I’ve been impressed with a lot of the work GM has done. Even the European operation has transformed its newsroom into a social media newsroom, based loosely on the template Todd Defren released. One of the elements of GM’s social media newsroom is it’s “Blog Roll,” which direct readers to some of the more influential auto blogs.

I like the idea of an industry blogroll, even if it’s not on a blog. Still, organizations need to give some careful consideration to the independent content to which they link. That point was driven home by an article I read today in the Saskatoon Star Phoenix, which was available in the lounge of the Saskatoon Sheraton Cavalier where I’m staying while doing some work up here. (The fact that this story is original reporting in the Saskatoon Star Phoenix means it may not spread very far, but who knows?)

Here’s the gist of the story: The Saskatechewan Party had included on its website a link to a blog called smalldeadanimals.com, penned by local resident Kate McMillan, that had a track record of treating the party favorably. In fact, party members had referenced the blog in the legislature.

No more. Responding to the government cancelling funding for a project, McMillan posted items that were…well…less than flattering. One post suggested that residents “try not to vandalize every business still standing in your neighbourhood, try not selling your ass up and down the street in front of doors. Try parenting your sticky-fingered brats.”

The blog would not have received any attention if the party hadn’t already been holding it up as a model of support for its policies. Premier Brad Wall actually issued a statement saying the posts went “beyond the pale.” Wall had no choice, since a member of the opposition raised the party’s affinity for the blog.

Of course, GM Europe would not find itself in the same boat if one of the bloggers on its blogroll wrote something as “intolerant and unacceptable” as McMillan’s remarks were (at least, according to Wall). A blogroll just informs others of what you’re reading and don’t serve as an endorsement. Still, think twice before using a business blog or website to endorse a blog. You could find yourself backpedaling a week later.