If you listen to conversations about online power — at least those supported by bloggers — strength centers on the individual voice. Yet, now that big money has arrived online, the solitary influential voice represents a role player in the Internet ecosystem.
Let’s use a metaphor to illustrate this point: Hollywood and its power structure of actors, directors and producers. Individual voices represent actors. Entities like budget-rich companies investing in online media, traditional media companies, publishing houses, and already successful individuals are the directors and producers.
This is not to demean individuals that have made a name for themselves online. Consistently excelling online as an influencer takes significant effort. There’s a reason why so many social media voices are obsessed with influence.
You can debate whether people garner attention or become noteworthy for achievements, but long-term success is not an accident. It’s the result of doing something right consistently over time.
Back to the metaphor… Everybody wants to work with the most successful actors (cough, stars [ugh]). We know this. Any blogger just needs to show you their in-box and the heaps of spam pitches they receive as proof points.