TheBurg

34 | theburgnews.com | 11.19 S hantell Robertson always had influence. She went from being a police officer to working in the Pennsylvania Attorney General's office—she had the uniform and the badge. However, she decided to trade that in and try a different type of influence, one that required a lot more skirts. Before heading to her full-time job at the Pennsylvania Automotive Association in Harrisburg, Robertson gets up at 6 a.m. to work on her blog, "Get Your CHIC On," over a cup of coffee. She may be writing a blog post or uploading photos to her Instagram account. Later, during her lunch break, she might continue editing her post. And once Robertson leaves the office, she heads home to make calls with local businesses or drives to a photo shoot for a product she's endorsing. "It's like another full-time job," she said. "It's more than a hobby. It's a side hustle." Blogging took off in the early 2000s and has continued to evolve. Now, according to marketing site Izea, about half of people online read blogs. However, as trends shifted and audience preferences changed, many bloggers have turned to social media as their primary communication tool. Influencer marketing in the United States can be traced back to the 1920s with Coco Channel's influence on fashion and in the '80s with Michael Jordan's endorsement of Nike, reports Social Media Today. In 2010, bloggers and influencers got a new platform with the launch of Instagram. With celebrities like Kim Kardashian spearheading the trend on this platform, using social media to build or represent a brand became the norm. Now, with many people checking their social media multiple times a day, bloggers like Robertson have a way to reach a consistent audience locally. "Get Your CHIC On" is a lifestyle and fashion blog that Robertson describes as "feminine chic, yet classic and sophisticated." She posts content for more than 13,000 followers almost every day, whether it's on her blog or on Instagram as a story or static post. Robertson's content features fashion from local and national brands, as well as health and beauty products. While the photos may look effortless to some, she admitted that, for each picture posted, anywhere from 50 to 100 pictures didn't make the cut. Robertson explained that the income from her blog and Instagram posts is small, but she does occasionally make money from sponsored posts for companies such as Nordstrom, Athleta or Rent the Runway. For smaller local businesses, Robertson will participate in partnerships where she may receive a free meal or a discount code for her followers in exchange for posting a picture of their product. Contrary to many influencers, for Robertson, money is not the driving factor behind what she does. "I love the creative process of it," she said. "I love the relationship-building, and I love helping other women." Harrisburg influencers share what's good around the city. | bY mAddIe conLeY like FoR local Shantell Robertson. Photos by Marisa Kinney Photography.

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