I have been blogging for nearly 8 months now and manage all my own social media accounts. I started managing the social media accounts of a new start-up company a few weeks ago. Having now been on both sides (the blogger and the brand), I have noticed some very interesting differences.
Interaction, reach out to Businesses
Being a blogger myself, I always love when brands interact with me or make contact with me. In the blogging world (especially the beauty blogging world), if you’re seen to be working with a brand or getting products sent to you from a brand, you’re seen as becoming a big blogger and ‘making it’. In the beauty blogging world, you’ll see lots of small bloggers desperate to start working with brands so that they can gain a larger following. So it came as a major shock when I found that not all bloggers interact with brands like I thought they did. I always thought it would make sense to get in with a start-up company as you’ll be put onto their database and you’d help each other grow. What I found was that a lot of people, don’t respond to a brand at all, even when it’s as simple as a tweet saying ‘Good morning, how is everyone today’. I never used to understand when P.Rs said ‘we’re always looking for bloggers to work with’, because I just kept thinking ‘but there’s thousands of bloggers that would jump at the chance to work with a brand’. I get it now. I completely understand where they’re coming from.
Be careful what you preach/tweet. Promoting and running my own blog is very different to running a start-up account.With my own blog I can tweet whatever I want without being too mindful of the effects. I can give my own personal opinion. I can take any political stance. I can pretty much do whatever I want on my own little space on the internet. However while working on a start-up, you have to be very careful. You always have to try to predict what way you’ll come across and what kind of a response you’ll get. You can’t give any kind of personal opinion, it’s all about the start-ups general view.
Building trust as a Blogger
Trust can be hard won. Trust is a major thing when it comes to building a relationship with customers and followers. I know from experience in the blogging world that a lot of bloggers often abuse the trust between them and their followers. They will get products sent to them along with a script of what to say and use that rather than give their actual opinion on the products. It’s always very easy to tell when a blogger is being paid or sponsored to say they like a product because it’ll appear in one blog post and never appear again. This understandably makes people not trust the blogger anymore. The same can be said for a brand.
As I said earlier, when someone is working for a brand or representing a brand, they can’t give their own opinion only the general brand opinion. This can sometimes make a brand less personal and untrustworthy. Of course a brand isn’t going to say anything negative about their own products so why should anyone trust that their products are actually really good. While working on a start-up that has genuinely amazing products, I realised how hard it is to get people to trust that it’s a great product because it’s a great product, not just because the brand wants to make money.
Building Relationships with Others
When you look around at some of the biggest brands in the worlds, they all have one thing in common, good relationships with customers. Building a good relationship takes a lot of time and effort and mainly comes down to good products, customer care and trust. I’ve noticed that it’s very difficult to create relationships with customers, when your products aren’t widely known! People are always wary and sceptical of new beauty brands and often don’t respond for a long time. Eventually the relationship with build over time naturally. However being a blogger, building relationships with followers is very easy or at least I find it very easy. You can give people your own opinions on matters, recommend lots of products from different brands, tell people what products don’t live up to the hype etc. People instantly trust you and are willing to build a relationship with you.
Want to know more about the life of a Blogger?
These are some of the big differences between being a blogger and being a brand that I’ve learned over the month. I expected certain areas like trust to be very different but I was shocked by the difference in interaction. If you have any questions feel free to ask in the comments. You can also follow me on Twitter or check out my blog.