- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthOracle CEO Larry Ellison Takes New Role: What Does It Really Mean?
Study Shows SMBs in 5 UK Industries are Ready to Take on Social Media MarketingIs Your Small Business Doing Content Marketing Wrong?5 Free and Effective Social Media Tools Perfect for Small BusinessesWhat's on Our Bookshelves? Great Reads for Small Business Owners and Entrepreneurs
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Blogs Vs. Big Media
Posted on March 18th 2013
When I think about digital marketing I automatically think of social media, SEO and email.
Blogging is still in the back of mind, but I never thought it had the potential to grow into a channel of its own. Bloggers today have the readership, following and trust built off their words and reputations that holds major potential for marketers. Why wouldn’t big corps target bloggers with mass followings to promote, review or even mention their product?
Blogs are one of the most trusted sources of information online when it comes down to a purchase decision. People trust blogs because of the established credibility, reputation, and the sense of human disclosure. This means that the viewer expects the writer to be a filter for the corporate noise while providing insight and guidance on what works best.
Once blogs get big enough they are often sponsored and riddled with advertisements and advertorials. When bloggers take corporate handouts it destroys the bond between reader and writer, it may as well call itself the Fox News Blog. Sadly, this happens more often than we think and it’s tarnishing the trustworthiness of blogs and big media.
The journalistic integrity is beginning to dangle by a thread as bloggers are becoming strong competition to larger media outlets. Nowadays everyone’s in a rat race frenzy for traffic, views, shares, and social engagement and this is where the fat fingered corps come in. But, readers don’t just want juicy stories they want writing with truth, relevance and genuine opinion.
While bloggers are growing towards a higher trust level, large media corps are spinning their tires with pop culture and main stream commotion. Blogs remain off the beaten path and serve a highly focused and segmented market. Focusing on a specific segment helps bloggers reach their defined market because they aren’t just spraying content in the hopes something sticks, they know what audience wants.
While the big News Sites are still the leading channel for trustworthiness, more and more people are beginning to pay attention to smaller media outlets. More people understand that big media sites are often inflated and censored and they are finding what they need with blogs. Also, blogs are the next best thing for influencing a purchase other than company and retail sites.
I can only predict that by the end of the year blogs will have moved up the trustworthiness ranking and News Sites will fall. What do you think?