The document discusses the evolution of blogs and social media and how they have impacted communication between consumers and brands. It notes that while blogs started as personal journals, they grew rapidly in popularity and became a way for normal people and influencers to connect with audiences and potentially make money. However, many brands struggled to keep up with changing consumer behaviors and attention spans as social media platforms like Facebook and Twitter emerged. Now anyone can communicate directly with broad audiences without barriers like SEO or advertising costs. While some serious bloggers remain, many pursue the work only for money or status. Brands now try to navigate this new digital landscape with influencer marketing but often fail to understand consumers or pay influencers properly. The relationship between consumers and brands online