Social media in the Caribbean - a focus on blogging

The Caribbean blogosphere
Perspectives on social, political, economic and business issues and real-life experiences populate Caribbean blogs. Type the name of a company in a search engine such as Google, especially at the height of a crisis, major news story or complaints about customer service or corporate responsibility. Don’t be surprised if a blog appears at the top of the search list before your corporate website or a media house’s website. Such is the power of blogging and its potential to impact the local and international corporate image and reputation of Caribbean companies.

Nationals living in the Caribbean, as well as those who live abroad, contribute to the blog landscape. However, bloggers are definitely not in the majority in their various countries. Bloggers hail from countries such as Anguilla, Aruba, Barbados, Bahamas, Belize, Bermuda, British Virgin Islands, Cayman Islands, Cuba, Dominica, Dominican Republic, Grenada, Guyana, Haiti, Jamaica, Netherland Antilles, Puerto Rico, St. Lucia, St. Vincent and the Grenadines, and Trinidad and Tobago. Typically of the educated, middle class, bloggers provide a glimpse into the real lives and perspectives of Caribbean people. Bit by bit, these blogs strip the stereotype that we frequently sip on coconuts while basking in the hot sun, strolling along the beach, wearing Hawaiian, print shirts. Blogs also provide insight to a country’s circumstances through the eyes of a citizen.

Democratising data
Basically, a blog is a website. Hosts such as Blogger and WordPress make blogs free and easy to create, even for those with limited, technical knowledge. Anyone with access to a computer and an e-mail address can set up an account and become a blogger, all within three minutes, if so much. Therefore, blogging presents the opportunity for persons with scarce, financial and technical resources to create a significant, online presence.

Worldwide, blogs have impacted politics, journalism, and business, and have given millions of people an uncensored channel of communication to express their views and connect with others. Clearly, blogging is a useful medium of expression for Caribbean voices. It also signals Caribbean people’s growing interest in technology, even though those who are interested may be in the minority.

Despite the potential blogging has for far-reaching, inclusive, cheaper communication, Caribbean businesses’ and people’s partial understanding of the uses of the Internet restrict that potential. The majority of Caribbean communities, especially those of lower income brackets, are not using the Internet optimally. One can also argue that businesses are hesitant to enter the blogosphere since open, honest communication is expected. Bloggers expect answers to questions, and real, two-way communication, not just spin. Noted Jamaican writer, Geoffrey Philp argues that blogging “challenges the elitism that pervades the Caribbean and is a great experiment in the democratisation of data”. According to Philp, blogging provides the kind of freedom that many gatekeepers – who want to control the flow of information throughout the Caribbean – detest and shun.

Social media creates an environment where corporate entities no longer have control or power. It’s a level playing field for them and their audiences.

It’s time to pay attention
For persons outside of the region who are attempting to connect with Caribbean voices, bloggers are easily accessible and have become credible information sources. Blogging gives the average Joe or Jane the opportunity to move from obscurity to limelight. For example, in November 2006, Reuters held an international event, “Social responsibility: Whose business is it?”, and featured bloggers’ views on corporate social responsibility, including those of four, Trinidadian bloggers.

Sometimes blogs break a news story before traditional media, who then use the stories as leads. In Barbados, the Barbados Free Press Blog has emerged as a bonafide media source with monthly statistics of 100,000 visitors, and it is mentioned by print and radio journalists in articles and broadcasts. It has become a go-to source for events in Barbados, business or political. Its readers include the Prime Minister of Barbados, Members of Government and Opposition politicians. The ruling Barbados Labour Party (BLP) has also credited Barbados Free Press, as being the catalyst for the start of its blog, www.labourparty.wordpress.com, which engages stakeholders’ positive and negative views.

In Guyana, the Guyana Media Critic blog has measurably impacted the local media by creating a focus on quality reporting and prompting media houses to raise their journalistic standards. It has become a must read for media circles. Therefore, in some countries, instead of the mainstream media setting the issues agenda, blogs – although small in number – are now influencing the media, who then influence the public, who impact corporate image.

While companies, CEOs and other executives in the UK, Europe and the USA have blogs, this is not the case in the Caribbean. Executives may argue that they’re too busy for blogging or that there aren’t enough stakeholders online. Maybe. However, if we’re to consider the expansion of communications in the Caribbean, the international presence blogs give, and the fact that many young people are becoming more technology-savvy, are going online, and are willing to have online conversations, then this is a medium that cannot be ignored.

Public relations and marketing practitioners must also remember that bloggers are opinion formers and leaders. Blogging is a driver of word of mouth referral, an important component in brand and sales success. For product or service providers, a poor review online can reach someone’s inbox, and become a forward, culminating in an effective, negative, viral marketing campaign. Perhaps it can even turn off a possible investor.

Middle class people with buying power are the ones who access the Internet the most. Their opinions will not be informed by traditional print, radio or TV media only. Social media will also influence them. They’ll be considering what is being said, especially as it’s seen as uncensored reporting. If you really want to know what people are saying about you, a company or a country, it’s easy to find out. Get online.