According to academic references, brands must develop long-term relationships with bloggers in order to appear legitimate towards these new media players, as well as towards their fans and customers. Through the past economic circumstances, customers have become more critical of marketing ploys and brand communication. Communicated through a somewhat independant channel such as social media, brands may reestablish their legitimacy and trust, which is key for brand-consumer loyalty.
Providing the digital media with complete information, no strings attached, can ensure respect and instantaneous publicity.
Bloggers are at the forefront of digital and technological developments. Engagement, cooperation and mutual respect between brands, companies in general, and the social media, can equip both parties with an advantage, as key insights are shared and tested through a mutually beneficial platform.