Blogging and Citizen Journalism

Since starting my academic career into the world of journalism, I have learned a multitude of things. However, one lesson that I have learned over and over again, especially in my graduate courses, is the importance of blogs in relation to the vast and diverse world of journalism. In an article published by the Business Insider in 2010, a chart depicted that trust financial websites and blogs were more trustworthy to the general public than people who were financial planners, advisers, or even brokers. Even though the article was published a decade ago, those numbers have probably not shifted nearly as much as some may think. In fact, I believe that the numbers would be even more in favor for blogs and financial websites. If the study was performed in today’s society, I believe that social media might even have its own line on the chart due to the fact that social media is such an integral part of our everyday lives. One of the reasons I believe that blogs are trusted over brokers, or even financial planners or advisers, is because the people who write the blogs are perceived as looking out for their fellow citizen. Those who write blogs are may not have the educational back ground of a journalist working at CNN or MSNBC, but some would say that they are considered journalist. Their titled most used is that of Citizen journalist.

“Citizen journalism involves private individuals, who are normally the consumers of journalism, generating their own news content. Citizens collect, report, analyze, and disseminate news and information, just as professional journalists would, creating what is known as user-generated content.” (Source)

Citizen journalism is a huge part of today’s society, more so now than ever due to the fact that the general public has consistent availability to technology and the internet at the palm of their hands. Social media and citizen journalism go hand in hand. “Many citizens are the first to report on breaking stories, with eye-witness videos, first-hand accounts, and real-time information, all using social media”. (Source) Furthermore, another reason why people are more willing to trust the author of financial blog who has no formal education in the subject matter, over someone who have 4+ years of education and experience within the financial field, is that financial professionals, such as brokers, are all seen as only interested in helping their clients if they, themselves, get paid. Which, albeit, there is nothing wrong with getting paid to be a broker or anything else. However, there is a certain level of mistrust when it comes to hiring someone else and trusting them with your money.

The majority of people who invest in the stock market are not a part of the 1% or may not even be considered to be upper middle class. Sometimes, the people who are investing are investing a good chunk of their savings, or even their last little bit. Because of that, and the public perception that brokers and financial advisers sometimes take advantage of their less financially fortunate clients, people are more willing to put more of their trust in someone who writes a blog about investing in the stock market, than in someone who is a broker or financial adviser. The same situation can be applied to consumers buying a product from a certain brand. While the brand is advertising everywhere on social media, and maybe even some more popular blog sites, the majority of Americans are likely to trust their neighbor or friend’s recommendation on the product more than the brands advertising. It is becoming increasingly rare for a consumer to do a blind purchase without consulting anyone, or any website/bog, before purchasing an item. This is another place where social media has integrated into our every day lives. A lot of brands are starting to notice the weight that some, seemingly average people carry when it comes to influencing consumers on certain products. These people are more commonly known as social media influencers.

How do you know if someone on social media is an influencer? There are three main things that you need to be considered a social media influencer: Followers, Engagement, Reach. The number of people you can influence primarily rely on how many people have chosen to follow your social media accounts. These accounts are most commonly Facebook, Instagram, Twitter, and YouTube. The more followers you have across your social media platforms increases your influence to those followers. Blogs are another, more reputable, outlet for some influencers. A lot of influencers use blogs to tie all of their social media platforms together. Blogs give them a sort of “home-base” within the vast world that is the internet. It also provides influencers with another place to sell advertising to corporations of which they support.

 So, why do brands even care about social media influencers? Once you have gained a loyal and engaged fan base, brands might start looking into possibly using your social media feed for their products. Brands know that people are beginning to care less about their commercials and magazine ads. According to an article titled, "7 Must-Have Word-of-Mouth Marketing Strategies", by Ramona Sukjraj, "75% of people don't believe advertisements". However, she states the 92% of people "believe [a] brand recommendation from friends." (Source:) This is where social media influencers come into play. If your followers believe in you as a social media creator, and they feel engaged with your content, then they will start to feel as if you are not just another person, but a friend. They will believe and trust your recommendations for products, over a dramatize commercial they see on television. That is why brands will pay social media influencers to post ads for their products on their social media channels. This is called Influencer marketing.

These influencers, like those who publish strictly blog articles, all fall under the citizen journalism umbrella. Those who write blogs, or are social media influencers are almost immediately given a greater sense of trust by their readers due to the sheer fact that they are seen as just another citizen. Citizen journalism is, I believe, a much needed medium within the world of journalism. I believe that it plays an integral part of keeping professional journalist on their toes by reminding them that their readers don’t just blindly follow them as their one and only source of information. This doesn’t mean that professional journalist are to not be trusted, although there is a high level of mistrust among the american people and the media. I believe that citizen journalism, like social media influencers and bloggers, act as sort of a bridge over the mistrust that flows throughout America.