Posts Tagged blogging

Do influencers deserve to be paid?

Posted by on Wednesday, 17 July, 2013

IMG_0562Today’s blog post came about from a post which my friend Chris Lavender pointed out to me via twitter earlier today. In that article the author, Danny Brown, lays out his argument for why influencers should get paid for a brand’s use of their influence. He goes on to detail how a brand can ensure they are getting their money’s worth by using a tool/service called InNetwork to filter your audience to the core, right influencers for the brand’s goals.

The meta-headache I get from talking about blogging as an influencer and getting paid for it while hocking a brand’s tool/service notwithstanding, I actually agree with Danny Brown: influencers who actively promote your product by your request should indeed be compensated for their time and effort for all the reasons he lists. But, do influencers working on their own ‘deserve’ to be compensated or rewarded? No. Full stop. Would it be nice to reward an influencer for posting something about your product or service? Absolutely, but they don’t deserve to be compensated for something you’d not requested.

I’ve been lucky enough to have taken the easy route on this topic, though. Neither this blog nor the 3DrunkenCelts.com blog have ever been approached to publish any promoted post of any sort, so the ethical question about hocking for someone else has never been directly tested. The closest I’ve come is to receiving a Klout perk after which I wrote and published this post, and I also a flask from Angel’s Envy Bourbon as a thank you for a review I published long prior in that same year. A nice gesture to be sure, but nothing I “deserved”.

Now, call it paid or rewarded, I wouldn’t mind seeing influencers reap some benefit from their effort…. but I don’t believe they can do so without consequence. Any influential blogger or internet star runs the very likely risk of being seen as a shill and losing the trust of their audience if they were to take compensation in exchange for a promoted post or other marketing focused mention. As Danny notes in his article, trust is far more difficult to regain once lost, and is that loss worth the gains you’ll see from a simple promoted post? I doubt it.

So, go ahead and find those influencers, even go as far as to filter down to the right ones for your brand and see if any of them have been blogging about you. If you find them and you like what they’ve been saying, go ahead and send them a thank you of some sort, but don’t expect them to immediately turn around and begin shilling for you because you rewarded their prior efforts and compensating for future efforts is not something to be taken lightly.

Social media- The invisible cost of ownership

Posted by on Wednesday, 26 September, 2012

Social networks and social tools have done wonders for our ability to share information quickly and easily, to the point of revolutionizing traditional media, as well as governments and society at large. I can wax philosophic about all the wonders and benefits social media brings to the world now, but I’d rather chat for a moment about the side of social media we don’t often consider; the true cost of ownership of online accounts.

While it is amazingly easy to create new accounts in social spaces, rarely is consideration given to what it really takes to be successful, especially from a social business perspective: time.

I’ve seen many a person start a new blog or Facebook page with intent to promote their business, only to abandon it months later once the shine wore off and the realization that maintaining these pages takes time and actual work. This is even far more common in personal blogging; and while the items below are also relevant for individuals blogging for fun, I’ll be focusing on this from the social business aspect:

First and foremost, before creating an account with any intent on using it for social business, stop and consider the time and effort you will be able to put in to maintaining that space and driving it to success. If, after this consideration, it all seems like too much to handle, then perhaps an individual blog or account isn’t the right way to go. Instead, look for a community, group blog, or page that might be better served by the time you can spend.

Here’s some quick ideas specific to blogging to help you see what level of effort it may actually take to show value:

