Blogger Etiquette: How Much Can You Ask?
With the rise of blogger influencers, the way companies and bloggers work together continues to evolve. First, choose your bloggers carefully. According to Rebecca Levey, co-founder, KidzVuz Media, a company that specializes in mom blogger and kid influencer video reviews for top consumer brands, companies should avoid purchasing blogger lists. These are often outdated and not necessarily relevant to a specific industry or audience. Better to work with a company that really understands these communities and will take a personal approach when working with key influencers, she advises.
If you/your company has ever engaged a blogger, what were your expectations? Following are Levey’s tips to help in fostering positive and fruitful blogger relationships.
For Love or Money?
If you are financially compensating the blogger for the post it is definitely within the scope of the agreement to request one content change. That said, be realistic, reasonable and clearly stated in the contract. A few small changes in product facts will probably not take much time or effort. But, extensive changes will alter the authenticity of the post and can remove its personality – the reason why you enlisted the blogger in the first place.
What if the blogger receives your product and doesn’t care for it? Levey says that most professional bloggers who are being compensated for their work will let you know in advance. This way you – as the client- can decide to pull the plug, avoiding a lackluster or negative review. If a non-compensated blogger chooses to write a review for your product, in most cases they will focus on the items positive attributes – and omit its weaknesses, but this is discretionary and out of your control, unless you have a contract in place for an in-kind review.
When it comes to bringing an outsider to work with your company, full disclosure is a must.
According to the FTC, anyone who endorses your brand on social media through either a tweet, instagram pic, or even hashtag must show “conspicuously” that it is a paid endorsement. They advise on “material connections” which are connections that can affect the credibility that consumers give endorsements, to be clearly disclosed. Your company can tackle this by advising your bloggers to #Thanks(Brand) or #partner when posting any endorsements on social media.