Bloggers have a lot of power. Popular and well-respected bloggers have even more. Their blog could be reaching thousands of people every day, so what they say has a very far-reaching effect. No smart blogger is going to align themselves with a company that has a bad reputation, doesn't deliver on their promises, sells low-quality products or dismisses the concerns of their customers. Having that blogger on your side means you have their unspoken endorsement. It also means that you have a strong support network should online trolls start attacking your company. Having a community of industry leaders rally to your side is a great way to defend your online reputation.
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