A new paradigm of communication is upon us. Thanks to the Internet, and after the great success of social networks, information is no longer the same. And we’re not talking about a change for the worse. Information has never been more important in the digital age.
Technology has played a key role in the accessing an information democracy.
And this is a great achievement for any country that wants to be considered civilized.
From politics to fashion, the reader can find the juiciest news on the web, and they are finally uncensored and unfiltered. Tailor-made for the reader. Cut to perfection based on their interests, budget, and tastes.
If at first process of communication is the transmission of a message from the source to the receiver (the latter often lacked the possibility to give feedback except through opinion polls), and if after the introduction of the Internet, this process has been transformed into a point-to-point communication, today we are talking about a completely new paradigm.
We talk of co-creation of news in free trade eco-information systems. Because point-to-point communication has demonstrated some flaws: the pressure of the press offices, the delivery of commercial messages in the context of pure information, the delivery of misleading advertising, the explosion of hundreds of fake and, last but not least, the pollution of thousands of flogs.
Though companies are willing to pay handsomely for so-called digital strategies agencies, much of their work, and many of their investments are likely to be in vain. This for two reasons: the network (defined as the web, but also as the connection between individuals) has a strength greater than the best digital strategies agency; but also because, as we’ve been arguing at Les Cahiers for a long time now, true digital strategies are done with content. Your readers will only follow you if you have something of real value to say. Not for your ability to get a lot of followers. And that’s not all: digital strategies are useless if they are not integrated into your business strategy, communication and offline sales.
Sites like Wikipedia, or online review sites for travel or restaurants (and even Les Cahiers, in our small way, because we publish a ranking that reviews fashion blogs) live in the daily torment of the press office or marketing that use more or less legitimate means to publish (when we’re not talking about obviously fake reviews, evidently written by them) commercial communications that relates to their customers. The risk of being subjected to such pressures is the loss of credibility and readers distancing themselves. The damage is done to the publishers, but it is the brand that looses value in the eyes of the reader.
On the Web reputation cannot be bought, it must be earned.
The work of the marketer (the press office or a digital strategies agency) is something that goes far beyond purchasing a post. It goes much further than writing up a fake review. It goes far beyond a transaction of comments for comments. It goes far beyond buying and selling ‘likes’.
The goal of a marketer should be to be able to count on true brand ambassadors of the brand. The work of the serious marketer is much more sophisticated and complex than what you might be led to believe in light of what we all do.
That is why the new communication paradigm shifts in the ecosystem. Because the environment in which we must move must be clear of any kind of pollution, credible publishers must supply the information. Reviews should be authoritative, independent, and objective, to have an added value. Those who believe that the Internet and information should remain free, choose to remove everything that is fake. The publisher or fashion blogger who decides to really embrace this new logic imposed by the Internet will opt for integrity; provide detailed, accurate, and useful information. Sharing, generosity, open-mindedness: these are all requirements for those who provide news on the Net, with complete understanding that the key to success in the information sector is beginning to rely more and more on the ability to create a domino effect that drives readers towards a value chain of sharing and networking, even from a horizontal perspective (including, for example, between blogs, that is why we talk about co-creation of news), rather than a value chain that is an end in itself.
Our project This is not a fake / This is not a flog is dedicated to all the bloggers who identify themselves as having this free spirit. To all bloggers who want to remain independent. To all bloggers who do not want to be a gagged by an agency. To all bloggers who are looking for partnerships with companies that do not devalue your work. To all bloggers who want to network, honestly, with intelligence.
The badge This is not a fake / This is not a flog is not a widget that you can download from the Internet. The editors will offer it free of charge, if required, only after carefully considering the blog. The blogger will have to share the same vision of blogging that we have just expressed.
For more information on how to get the Badge click here!