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In an age of viral content, true dog experts must reclaim influence by sharing knowledge and promoting preservation breeders online.
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When we think of the people who have had the greatest influence on our lives, we’re likely to consider many of our closest relationships. Parents and grandparents, friends and siblings, and spouses and partners will certainly come to mind, but so too will teachers, coaches, clergy, and breeder-mentors. The influence of these people, both positive and negative, cannot be underestimated. Their impact, however, is increasingly challenged by the fast-talking folks we engage with online each and every day—social media influencers.
In today’s virtual landscape, influencers can quickly override the impact of family and friends—and even our own good sense. Videos that “go viral” can have enormous influence on people’s decisions, especially as consumers of everything from political points of view to trendy canine companions. A single 30-second message can effortlessly sway voting decisions and cause people to think it’s better to adopt a dog on impulse rather than shop for one after researching all the possibilities. The result has been a shift away from the influence of tried and true resources, like preservation breeders, to that of telegenic strangers with a microphone, good lighting, and a cute dog.
For those of us who participate in the sport of dogs, it’s never been easier to exert a bit of influence—outside the ring. Personal win photos have become the norm on Facebook, often posted mere moments after the judge has placed a ribbon in an exhibitor’s hand. Included with the win pic is usually a litany of titles and accomplishments, with any combination of capital letters before and after the dog’s registered name. As with any form of advertising, these posts are part celebration, part information, and part promotion. Their influence, however, can have unforeseen consequences if the photo showcases a dog’s faults instead of its virtues.
As our personal journey in dogs grows, so too does our circle of influence. These days, preservation breeders and purebred dog enthusiasts can connect with likeminded fanciers in digital spaces created by longtime breeders, handlers, and judges. Online groups, like Dog Show Mentor, allow members to interact with acknowledged experts through virtual communities that are focused and supportive. By becoming part of an online community, it’s possible to learn from experienced and reliable sources that may have been previously out of reach. These communities can have enormous influence on the lives of those who participate and they can offer personalized guidance for those who are looking to achieve specific goals in the sport beyond simply “manifesting” desired outcomes.
Unlike the videos and livestreams produced by many Internet celebrities, the good people who’ve established an online presence in purebred dog circles understand the needs of their audience. In the dog show space, influencers are genuine authorities. The American Kennel Club leads the way, with AKC Canine College and AKC.TV delivering beneficial courses and 24/7 programming on topics from breed promotion to behind-the-scenes coverage of major competitions. SHOWSIGHT regularly features educational articles written by leading voices in the world of dogs as well as interviews with many of the sport’s acknowledged experts. Others are doing their part to promote purebred dogs, too, though collectively, we still have a long way to go to regain the hearts (and homes) of those who have been unduly influenced by online rescue retailers and unapologetic purveyors of “designer” dogs.
By showcasing preservation breeders and their dogs online and in a positive light, it is possible to exert greater influence… one like/share/subscribe at a time.
Dog Show Community
