Boulder-based BlogFrog, a provider of blogging communities that include bloggers sponsored by well-known brands and marketers, on Monday made a hat trick’s worth of announcements, including the opening of a New York office and expansion into the “social influencer” sector.
The New York office will be BlogFrog’s first remote office outside of its Boulder headquarters, where the firm plans to grow its 30-person employee base by 20 workers before the end of the year.
BlogFrog plans to run its channel sales program out of the East Coast office, which will house about four to five employees to start, said Holly Hamann, BlogFrog co-founder.
Separately, BlogFrog announced the launch of its Influencer Marketing platform, which allows for marketers and brands to connect with a network of 100,000-plus “social influencers,” the ability to create widget-like “hubs” from the content shared by bloggers and other readers, and also access to dashboards to monitor the effectiveness of campaigns.
“(Advertising) and brand influence is shifting over into the social marketing space,” Hamann said.
And as influencer marketing grows in size and scope, Hamann said BlogFrog remains astute about broader privacy concerns.
It comes down to transparency, she said, noting bloggers disclose their compensation from brands — such as Old Navy, Lego and Oreo — and that readers are made aware that their comments could be used by the respective brand for marketing purposes, she said.
Hamann said she also stresses the importance of brands not dictating the content of the blogs.
“Where you get the biggest engagement is if you let the bloggers be authentic; let them tell the story,” she said.
In a third announcement, BlogFrog officials said that Meredith Corp., the media company that runs publications such as Ladies’ Home Journal and Better Homes and Gardens, signed on as a customer of the local firm’s Influencer Marketing platform.