Social Media Week has kicked off in New York City, and one of the panels that I attended was Social Media and Social Styling: Can the Next Rachel Zoe Be Found Online? Let me first cut to the chase and say that unequivocally the answer is YES, the next great stylist can be found online and most probably will be, according to the panelists I listened to. Laura Brown, Features/Special Projects Director, Harper’s Bazaar moderated the two hour event that included Kerry Diamond, VP of Public Relations & Communications, Lancome; Leandra Medine, blogger, The Man Repeller; Andrew Essex, CEO, Droga5; and Kristine Welker, Chief Revenue Office, Hearst Magazines Digital Media.
The point that was reiterated over and over is that consumers want to be part of a community and are interested in sharing and writing/reading reviews. It’s important for brands to focus on and expand upon this idea of participation and community. It’s also essential to remember, when working with blogs, that you were first attracted to the bloggers for their unique and individual voice. The worst thing a brand can do is try to change what the blogger wants to write about or try and change a blogger’s style. It is critical to keep in mind that, while people are becoming more invested in social media sites and blogs, real life is still driving the internet, not the other way around.