During my first eMarketing class, I learned about two types of influencers on the web: a hub influencer vs. a bridge influencer. While a hub influencer brings new ideas to the table, a bridge influencer fills in knowledge gaps between separate groups of people.

Image Source: Foodbabe.com

Recently, I stumbled on a bridge influencer: The Food Babe, otherwise known as Vani Hari. Well-known for her campaigns against large food corporations, she has gathered numerous supporters across North America who proclaim themselves as, “The Food Babe Army.” With her army, Hari has pressured General Mills to remove genetically modified ingredients from Cheerios, and Subway to remove a chemical used in making yoga mats from their bread. Presenting herself as the voice of the people, this social media juggernaut “investigates our food and holds companies accountable.”

I did noticed some of Hari’s findings (while completed with good intentions) can be exaggerated at times. In her most recent investigation of Starbucks’ Pumpkin Spice Latte, one of her findings was that the seasonal drink has “no real pumpkin!” (I don’t know about you guys, but I always thought it was called pumpkin “spice” for that reason? 🙂 ) It’s very neat to see how a blogger can take something fairly mundane, and make it go viral on social media. Additionally, this individual has so much influence on consumers that she can trigger wide-scale boycotts, and dilute a company’s otherwise long-established brand in an instant.

Some say Hari’s actions are those of a bully, but her supporters say she’s their saviour. The fact that bloggers today have consumers’ trust on their side, it seems like companies are either with the bloggers, or against them.