A brand blogger is one who has created a blog about a company or a product that he or she is passionate about. But why would someone do such a thing in the first place, even considering the fact that no pecuniary benefit can be achieved by doing such a thing? Because of the passion – and it is quiet enlightening (encouraging?) seeing the number of customers who are passionate about the brands they use, relate to.
For the brand – be it a large transnational or a local mom and pop outfit – a blog by a customer is often akin to the horns of a dilemma. What are they going to say next? Will they create and use the platform to rubbish the goods or services? Will a competitor use it as a springboard? Will it become the rallying point of the dissatisfied and the disgruntled? What if it becomes so big that it is mistaken as the company authorized vanguard? What is the fan’s voice competes and becomes louder than the brands voice?
Today, just about anybody can start a blog – with the possibility of unleashing all the attending negatives – from nuisance value to serious, long term damage. And corporates are increasingly faced with two choices in their wake – either ignore or engage. I would always go for the later action, not just because I’m a proactive communicator but also because brands can ignore followers, only at their own peril. Always remember, it is only a loyal customer who will take the pain of creating a blog about your brand and is five times more likely to talk positive than negative. Besides, a ready-made platform, where your products are recommended and endorsed by a third party will be much more potent as a tool of communication than your own shenanigans about your brand. You are dealing with brand advocates, my friend – their recommendations drive sales! Remember, he or she is like a prophet with thousands of dedicated followers – people who are swayed by the Messiah.
There are four things that companies should do when dealing with brand bloggers:
1. Recognize the Passion
Make sure you acknowledge and honour the passion of the blogger. These are extremely passionate people and rubbed the wrong way, have the potential of turning their nectar into hemlock. Yes, there will be the stubborn ones too – you have handled them in traditional media, you better handle them here in social media as well. The rules of engagement are the same as any seasoned corporate communicator will tell you.
2. Reach out and engage
They aren’t doing what they are doing for the love of the lucre. They are doing it for the love and if you reach out and communicate your gratitude, they will be sold forever. Seize the opportunity, engage. Even if they are highly critical, their honest, untutored testimonials will be priceless in establishing the above board image of your brand.
3. Read the comments
Don’t just restrict your engagement to the blogger. Read the comments. Not only are they live feeds from actual end users, but are also tales that are tell tale. By keeping abreast, you will be able to monitor things real time. Yes, there will be times when you will feel like joining in with a view to moderate things or to sway or influence opinion, but such moves must be executed with extreme caution.
04. Be Honest
You are the brand that you represent. Glib talking and false promises not only will rob you your credibility, but will actually be counter-productive in the long run. If you have committed a faux pas, own up, apologize and make amends. Do not make claims that you cannot substantiate. Be courteous, even on the face of criticism and be humble in your honesty. If you are transparent and above board, your salience will be refurbished, adding to the value of your brand, hit by post.
The Golden Rule of social media engagement? It hasn’t changed since the dawn of corporate communication – The consumer is not a moron. He is your wife!