I’ve never considered myself an expert on travel blogging. But I suppose my recent work experience contradicts that. I write stories about travel blogging, I’m invited to speak on the topic … and now, I’m being interviewed on travel and blogs.
The latest request came yesterday from Doug Luciani, an Orlando-based publicist. Doug moderates an online travel PR discussion group, and he wanted me to share my thoughts on travel blogging for a feature.
I’m publishing them on my blog with his permission.
Q: What role do you see blogs and bloggers playing not only today, but as we move forward?
A: Blogs are a small but growing part of the media landscape, as I’ve noted in a previous posting about blogging. I think their role will grow in the future, and quite possibly at the expense of traditional media.
In the past, I’ve used the analogy of bloggers as parasites and mainstream media as hosts. Is it possible that the parasites will one day kill the host? Perhaps.
Although the daily readerships of some political blogs now routinely exceed those of many newspapers, it is way too early to say that blogs are the next “big thing” in media.
In travel, blogging is a late bloomer. I have yet to find a travel blogger with a distinct and influential voice that approaches that of some of the political bloggers.
Some have suggested that for the last five years, the de-facto blogs have been moderated forums and discussion groups such as TripAdvisor or Flyertalk. But, these experts tell me, that is gradually changing as travel bloggers find their voice.
Q: What is the impact bloggers are having on traditional media?
A: Traditional media is fascinated — and terrified — by bloggers.
Reporters are envious of the freeform writing that bloggers are allowed to engage in (I admit, I’m one of them). And, although they claim they don’t pay attention to bloggers, they do. They obsessively run byline searches on Google’s blog search tool and Technorati to find out what bloggers are saying about them and their work.
At the same time, bloggers scare the living daylights out of traditional journalists. They’re afraid of being scooped on an important story (and rightfully so).
But more than that, they’re fearful of the influence that these writers wield on public opinion. What happens when a single blog posting can make or break a career — or even a company?
In travel blogging, the shift away from moderated forums toward blogs means that power is being concentrated on a few individuals. The ability to shape opinion no longer rests with frequent posters or the moderators that keep them in check, but with one person.
This could have serious implications on how travel journalists get their information. Rather than scanning moderated discussion groups for story ideas — a favorite practice of reporters from the lowliest trade publication to national TV — they will have to monitor travel blogs for their story ideas. Some already have.
Q: Obviously, the media is paying attention to bloggers, as exampled by the recent dustup between DailyKos.com and The New Republic regarding “Kosola”. And, I think it’s a fair statement that bloggers are making an impact in the world of politics. However, to what extent is the influence bloggers are having in other areas of life, such as travel?
A: That’s a good question. I shared a few of my thoughts in this recent posting.
There’s evidence that bloggers are flexing their muscles in the travel industry. They are being carefully monitored by companies, and in some specific cases, policies are being changed because of blog postings.
The bottom line for travel companies is: You can’t afford to ignore what’s being said about you in the blogosphere.
Q: One of the big concerns about dealing with some bloggers, especially those who are not also traditional journalists, is that they are not objective, they do not adhere to any journalistic ethics and may post information that is not factual, and unfairly attack a business. What advice would give to an entity being unfairly attacked by a blogger and how could they diffuse the situation?
A: That a completely valid concern. And it’s a situation I’ve faced myself.
Unfortunately, there are no rules in blogging. Want to post a rumor? Go for it. Character assassination? No problem. Badmouth a company? Have at it. There is very little that can be done about it, short of asking the blogger’s Internet service provider to pull the plug — or suing that person.
The best advice I can offer is to understand the rules of the game and to explain it to your client. In a news article, you have to be factual and fair. For example, in describing the weather, you might say: “The sky is blue according to meteorologists.”
In a commentary, you still have to be factual, but you’re entitled to your opinion: “The sky is blue and I don’t like it.”
In blogging, there are no such constraints. The sky is green.
Q: How can someone determine the credibility of a blogger?
A: There is no one way to determine that. But here are some indicators that the blogger you’re dealing with is “legit.”
1. How long has the blog been published? Anything less than six months is iffy.
2. Is the blogger out of the closet? Anonymous bloggers aren’t as credible as those who use their real names.
3. What’s the blogger’s professional background? The most engaging blogs come from people who know what they’re writing about.
4. Is the blog well-regarded by other bloggers? A high Alexa or Technorati ranking is usually — but not always — a good sign.
5. Does the blog look professional? Typographical errors, obscenities or cookie-cutter Web designs are evidence of trouble.
Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.
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