20
2008
Social Media Marketing: More Than Blogger Relations
Yesterday, I spoke on a Blogger Relations panel for the Public Relations Society of America National Capital Chapter (presentation below and on slideshare). It was a fascinating panel because literally 65-75 percent of attendees were not personally engaged in social media. Like Joe Thornley says, this is a serious problem. How can you effectively guide your clients or your company if you are not doing it yourself?
I started the discussion with material not in the PPT. Now Is Gone has a total of one in 150 pages dedicated to blogger relations. Today maybe it would have five to 10, based on the feedback and requests for more information. But these requests are somewhat off kilter, too.
Too much of today’s social media promotion focuses on blogger relations tactics instead of true Word of Mouth. Today’s blogger relations focus is a short-sighted approach trying to slam a media relations model on a community oriented space. Instead of pitching skills, PR and blogger relations pros need networking skills. Instead of trying to get coverage and impressions, corporate representatives should focus on how they can fit into the community and deliver value.
My favorite example of this is Radian6, which basically came out of nowhere last fall to become the leading measurement tool for the business. Radian6 understood not only how to measure social media, but how to participate in it. Participation led to free trials for influentials, genuine conversations on how to improve their product, acceptance as members of the community, and resulting widespread adoption and word of mouth.
Social media channels are communities of people. Influencers come in many forms, and a lot of them are on social networks ranging from the macro (Facebook, MySpace, Twitter, etc.) to the micro (Plurk, MyRagan, Change.org). If you don’t know where the back channel conversation is occuring, then you don’t know the community.
Other panelists included:
One of things I liked about this panel was Rachelle. Rachelle is not a blogger, but she is extremely well versed and has strong social network profiles. She got that this is a community thing, not an individual blogger thing, that bloggers fit within a larger whole.
If marketers are going to be successful in social media, they have to understand its dynamics. It’s much more than just a blog hit or treating bloggers correctly. It’s a wholistic, integrated approach that requires more, including participation, understanding of community needs, content creation, providing influence, and helping other community members. It’s about integrating social media into your traditional marketing, corresponding ad buys, creating non textual content, and understanding word of mouth.
Take a step back. Look at the big picture.
Adam Singer Says:
June 20th, 2008 at 9:00 am
Agreed that it’s a community thing, not an individual blogger thing. But, there is definitely still value in developing relationships with key bloggers and influencers. By having relationships and giving people what they need in the way they need it, you can ensure what you’re doing will spread.
I also disagree with “the phone still works.” Not a single blogger I know wants to be called…ever. Go ahead and call Michael Arrington…see what happens.
David Alston Says:
June 20th, 2008 at 9:11 am
Thanks for the kind words Geoff. It’s very much appreciated.
And thanks again for raising the need for PR professionals to make that jump into social media with both feet - to live it. It reminds me of a great past slogan for a local beer company here in our area - http://tinyurl.com/4dcl2o - “You’ve gotta live here to get it.”
I’m definitely hoping that the Twebinar series this summer that asks for registrants to also sign up to Twitter and follow the speakers helps to give folks a final nudge to join in on the action. Preparation is great but its so important to throw caution to the wind and just get in and start learning by listening, networking, interacting and engaging.
Thanks Geoff.
David
Geoff Livingston Says:
June 20th, 2008 at 9:21 am
Adam: Please tell me where I said don’t build relationships. It says blanket approaches like email don’t work. Also, if you feel that every single blogger doesn’t want to be called, you aren’t talking to enough bloggers. When you have a relationship you can call people. That’s how things get done.
Citing Arrington as an example is like saying you can’t get the President of the United States on the phone. A weak example, in my opinion. And knowing Mike Arrington as an acquaintance I would approach him differently. Each blogger has different preferences… Relationships, right?
David: Keep innovating and showing us the magic. Kudos! And thanks for coming by.
Ainsworth Says:
June 20th, 2008 at 9:42 am
I’ve noticed that the busier a blogger or social media marketer becomes, the easier it is to lose track of how you got busy in the first place. It is never malicious or “selling-out”, but just a poor way of thinking you’re optimizing the time you spend in each area. This article has definitely reminded me a lot about what I’ve been forgetting with the Twitter community.
- Ainsworth
Adam Singer Says:
June 20th, 2008 at 9:46 am
@Geoff - true, but I have good relations with a few Technorati Top 100 bloggers and none of them want to be called.
You’re right though, I am sure there are people who would like to be called, especially if you develop a deeper relationship with them. It depends on the blogger and how busy they are.
Also apologies, I re-read your post and you never said that - still a bit early for me…sorry for skimming.
Thanks again for the link and nice blog by the way, you earned a new subscriber today.
-
Adam
Anyway thanks for the link, appreciated. I wi
Ed Roberts Says:
June 20th, 2008 at 9:53 am
Absolutely Geoff! I like to refer to it as changing from the USE of social media to INFUSING into social media. That takes time and effort, and unfortunately an effort that many do not understand. In this digital age, it’s so easy to look at the “easy” and quick ways of doing things. Relationship building is never quick.
