According to AdAge the Huffington Post has started offering marketers the ability to inject their own paid comments among reader comments and place paid Tweets among the live Twitter feeds the site assembles around news subjects and events.

So while this is a content marketing strategy I must say it’s most likely going to backfire unless the tools allow for real time purchase cababilities. Without a tool such as this I just think this is going to be seen as interruptive marketing similar to email spam. This is the tricky part with social advertising you lose credibility in the message once you place a marketing message in the middle of a conversation that is taking place. Only if the conversation participants ask for information should you offer alternatives that include your marketing message. The only way I see it possible to do this is through some real-time monitoring broker for your web site. As far as I know few sites have the tools and resources to offer this. If the Huffinton Post has them then great, this may actually work. If not, this is going to be a real-life learning excerise to the new real-time response world that is evolving.