How important is the role of bloggers with regards to media promotion today? Some are in the opinion that a lot has happened since social media was introduced which paved the way for this role. It has been widely observed that bloggers are now actually foraying into traditional media territory, something that cannot be ignored especially if they choose to tap into their established strength in terms of audience reach and unassailable authority.
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So why should businesses and PR companies consider bloggers as media partners?There are many reasons but here are some of the more important.
Reach is not only about numbers. It is also about quality. Many media practitioners can claim an outstanding number as an audience but is the composition of that audience really the target market?
Reputable niche bloggers are in the enviable position of having a target audience, so much so that if a company that offers a related product or service chooses to tie up with them for promotional purposes, the chances of hitting the mark on a concentrated level is much higher. These are the bloggers that have successfully gained loyal followers mainly on the strength of the content they offer. They may not necessarily be famous in the common sense of the word, but famous they are in the world where they move. Eventually, word do get around for them to have enough credibility to have some claim to fame.
Let’s forget about bloggers who spew out press releases and paid promotions in rapid-fire fashion. Let us focus rather on bloggers who take the role of media partner seriously. These are the people who always impart something of themselves to the product or service they promote. They are aware that their word will be taken seriously by their audience and as such, they need to be very discerning of the ideas they present to their readers.
Herein lies the personal touch of bloggers. Regardless of whether they are compensated or not for their efforts, they make sure to present a product or service from their own perspective. This is quite effective if the blogger succeeds in “owning” the product or service, sending a clear message to their readers that this is something they actually believe in.
Blogging has indeed brought media promotion to a very personal level, something that will always be unique to each and every blogger. Are bloggers effective media partners? Apparently they are.