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A few days ago I wrote about Panasonic’s odd new weblog DefPerception, which attempts to engage video technology enthusiasts on high-definition video topics, especially Panasonic products in that field. This is a “character blog,” in which authorship is attributed to a fictional character: video geek “Tosh Bilowski.”

As I’ve said before, I’m not opposed to character blogs. Honestly so far I’ve only seen one done well: “Crabby Old Lady,” the occasional alter ego of blogger Ronni Bennett in Time Goes By. Still, I do think the concept can be effective and beneficial, and it could be used more widely – as long as it’s done with good motives, and with care.

…That said, I found Panasonic’s approach to publishing a character blog rather odd and suspicious, as well as highly counterproductive. In short, I think they tried to do a character blog for all the wrong reasons. Now, I am glad they tried blogging, and do I hope they try again. However, I think they would have been much better off with a real human blogger than this bland, banal “Tosh Bilowski” golem.

Anyway, today Jan Crittenden Livingston from Panasonic responded to me via e-mail. Here’s what she had to say – and here’s why her response indicates that Panasonic really has a great deal to learn about weblogs…

Today, Jan Crittenden Livingston of Panasonic sent me the following e-mail:

Hi Amy,

This Blog is a point of communication with a group of people within Panasonic Broadcast. It is unfortunate that you find the need to be contentious. From here it is a tool to communicate with customers that wish to learn about the AG-HVX200, DVCPRO HD and P2. This may not be your cup of tea, and that is fine, but think over the long haul it will be a very viable way of working with many customers that have questions about the camera, and its potential.

As far as who is Tosh, he is a voice and a connection to the right answers. Certainly you must realize that there are hundreds of questions that are asked about the HVX200 every day, and some answers are absolutely wrong, some are totally made up and others, well let’s just say, they must have been posted by our competitors.

So perhaps you can just give it a little grace as it is a start-up and it is something that has not been tried before by any large video company. Why not just let us give a shot before you just write us off.

Best regards,

Jan Crittenden Livingston
(E-mail given: toshbilowski@gmail.com)

…Also, a few days ago I tried to post a couple of comments to DefPerception inquiring about “Tosh Bilowski,” the fictional blogger. Not surprisingly, my comments were never approved for posting to that weblog – which is fine, I think every blogger should be free to set a an appropriate comment policy. But today, at about the same time I received the message I published above, I got a second note from Livingston regarding my attempts to raise questions through comments to DefPerception:

Hi Amy,

The reason we are not posting your commentary is because we do not have to. This is a site that is provided to learn about High Def, the HVX200 and P2. Since your questions have nothing to do with any of those subjects, nor do they contribute to the learning potential of the site, we have elected not to post your contribution.

If you wish to find the story about Tosh then you should navigate to the page about Tosh. It is still there. Please be aware that what matters here is that there is a direct link to Panasonic and to technical members of a team that can and will answer questions about the HVX, should Tosh not know the answer himself.

And as far as the money being spent, we will be patient and see if it is viable. We are hoping that it can turn into a nice site where people can come and learn about all things Hi Def. We do not have to run it like any Blog or Website that you have seen before, it will be run the way we choose to run it, and we will always chose to keep it to the positive side of its intention.

Best regards,
Jan Crittenden Livingston
(E-mail given: toshbilowski@gmail.com)

OK: With these messages, Livingston has given us an intriguing peek into the thinking that went into the Panasonic weblog. To boil it down, here are a few take-away lessons that other organizations or individuals can carry over into their own blogging practices:

