Home | Social Media

Who has the power – blogs or brands?

Annie Wakefield
Digital Marketing Manager
24 August 2011

Over the last decade, bloggers have changed from just another opinion floating in the ether, to a respected community voice – and one that brands are keen to influence and utilise in their marketing strategies.

There have been a few examples of the views of a blogger going viral with the help of dedicated followers and other social networking platforms, a prominent favourite being Dave Carroll’s YouTube sensation ‘United Breaks Guitars’ about the baggage handlers of United Airlines.

Recently a less comic example has been doing the retweet rounds on Twitter from the blog Not Now Nancy, regaling a blogger’s frustration at the treatment she received at her local supermarket.

The post prompted webwide support, especially after the aforementioned supermarket responded to the allegations, mainly instigated through the power of Twitter. Klout shows her score analysis jumping from 62.29 to 75.21 the day after the post, highlighting the speed of which her message was shared throughout the socialsphere.

Her request for a retweet to spread the word was obliged by 100+ followers according to Twitter, but the blogger herself has stated that she received 23,000 retweets in fewer than 3 hours. Add to that 50,000 post views (according to Blogger) and it’s no wonder that the supermarket was eager to get back on her good side.

When a single blogger can grab the attention of an audience a brand would pay thousands to target through various campaigns, it is clear that the power shift between the consumer and the corporation is balanced on a knife edge…

LEAVE A COMMENT

IF YOU LIKED THIS POST, YOU MIGHT ALSO LIKE THESE:

Will Social Media Optimization be the new way to go?

By now many online marketers are wondering what SMO (Social Media Optimization) needs to conquer for...

Never trust a skinny chef. Or… You can’t work in digital if you only exist offline

Working in digital marketing is an exciting world. Not only do you get to work on a huge range of exciting...

Facebook vs OpenSocial = Storm in Teacup??

Following on from my post earlier this week, the debate over OpenSocial is still raging - but is it all...

The art of blogging…

It's a funny thing this world of blogging. Henry was saying the other day in the office that he was surprised...

Dear bloggers – if you want interaction, make it easy…

As somebody who spends a fair bit of time reading and research industry news for my job - as well as...

Grab This Widget