Blogging For Your Brand: Tumblr x W27 Panel
by Alexandra Rivera
It’s true what they say—you are what you blog.
A panel was hosted by W27 on March 19th, which focused on the topic of social media and how to effectively use it to market your brand. The six panelists: Valentine Uhovski, Tumblr’s fashion evangelist; Jimmy Lepore Hagan, social media strategist at Nanette Lepore; Lisa Salzer of jewelry brand Lulu Frost; Taisa Veras, digital manager at Giles & Brother and former W27 editor-in-chief; Arushi Kholsa, personal style blogger of Bohemian Like You and Rachel Schwartzmann, style blogger of The Style Line and Le Style Child, answered a variety of questions and offered their unique perspectives on blogging from all four corners of the fashion industry.
The Source for Inspiration
Tumblr is known for its collections of imagery, writing and art and is a key platform in communicating a brand’s personality in the digital age. As a platform for inspiration, bloggers can use Tumblr to share what inspires them with their viewers. As an image driven platform, Tumblr modernizes the traditions of blogging through works of art. It is the site’s artistic emphasis that makes the website attractive to personal bloggers as well as businesses across more than 100 million blogs. Tumblr also fosters a sense of collaboration and unification among users. Its “strong sense of community and stream of constant inspiration,” as fashion blogger Rachel Schwartzmann noted, “is what sets Tumblr apart.” It also allows for a blogger’s voice to shine through and be shared across the world.
Social Media as a Business Card
“Your blog is a business card,” said Lisa Salzer, Founder of Lulu Frost jewelry. It is the first way people see if you are worthy enough to somehow invest in. This is particularly true for Salzer, who has hired bloggers simply because she liked their blog. What matters most, she explains, is what the blog looks like and the basis of the content. Being insightful and offering a unique point of view are factors that will push your blog ahead in the eyes of an employer. The most important part of this “business card” aspect of online branding is showing the amount of work you can produce, and that you can do it quickly and consistently.
Utilizing Different Social Media Platforms
While Tumblr was the main focus of the panel discussion, each panelist recognized the importance creating a presence across all social media platforms. Each platform has an individual voice and personality. “For us, there is clear, organic Nanette voice for Facebook and Twitter, and Tumblr gets to be the cool guy voice,” said Jimmy Lepore Hagen, social media strategist for Nanette Lepore. The number of blogs continues to grow daily, so it is crucial to set your brand apart. Each platform has its own exclusive features for each brand. How you use these features to develop a voice can make a brand unique. “If you regurgitate the same information across all of your social media platforms than what’s a person’s incentive to follow you across those platforms?” noted FIT student and style blogger Arushi Khosla. “The key is developing different strategies and creating unique content that reflects your personality across each platform.”
The Future of Blogging
As social media continues to grow and our lives rely increasingly on the Internet, the nature of blogging continues to change. The only certainty is that digital media will continue to grow. The concept of individuals writing about things that are important to them and prompting people to share that information is what sets successful brands apart. “There will essentially be no print media in six or seven years,” said Valentine Uhovski, Tumblr’s fashion evangelist. While there is no way to know for sure, this opens the door for quality-driven, original content, which will be necessary to survive in the blogging industry in years to come. This exclusivity will drive the future of blogging. While the changes are unpredictable, blogging will undoubtedly continue its reign well into the foreseeable future.
**my spread was too large—half a page can you believe it?— to fit in the in a readable picture, but here is my story from W27’s May Issue!**