at 03:13AM – #8
Pandering stinks.
kenarch on June 08, 2007, at 03:14AM – #9
...and we are not amused...
The Roosevelt on June 08, 2007, at 03:50PM – #10
Gee. Who knew there was such a thing as a Fake Blog. I thought the entire premise of blogging was that anyone could write about anything and post it to the web for others to view (and comment), which is exactly what has happened here. It is my intention to blog about many of things happening at The Roosevelt in particular, and in Downtown L.A. in general as a means to keep an open flow of information to those who are interested. And yes, all of this fuss after only two posts? We have much more blogging to do with much more information to share. Welcome bloggers.
jim on June 08, 2007, at 06:12PM – #11
hey, the automated pay toilet started blogging, too!
downtown toilet on June 09, 2007, at 03:20PM – #12
I thought the entire premise of blogging was that anyone could write about anything and post it to the web for others to view (and comment), which is exactly what has happened here.
yes, the roosevelt, you're exactly right. and the comments agree that your blog stinks worse than the guy who just laid a humdinger of a deposit in me a few minutes ago.
The Roosevelt on June 09, 2007, at 05:18PM – #13
Stick around bloggers. Glad we got your attention. We're just starting out. Checking your posts. Lots more to follow. You'll get your juicy morsels in due time. We'll dish out facts you might like. We welcome the dialog.
NoHo Toilet on June 09, 2007, at 11:13PM – #14
Meeee toooo!!!!!!
downtown toilet on June 10, 2007, at 11:52AM – #15
dialogue
kenarch on June 11, 2007, at 03:24AM – #16
LOL... Toilets are suddenly the spelling police???
'dat's funny.
downtown toilet on June 11, 2007, at 11:07AM – #17
what can i say, i'm an educated toilet.
jss on October 03, 2007, at 02:04PM – #18
As the blog's url states clearly that it's a Roosevelt run blog, I don't think they've done anything wrong. I expect marketing on corporate owned site or blog. I don't think they've invaded the holy blogosphere under false pretenses. They spelled it out for us that the blog is to promote the building by the url alone, not to mention their logo front and center.