  • Set aside a few hours to build your blog’s site with some customizations to help you stand out. (If you use a WordPress self hosted blog like I do, set aside 30 minutes per month for maintenance.)
  • For every blog post you publish, expect to schedule at least an hour to write it (more if you take a journalistic approach of fact checking and validating), another 30 minutes to promote it, and yet another 30 minutes to respond to any comments.
  • Build a pipeline of content to keep 4 or so posts ahead of yourself, and set a schedule for when you post. This reduces the probability that you’ll abandon the blog because “I’ll just post tomorrow” and also helps build your audience’s expectation for when to see a new post from you.
  • Consider posting at least once per week to retain your audience, fewer than that and they may forget about you. Frequency is critical. Most successful blogs post at least weekly if not daily.
  • Don’t forget to include the time it will take you to find the perfect image to make your post visually interesting and therefore more likely to be read. Sometimes this takes me 5 minutes, sometimes I spend a whole day, on and off, looking for just the right picture.
  • Make sure you prioritize time to respond to comments. Yes, I’ve said it twice in these bullets. It is just that important. Ignoring comments or actively avoiding them is one of the quickest ways to turn readers away from your blog. Take the time to reply to commenters wherever those comments may be posted. If you use twitter to promote your blog and you get a comment there, reply to that person via twitter. Facebook? Same story. Meet the conversation where it is happening.

While the numbers presented are VERY flexible, they are only a good starting point to understanding how much effort it will take to maintain your blog. All in all, a weekly post to your own blog could be expected to see a 2.5 hour commitment at a very basic, general level.

Of course all this is fine if you just want to maintain your blog. I’m guessing, however, that you may actually want to grow your readership… Then tack on an extra half-hour per post to comment on other relevant blogs and build your network of readers through building your own digital eminence. Just remember that social isn’t about constantly pushing your own messages, but engaging with others around their content. All of this works towards that larger ideal of open knowledge sharing and helping ourselves grow by helping others grow.

You can start to see how blogging may first appear as a simple, easy thing to do, can quickly become a burdensome and daunting entity to tackle if you were expecting wide success from only 30 minutes a week. Successful blogging is hard work. I should know. I run three blogs and multiple other social accounts. Of those, only one could be considered even mildly successful, and that’s the one for my full-time job; the one I put the most effort into. The more prepared you are at the start, the better off you will be in the long run to maintain the level of effort needed to run a successful blog or social business account.

A lot of the same concepts and effort above can also be applied directly to social channels like Twitter, Facebook, or GooglePlus. After all, every network is a living thing and requires care and feeding to stay vibrant. The moment other priorities take over and you don’t carve out the time to nurture your networks, those spaces will slowly stop providing the value you once saw when you did have the time.

Likewise, if you don’t have time to handle replies, comments, or mentions, you probably shouldn’t post in the first place. If you are going to use social spaces, and especially if you are doing so to build your personal brand or your company’s revenue, then you must make the time to engage with your network. At the very least address the reactions to any of your posts or comments appropriately.

Ownership of social accounts or blog spaces does not end once you press “publish”; that, in fact, is really where the work and the true cost of ownership begins. Take the time upfront to make sure you can devote the time on the back-end to be successful.

I need to blog, but I have nothing to say…

Posted by on Thursday, 17 March, 2011

And no pictures to post this time either. For shame. While I could go on about how work has monopolized my energies these past few weeks, that is only a partial truth. All be told, my muse just isn’t here right now. But I am hopeful. There is light on the horizon.
Whiskies of the World is upon us! Next week I’ll be in flight to my yearly pilgrimage to San Francisco to attend the annual Whiskies of the World expo and sample some of the new drams coming out of my favourite distilleries, as well as learn some more about craft distilling this year in one of the additional classes being presented. I’ve not yet decided if I want to bring my new camera along, as I’m not sure I want that extra concern in the environment, though it would help me document each of the drams I taste and take notes on. We’ll see. I expect a lengthy report to come of this year, just as years past, so look forward to another chapter of “The Gospels according to Seamus” to hit the 3DC website in the week or two after the grand tasting.
I have other things I need to get done as well, like finish my hand crank phone conversion and blog about it, but that’s stalled out for the time being while other priorities take precedence. I also have grand plans to write more, which will hopefully come to fruition as spring descends upon us. I’m fully engulfed by the motorcycle road trip itch again, so likely that will lend to some fun travel blogs as well in the coming months. Just gotta figure out where to go 😉