AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
IndependentsNov 13, 2017
The PR Adviser: Are Bloggers Here to Stay?
Yes, says Lilian Raji, though her affirmative answer comes with a few caveats.
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers.
Hello My Readers!
This month’s question comes from the lovely Marina Paes de Barros with Brumani.
Q. What do you think of bloggers? Do you think they’re here to stay, or will they go away?
A. Fair warning: I’m going to be incredibly honest, as I wouldn’t be a good adviser otherwise. Tissues and kisses for anyone’s hurt feelings.
That caveat aside, let me first say there are some very good bloggers out there. They started blogging when I was still struggling with a former assistant’s insistence of texting me after I specifically told her email only. She’s no longer my assistant, but I’ve since embraced texting just as many PR professionals have embraced bloggers.
This column is not about the hard-working bloggers who’ve exchanged blood, sweat and tears for their success.
It’s about the bloggers who email me, declaring their 300,000 Twitter followers entitles them to receive free products. Unfortunately for them, I use a free service called Twitter Audit, which tells me what percentage of those followers are actually real.
So, to the blogger that emailed me demanding free jewelry in exchange for “exposure” to her 260,000 Twitter followers, the reason I didn’t get back to you, after I spent two hours laughing at your audacity, is because 82 percent of your Twitter followers are fake.
And herein lies my problem with most bloggers today.
This new crop of bloggers have disregarded the price of admission paid by reputable bloggers. Rather than blood-sweat-and-tear it to the top, they’ve paid companies to generate fake followers on their social media platforms. They then email PR people with their bulls and hits numbers and demand we give them the world in exchange for promoting our clients to what amounts to thin air!
Time for a story from the PR Adviser archives.
In 2012, I was hired by the makers of Elf on the Shelf to assist with their holiday PR campaign. To those who hate that elf: I’m sorry to have been part of the problem.
A blogger called me at the height of the campaign and spent 30 minutes telling me how her vast network of mommy bloggers would initiate the most incredible endorsement campaign this side of Oprah’s Favorite Things! All I had to do was give her 100 elf kits, at $45 apiece, for free.
I applauded her desire to contribute to the elf’s already immense popularity
but, unfortunately, we’d just delivered the last of our available elves to Anderson Cooper’s now-defunct talk show, “Anderson Live;” I had none left to give. I offered some elf accessories instead as an alternative.
Anyone want to venture a guess at her response? No, no, it was nothing like you’re thinking.
It was far worse.
She spent the next 10 minutes berating me, telling me how ungrateful I was, how her network was so huge that it would help an already-sold-out product sell more. I’d never had a conversation like this before, but I learned that should I ever enter a conversation like this again, I should simply hang up the phone.
Does this illustrate how I feel about bad bloggers?
Now, on to your next question: Are bloggers here to stay?
Well, yes, but it will be impossible for bad bloggers to continue their schadenfreude.
First, because I’m going to teach you how not to fall prey to their nonsense. And second, because the Federal Trade Commission has significantly upped their surveillance of blogger activity.
The FTC is a much longer discussion, so I’ll save that for a future column. Let’s talk now about how to approach blogger requests.
When a blogger contacts you with whatever fantasy they have, use Twitter Audit to audit their Twitter account. If the results yield more than 30 percent fake, pass.
Unfortunately, it’s impossible to have 0 percent fake followers as everyone with a Twitter account eventually gets followed by fake accounts. I have fake followers, even though Twitter has long abandoned updating my account and the number of followers I actually have has not increased since 2014. But that’s another story, and one of the many reasons I dislike Twitter.
If their Twitter audit numbers look good, go next to their YouTube, Facebook and Instagram pages.
You’re looking for engagement. This is the single most important thing that gives a blogger value--not the number of followers they have.
Engagement means people are responding to their posts. Are there conversations being had on their social profiles? If you see an Instagram account with 1.2 million followers, hundreds of likes, but no comments, you’re likely dealing with a faker. Save yourself time and move on.
Which brings us to another point--don’t dismiss the blogger with only 1,000 social media followers, and a 30 percent or less Twitter audit. This is a blogger most likely following the tried-and-true path of her successful predecessors. Check out her engagement levels, see if you like what she has to say and, if you do, find ways to work with her now before she becomes a star. She’ll be less expensive.
We’ve come to another end, my dear readers. Let me know what you think of bloggers. Do you think they’re here to stay? Do you have favorites that should be on everyone’s radar? Comment below!
Until next time, lovelies!
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
Anyone want to venture a guess at her response? No, no, it was nothing like you’re thinking.
It was far worse.
She spent the next 10 minutes berating me, telling me how ungrateful I was, how her network was so huge that it would help an already-sold-out product sell more. I’d never had a conversation like this before, but I learned that should I ever enter a conversation like this again, I should simply hang up the phone.
Does this illustrate how I feel about bad bloggers?
Now, on to your next question: Are bloggers here to stay?
Well, yes, but it will be impossible for bad bloggers to continue their schadenfreude.
First, because I’m going to teach you how not to fall prey to their nonsense. And second, because the Federal Trade Commission has significantly upped their surveillance of blogger activity.
The FTC is a much longer discussion, so I’ll save that for a future column. Let’s talk now about how to approach blogger requests.
When a blogger contacts you with whatever fantasy they have, use Twitter Audit to audit their Twitter account. If the results yield more than 30 percent fake, pass.
Unfortunately, it’s impossible to have 0 percent fake followers as everyone with a Twitter account eventually gets followed by fake accounts. I have fake followers, even though Twitter has long abandoned updating my account and the number of followers I actually have has not increased since 2014. But that’s another story, and one of the many reasons I dislike Twitter.
If their Twitter audit numbers look good, go next to their YouTube, Facebook and Instagram pages.
You’re looking for engagement. This is the single most important thing that gives a blogger value--not the number of followers they have.
Engagement means people are responding to their posts. Are there conversations being had on their social profiles? If you see an Instagram account with 1.2 million followers, hundreds of likes, but no comments, you’re likely dealing with a faker. Save yourself time and move on.
Which brings us to another point--don’t dismiss the blogger with only 1,000 social media followers, and a 30 percent or less Twitter audit. This is a blogger most likely following the tried-and-true path of her successful predecessors. Check out her engagement levels, see if you like what she has to say and, if you do, find ways to work with her now before she becomes a star. She’ll be less expensive.
We’ve come to another end, my dear readers. Let me know what you think of bloggers. Do you think they’re here to stay? Do you have favorites that should be on everyone’s radar? Comment below!
Until next time, lovelies!
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
More on Independents
The Latest
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
SurveysDec 03, 2025
A Record 202.9M Shoppers Turned Out Thanksgiving WeekendBlack Friday is still the most popular shopping day over the five-day holiday weekend, as per the National Retail Federation’s survey.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