1. You’re better off engaging in the public conversation than ignoring it or trying to do an end-run around it – especially when people question or criticize you publicly. In this case, Panasonic could have responded gracefully and positively with a DefPerception posting clarifying and justifying their character blog strategy. Or they could have published my comments to their existing posting and then responded in a comment thread on their blog. Or they could have commented to my weblog postings, or Dave Taylor’s, or Tris Hussey’s.
2. If you can’t tolerate criticism or blunt questions, don’t blog. If you publish a weblog that includes comments, people will logically assume that your goal is to be responsive – and not just about the easy or flattering stuff. If you disappoint that expectation, you’re going to look clueless at best, suspicious or haughty at worst. In most settings it’s self-defeating to attempt to control what is discussed about you or your organization. In the weblog realm, such attempts will almost certainly backfire, undermining your positive communication goals. So if you’re not truly willing or able to respond gracefully, constructively, and publicly in the face of criticism, don’t bother blogging at all. Really.
3. There is no grace period. I realize this is unfair, but it’s reality. If you’re just starting out with a new weblog, and if that weblog is publicly available, and especially if you’re actively promoting it, don’t expect anyone to cut you a break. Your missteps will be pointed out to you, in public, virtually as soon as you make them. I won’t kid you, that part of blogging can really suck. I’ve been hit in the face by difficult questions and criticism too. I know it hurts. But if you’re going to use a weblog to engage people and participate in the public conversation, that pain goes with the territory. Fortunately, weblogs also give you room to experiment with and evolve your views and approach. Organizations and individuals who are willing and able to admit and learn from their mistakes always end up looking much smarter and more credible.
4. In the public conversation, credibility DOES matter, especially if you’re blogging to establish credibility. In fact, as Livingston’s notes indicate, one reason why Panasonic started DefPerception was to provide credible information about HD technology, especially since they think misinformation is already making the rounds. That’s an admirable goal. But the question is: How credible can an artificial persona like “Tosh Bilowski” possibly be?
5. Character blogs need explanation and justification. I realize people will disagree with me on this point, but hear me out. If you’re using your weblog to participate in the public conversation (and publishing comments or indeed allowing any direct feedback form visitors indicates that intent), presenting a fictional character as the blog’s author will raise questions. People naturally will ask why you need the fiction. If you give them a good reason, demonstrate that your fictional character offers the audience more benefits than an actual human, that’s fine. However, it’s foolish to pretend that no one will wonder about it – just like if you used a sock puppet for your trade show booth presentation. Unless you’re shooting for the Sesame Street or gaming crowds, any level of theatrical device in conversation warrants justification.
6. People are aware of, and on the lookout for, the dark side of character blogging. In a nutshell, people will wonder why you don’t trust a real person to blog for you. That’s a very good and important question. Possible answers range from an obsession with total control over outgoing messages, to a corporate culture that makes authentic human communication difficult or dangerous, to an aversion for having any specific person held accountable for public statements, and more. None of it looks good. Plus, it all looks worse when the company behind the blog fails to make it crystal clear when the “blogger” is, in fact, a fictional character. This underlying sense of distrust, I think, is a big reason why character blogs are controversial. People will want to know who’s hiding behind that mask, and why. If you truly wish to engage them in public discourse, give them an honest and good answer.
7. If you want to engage people, don’t be boring. I think Dave Taylor nailed it: The biggest problem with DefPerception is that it’s sparse and dull. I wouldn’t be surprised if that’s the result of Panasonic being too obsessed with controlling the “Tosh” persona. A real human blogger probably would have no trouble thinking of interesting and relevant things to say – and Panasonic could edit and monitor anything that blogger might say prior to publication if they need total control over the final message. Dullness is the biggest reason why I think Panasonic is wasting whatever money they’re spending on DefPerception as it currently exists. This blog is walking into a competitive field, yet it’s both less compelling and less credible than the many active video-tech blogs and discussion forums already out there. Fortunately, Panasonic can correct that problem quickly and salvage their investment if they really want to.

So that’s enough on this topic for now.

…But on a side note, I did check up to see what Google and Technorati have to say about Jan Crittenden Livingston. Turns out that she has the title of Product Manager, DVCPRO, DVCPRO50, AG-DVX100. Panasonic Broadcast & TV Systems. Her actual e-mail address is: crittendenj@us.panasonic.com.

Livingston has commented on Panasonic-related threads in forums such as Creative Cow, DVinfo ,and DVX User. So she’s not new to the online aspects of the public conversation – which is good. Hopefully that kind of experience will eventually be used to enhance the quality, credibility, and effectiveness of Panasonic’s weblogging efforts.

(Read the previous installment in this unfolding story…)