Bloggers

We're moving into an era where the line between companies and consumers is becoming more and more blurred. Social media sites like FB and Twitter allow companies to connect with the consumer quickly and on a familiar platform; review sites like Yelp and C-Net pit consumers against or with companies in order to keep companies on track with good business practices and good products; and of course, bloggers are able to reach the masses and over time become trusted resources for news and reviews.

Bloggers are all the rage lately. Anyone can have a blog with an internet connection. You can blog about ANYTHING (hell, I even have a blog about cookies!). And lots of people love to talk — they just need listeners. There are varying degrees of bloggers, too; each topic will have a few bloggers that rise to the top due to their expertise on the subject, their social network and their ability to communicate to the masses. Bloggers are like middlemen between the consumer and/or customer and the company, but they're usually on the consumer / customers' side.

If people were cities on a map, bloggers with a following would be a big dot with bold names. It is for this reason exactly that in my time here I reach out to bloggers. Recently we sent out a bunch of stuff to women with children who we thought would be interested in the Lovin' Scoopful brand — a light gourmet ice cream brand with less fat and fewer calories and they donate to the Special Olympics — to have an ice cream party. They blogged about it (examples can be found here and here) of course, and the positive reviews helped. Some important things to keep in mind when you're looking to reach out to bloggers:

1. You obviously want bloggers with a big following. Sometimes you can see how many people they have reading their blogs by seeing how many fans or followers on Facebook or Twitter they have. Other sites like compete.com and quantcast.com give a good ballpark number for visits to these sites. Unfortunately, you can't use Compete or Quantcast for sites like blogname.wordpress.com or blogname.blogspot.com, but most blogs have their own domain names. If you're a smaller brand though, or don't already have a direct connection with the writer, you may not want to shoot too high and go for the most popular bloggers because they get free stuff every single day and your money will be wasted on sending things to bloggers who won't review your stuff.
2. Relevancy is really important. Serious bloggers won't write about something that doesn't fit their audience.
3. Pictures captivate an audience. It helps if the bloggers you choose normally post pictures. It also gives the audience a visual perspective rather than a text one.
4. Bloggers are usually unbiased, and will post honest reviews and opinions. Don't let this discourage you, though; even the best products have critics.

Ideally it's a win-win-win situation: the blogger gets free stuff and popularity, the company gets information out to a targeted audience with very little cost, and readers get helpful tips and news from a trusted resource. There are still skeptics out there who don't see the utility in blogging or the importance of these online journals; however, incorporating bloggers into your media plan might surprise you.

Tags: blogging, Lovin' Scoopful, social media