3rd May 2017
Eleanor Cropper from Grayling's team in Leeds, UK, reviews #BotGate and what it means for PR professionals looking to engage with bloggers.
Over Easter, the Twittersphere exploded in debate around #BotGate: a conversation relating to the idea of bloggers buying ‘fake’ followers and likes to enhance their popularity and appeal to PRs and brands. The question over whether they used Instagram ‘bots’ to artificially do this was under scrutiny and the conversation, for PRs, prompted a closer look at how we detect these individuals before choosing to engage with them.
Securing a third party, non-biased endorsement from a journalist has always been a driver for PR professionals: someone with ‘influence’ and a large, targeted audience, impartially choosing to give a client exposure is always the goal. Ultimately, the same principal applies to working with bloggers but the question over which bloggers to reach out to, has come under the spotlight once more following #BotGate: how do we select honest, hard-working, authentic bloggers from those who are artificially growing their ‘fan’ base?
In a bid to keep integrity at the heart of our profession, here are three thoughts that may help:
If #BotGate has taught us anything, it’s that the numbers can lie so a little research can go a really long way.
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