Blogs are sprouting up like mushrooms. With a few clicks, anyone can open their own online diary at wordpress.org or blogger.com and write down their views there. Especially popular are the so-called fashion and lifestyle blogs. Here is shown what is currently fashion and if the blogger, blogger has taken place, it lands in the front row in front of the catwalk of Milan Fashion Week. But what makes bloggers so powerful?

Who are bloggers?

Bloggers are by no means technology freaks anymore who live primarily on chips and energy drinks. Content management systems like WordPress make it possible for even the housewife with 4 kids to publicly post her soul strip on the web and crave followers, likes and comments like a junky on withdrawal. The more, the better. From the new spring collection, kindly sponsored by the big fashion chain, to the decoration in the bedroom, these pages, also mockingly dubbed toilet walls of the Internet, write about everything that comes to Mammi’s mind. I am by no means an exception. I am also part of this blogosphere and post almost daily from my surreal egg carton schaemicon.de.

What makes blogs so interesting?

On a blog, the girl next door or the buddy from the pub across the street writes. These self-proclaimed citizen journalists have the nimbus of independence. The contributions written in the first-person perspective seem self-sufficient and honest. It seems that no one here is writing on behalf of any company or interest group. It is precisely this unvarnished, far from any commercial interests that makes blogs so interesting for readers. Readers are rarely interested in whether the articles on a blog are sloppily researched or simply wrong. Even if the contributions are obviously more advertising than soul strip, there is usually no outcry from the readership. On the contrary, people still thank us in the comments for the great tips.

As an entrepreneur, should I start a blog?

I take a very critical view of corporate blogs. In the age of social media, companies need to maintain a dialog with their customers. But honestly, do we believe that a corporate blog informs independently and openly? And even when a blogger switches sides and writes his column for the online edition of a print medium, he loses some of his impartiality. Clearly, I feel the same way here. I do not just write down my articles off the cuff. And that is exactly what the reader senses. News, FAQs, guides or manuals are for me the better terms here than the buzzword blog of all things.

What companies can do in any case, to secure the favor of bloggers. What blogger doesn’t long for that exclusive story for their blog or is happy to receive a free product to test. In any case, the contact should not be clumsy. Bloggers are sensitive contemporaries.

And here I am again on the subject. Bloggers are opinion leaders. Their views carry weight in the online community. And this power is definitely already being used. Fashion and lifestyle bloggers who report exclusively from the fashion shows of the world or present the latest street style. Technology bloggers report on the latest hardware and write exclusive reviews and housewives do the same about their cosmetic products, which they receive free of charge. Especially for webshop operators, this offers excellent opportunities to market their own store and products to their target groups without it smelling like advertising.

On the other hand, bloggers also have the power to get companies into serious trouble. One negative article and the wrong reaction to it and the most beautiful shitstorm is underway. If one already once does not come off so well, then it is called to keep calm and rather look for the contact with the author. Rash reactions can also backfire.

Bloggers have conquered the media landscape and it’s hard to imagine the World Wide Web without them. Those who manage to use these channels optimally for their company can reap considerable benefits. Opening your own blog on the company’s website involves considerable effort and whether it will pay off is anyone’s guess. And even I prefer to read from other bloggers than to look around in the blogs of companies – with one big exception…

This post was written by Michael Schäfer (schaemicon).
The content does not necessarily reflect the opinion of eBakery.

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