“Anti-marketing Bloggers” by Guilherme Sette
Unlike all the fame, luxury and prestige that many digital influencers have on social media, in their profiles, there are plenty of other bloggers who create virtual spaces for discussing topics, and these virtual spaces are also very important for members/followers, plus they influence the brand awareness in online environments.
Consumers get engaged in online communities because they are interested in a specific topic/subject and they wish to meet other people too. This means that in an online environment, customers/consumers seek for interaction with others, in order to get more ideas and solutions to their own problems and not just to buy a particular product or service.
For companies, blogs represent a media that allows connecting and interacting with customers. The concept of media is referred to a mean of communication characterised by the use of technical characteristics. Developed from the Web 2.0., the computer-mediated communication, rather than allowing individuals to communicate, it has increased the connection capacity, enabling the creation of networks and expression in such forums, as computer-mediated social networks. Communication is mediated mainly by the emergence of social networks and media, creating a dissemination tool to be exploited by brands and allowing users to disseminate information and exchange opinions.
Seen as a partner, a blogger is a contemporary communication strategy for organisations. Blogs are a tool of intimacy promotion, promoting lifestyles, consume and behaviours, turning bloggers into an object of interest for advertisement. On the other hand, companies enjoy the interaction between bloggers and consumers in order to promote their products and brands.
However, there are ordinary people creating online spaces of high importance to their followers and with influence on brands in these specific environments, people that are still “amateur” creators. They don’t receive any monetary aid or products, nor services from companies because of their blogs. They have other careers, their own jobs, and the community is just a hobby.
These bloggers create their online community due to a particular or collective need identified at a certain moment in time, and to help others with difficulties in certain situations.
In these online environments, communities make a huge difference in the lives of their followers, because of the support and knowledge that is transmitted to followers. They believe they can cause a positive and/or negative impact on the company’s images inside the online environment, depending on the subject matter.
The public opinion is a collective phenomenon that is a reality for the individual, plus it can be widely found on the internet, especially through blogs, environments that influence the status quo of organisations. Companies cannot ignore this phenomenon, as it can be used as a channel to undermine, consolidate, destroy or strengthen the organisational image. These ordinary people have a significant impact on consumers, and brands need to take part in these discussions, so they won’t miss them.
Guilherme Sette – Marketing Tutor
London School of Design and Marketing