To companies unfamiliar with the blogging landscape, bloggers may seem completely unreachable. There's no shortage of examples of companies and organizations that have made bad impressions on bloggers by trying to reach them on their terms, instead of the bloggers'.
But if your company wants to engage and interact with bloggers, the process can be surprisingly easy, even if the company doesn't itself have a blog.
This article will walk you through the process of launching a simple yet highly effective blogger outreach program in one day.
Getting Started and Creating a Timeline
First, let's assemble a couple of online search tools to help us find the bloggers who we want to reach out to:
- Google Blog Search—This one is pretty self-explanatory: Google's famous search engine, but for blogs.
- Technorati—This will let you search for blog posts as well as videos and other media created online.
There are dozens of other search tools available, but for this article we'll focus on these two.
Now let's set our timeline:
9:00 AM - 11:00 AM: By searching with these tools, make a list of up to 20 blog posts on different blogs where your company or organization has been mentioned within the last two weeks. If you can find more than 20 results, focus on bloggers who are evangelizing your company, but don't be afraid to include bloggers who are critical of you; reaching out to those bloggers is just as, if not more important than, connecting with bloggers who are pleased with you.
Mack Collier is a social-media strategist based in Alabama. He helps companies build programs and initiatives that let them better connect with their customers and advocates. His podcast, The Fan-Damn-Tastic Marketing Show, discusses ways that brands can turn customers into fans. His first book, Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans, was published in April 2013 by McGraw-Hill.
LinkedIn: Mack Collier