How influential are blogs and social media influencers

One of the chapters on The Manual of Blogging is on how blogs influence readers at large and how they particularly influence buyers, voters, employees and employers.
Excerpts:
Blogs have been exerting influence over individuals, society and organizations in different ways since their early days. In the last few years, the importance of blogs as the prime social media entities has gone down but they have become increasingly more mature in content and design. 
On the web, especially social media, traffic is often taken as a measure of one’s influence, but visitors do not necessarily visit a website/ social networking platform/ blog because they are influenced, nor do all visitors take a decision under the influence of the site they visit. On the other hand, when the message is powerful and the blog/ blogger has the required credibility, they have the potential to convince and encourage people to think and act in a certain way. 
As a web format, blogs are likely to be more effective than the traditional websites because of their updating and interactive character. Blogs are also likely to be more effective than social networking sites because blogs give the opportunity to bloggers to expand the topic well. Being interactive and also with unlimited scope to explain things in detail, blogs score over print media, television channels and posters/ hoardings in influencing opinion of readers. 
There are thousands of review blogs on which bloggers write about the quality of products and services. Though enormous amount of information on products is available on the web and it is available instantly through apps and search, some research is available in which blogs with good content in paying niches such as travel and fashion are found to have a definite influence on buying decisions of visitors and followers. 
On the web, the word ‘social media influencer’ has gained popularity in recent years. This term is used for describing people with large following on social media. Their claim is that since they have a huge herd following them, their word matters a lot when it comes to people buying a product or service. 
Numbers do count when they are genuine. Advertisers place their advertisements on social media entities of influencers and pay them well for endorsing a brand. 
blogging for social influence
In the peak days of blogging, a number of researches showed that blogs did influence political decisions of the public. After the new-age social media became popular, it – rather than the blogosphere – has become the fighting ground between supporters of different political opinions. The jury is out on whether messages on blogs and social networking and chat sites can influence people enough to change their political views and to vote for a particular party/ leader. In most cases, the noise on the social media seems to be based on people’s pre-conceived opinions. However, it can be safely deduced that well-written blogs would influence political thought at least to the extent newspaper articles, editorials and political advertisements do. 
A number of employing agencies have gone on record stating that they take inputs from the web entities of prospective employees, and blogs are an important input to assess a person’s personal traits and professional competence. Many professionally qualified people maintain blogs where they showcase their skills and achievements. Professional networking giant LinkedIn promotes blogging on its platform and many employers are known to look at these blogs in deciding a person’s suitability for a particular job/ assignment. Thus, blogs do influence career related decisions of both the employers and potential/ existing employees.

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