by Victoria Shaw, Vice President, Integrated PRIt’s probably been a few years since you first heard the word ‘blog’ and thought to yourself, “what an interesting idea!” And even if you read blogs on a regular basis you’ve probably seen their coverage diminish in favor of things like the latest Twitter phenom or the newest viral video. Yes, the media honeymoon with blogs is over. But don’t let the lack of headlines fool you: blogs matter more than ever and companies who engage with bloggers reap the benefits!
So, why do blogs matter?
• Bloggers are mainstream media
The lines have been inextricably blurred and what were once fringe voices are now the norm. Over 95% of the top 100 US newspapers have reporter blogs, and large media outlets like Huffington Post, TMZ and Consumerist are still considered blogs.
• Bloggers represent the interests of varied consumer groups
It isn’t just techies or mommies blogging now;, it is also dads talking about work-life balance, Latinos on politics, and foodies discussing coupons. For every topic, group, lifestyle and life stage there are numerous blogs dedicated to covering and musing upon the topics that matter the most.
• Bloggers are accessible
Bloggers have a constant need for content and a surprising willingness to engage with brands and their representatives. In fact, 90% of bloggers in Technorati’s 2008 State of the Blogosphere survey said they post about the brands, music, movies and books that they love (or hate).
My team has the pleasure of regularly engaging with bloggers on behalf of our clients and from the biggest to the smallest blogs one thing is true: they are all dedicated to sharing the most resonant information with their readers in the most genuine way. What we’ve learned over the years is this blogger passion can translate into major impact for a brand. When we reach out and encourage dialogue with a blogger, what often emerges is a vocal advocate, a brand ally or a thoughtful opinion. And brands who open the line of communication benefit by bringing another trusted voice into the conversation with consumers.
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