Kathie Melocco - Health Activism

Blog dedicated to Social Justice and Health and Wellbeing Activism

March 22, 2013

Bloggers - An Army Of Brand Advocates Or Not?

I guess I am known for being an over the horizon thinker. It's just what I do, quickly identify how to get a brand known, discussed and build a story that cascades throughout communities, changing the conversation. And it can happen quickly after a considered period of what I call environmental analysis. There is always a methodology to good story telling. 

Some brands 'get it quickly' others fall into the trap of dead brand walking,  thinking old world marketing styles will work in the digital era, where conversations are happening online and offline. 

Eventually these laggard marketers wake up and realise that the digital influencer and blogger can harness an army of brand advocates if they learn how to listen, engage and build the conversation. Traditional media and indeed traditional PR cannot build a conversation as fast as empowering digital conversations. 

At present, I am watching with interest one brand's leadership who was initially disruptive to their own marketing efforts prudent focus on an integrative digital path, suddenly see the light - oh how that makes me quietly smile!

However there are lessons to be had for all who are beginning to engage with bloggers and digital influencers. Understand that the blogger's real role: is to share opinion, not provide balanced reporting. 

We need to set aside that mindset and realize that writing a blog is not about interviewing sources, getting the facts, summarizing findings, and then writing a fair and balanced article. It's about a blogger sharing his or her opinion with the world. 

Fact checking should apply but there are countless examples of where it does not apply. Although the blog may not be objective, it may be widely read and accepted as fact. Companies must be aware that a disgruntled blogger can quickly do damage to their reputations. My advice to brands who have a disgruntled blogger aiming at them is to find a way to resolve matters. You may have to eat humble pie but in the long run the benefits that come from diffusing a situation that is simmering under the surface will only build your esteem as a brand champion.

As blogging becomes more common, it has an increasing impact on traditional journalism. News is shared more quickly and more widely than ever before. It will be interesting to see how the relationship between blogging and journalism continues to evolve. I will have more to say on a new development in this area on Monday.

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