The Role of the Blogger
Posted by jeffreyuw
Rheingold discusses the role of the blogger and the power of participation in chapter three of “Net Smart: How to thrive online.” This chapter, along with our other readings, caused me to reflect on the role of a blogger and their ability to influence action through participation.
The Power of Connective Blogging and Being Human in Markets
Rheingold discusses how connective blogging creates communities where people can comment, think critically, and influence action by sharing like-minded information. In the Cluetrain Manifesto, Levine, Locke, Searls & Weinberger argue that “markets” (bloggers, etc.) are able to do this because they speak in a human voice. They also argue companies often fail at this because they try to convince others they are human with lip service.
Most companies blog about their product or service and expect consumers to engage with it. They fail because they do lip service – they contribute to a conversation in order for you to buy such product or service. While this works to a certain degree – it is not the most effective way to create and influence action because most readers know what these companies are doing. Companies can create discussion, cause others to think critically, and influence action by being human.
Being Human Means Being Educational
The Modest Man is a good example of a blogger being human. Brock, The Modest Man, focuses on helping short men “dress better and ultimately feel more confident.” People actively watch his online videos, leave comments on his blog, and seek him out for fashion advice. Brock is not only able to get users to actively engage with his blogs and videos, but he was able to influence a men’s clothing company to change their sizing options after posting a positive, but critical review of their service.
Brock was able to have this effect because he has a human voice – he doesn’t post YouTube videos and blogs because he is trying to influence his audience to buy a certain product or service. He is blogging because he genuinely wants to provide helpful, educational information for those who are interested. When your focus is being educational, versus trying to influence a user to buy a certain product, you are more likely to gain a user’s trust (which Brock has done). The information he provides is authentic, truthful, and human because he is honestly trying to help men dress better, regardless of the product or service.
Being Human Requires Being Authentic
The Modest Man is similar in many ways to the Chicken Whisperer. Joe Pulizzi, author of Content Marketing Inc., loves to use the Chicken Whisperer as an example of a blogger who has gathered a large audience by posting educational content about raising chickens. However, it’s not that he just posts educational content – he demonstrates authenticity through his content.
For instance – his website and branding is slightly boring looking, but it helps provide authenticity. There isn’t shout outs to other brands, he doesn’t look like a executive who is trying to take your money, and most of his call-to-actions link to content and not products. This looks like a blogging information source that someone could trust and share with other users. His blog is shared because users respect and trust the information he provides them.
Being Human Means Being Trustful
As a content marketer who works for companies, I often have a disadvantage because my content will automatically be seen as biased if I post anything about that subject matter on our corporate blog. One way I’ve remedied this is by creating third party microsites to publish and share information about a subject matter unbiasedly. For instance – my coworker and I created a microsite called realtimeapi.io that helps users build realtime APIs. All information we publish on this website is helpful for anyone who wants to build a realtime API and doesn’t focus on a single company or product. Whenever I create websites like this, I disclose that I work for a certain companies so users can trust and be cautious of the content. But websites like this also allow me to discuss a certain topic (like Realtime APIs) more generically and be more educational, and not force users to only look at my company’s product or services.
I believe connective blogging requires having a human voice. A human voice requires being educational, authentic, and being trustful. Companies typically fail at these three things because they only want to focus on their product and come off as biased. I believe companies must learn from connective blogger’s transparency and educational content to be truly successful in content marketing.
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