Paul Chaney Says:
June 20th, 2008 at 9:58 am
“Instead of pitching skills, PR and blogger relations pros need networking skills. Instead of trying to get coverage and impressions, corporate representatives should focus on how they can fit into the community and deliver value.”
Geoff, if I understand your intent with that statement, it’s not unlike what I’ve said, that the building of relationships comes before anything else. Only after establishing a relationship does someone have the right to make a pitch. It’s tantamount to “winning the right to be heard.”
I’m not public relations expert to be sure, but I hold to the motto, get to know me before you pitch me. That was the issue with the Mike’s Hard Lemonade pitch. I don’t drink the stuff, have never written about it and had never heard of or from the AE before. Why, then, would he expect me to be a candidate for his pitch.
Maybe, as a small-time blogger, I’m expecting too much. Still, it seems common courtesy dictates that, at the very least, the person read my blog even if they don’t have time (and I know time is a factor) to get to know me beforehand.
Jason Falls Says:
June 20th, 2008 at 10:13 am
I’m always amazed at the number of people who cannot draw a distinction between public relations and media relations. Your post hits home on that point. Blogger relations is media relations. In my mind, bloggers are media. The best public relations professionals out there are great at media relations (blogger relations) because they are first good a PUBLIC relations. Networking, interpersonal skills, personality and relationship building are what PR is all about. Getting hits on blogs or in magazines is a subset of that focused on using those relationships, networks, even friendships to deliver relevant messages to appropriate audiences.
If you don’t have the essentials of public relations down, you’re gonna suck royally at media relations, inclusive of blogger relations for those who wish to separate the two.
Excellent post, Mr. L.
Geoff Livingston Says:
June 20th, 2008 at 10:18 am
Ed and Paul: We are sympatico. Thank you for commenting.
Jason: Good to see you here. Yes, it is a matter of old PR skills. I do disagree slightly with your comment though. Blogger relations is not media relations, and bloggers are not members of the media. And while treating them well makes sense, treating them like media lends itself to inherent errors because the rules of engagement and ethics very greatly.
Michael Hackmer Says:
June 20th, 2008 at 10:44 am
Great post, Geoff. And great comments.
I agree that pr, marketing and blogger relations pros need networking skills / people skills.
I have to say, it’s amusing in a way to follow this discussion, because if we think to the early stereotypes of tech-savvy people (many of which still exist today), the word “anti-social” comes to mind.
People used to just interface with the technology, but now the technology has brought people back to interfacing with one another.
With that said, it’s simply not enough to know about the new social media tools out there or to focus on one specific platform. I think that kind of behavior is ignorant.
As everyone has said in the comments and as Geoff has written and talked about, you need to build relationships. And you need to build your relationships with more than one community of people. Why? I think we can agree that building diverse relationships gives you more perspective - not just professionally, but personally as well. When you possess more insight and understanding about people in general, you are on your way towards better communication and better relationships (perhaps longer lasting ones too).
Lastly, I’ll say that businesses that don’t understand why social media should be important to them are just not thinking about it in the right way. I think your last two paragraph’s in particular, Geoff, contain great points to help people understand what is involved and why.
SocialButterfly Says:
June 20th, 2008 at 10:58 am
Geoff,
This is a great post and a great slideshow. Simple and to the point. Biggest hurdle now is getting others on board. But that’s also the fun, sharing the learning curve!
Will you be at the Scoble and Gary V. event next week as well?
Best,
Alex, aka SocialButterfly
Jason Falls Says:
June 20th, 2008 at 11:00 am
My point of contention with you, Geoff, is that blogger relations is media relations and bloggers are media. The rules of engagement and ethics are not different because the rules and ethics vary from individual person to individual person. We should never define “a way to deal with media” and “a way to deal with bloggers” because without the individual approach, regardless of their background and attitude toward PR, those inherent errors happen anyway. We should define the individual relationship approach as the way to deal with all members of the media - journalists, editors, reporters, bloggers, podcasters and more.
Geoff Livingston Says:
June 20th, 2008 at 11:18 am
Hack: That’s a blog post in its own right. You are getting to be a thought leader, my man.
Alex: I will be there!
Thank you for an opposing opinion, Jason. I am quite comfortable continuing the way we approach bloggers… differently than media. They have different roles in life, starting with professional and amateur, paid and not paid, career and hobby. It’s ridiculous to me to even try considering them the same way.
Charles Heflin Says:
June 20th, 2008 at 1:53 pm
Injecting media messages down the throat of a social community is like having a vacuum cleaner salesman pop out of your kitchen table during dinner.
Sure it may be somewhat effective but could be many times more effective if the community were considered first and the target of the message was geared to contribute to the community.
A company with social “presence” will see much more return on investment than trying to shove old school media tactics into a social model.
I Agree 100%… Good post.
Lynn from Organicmania.com Says:
June 21st, 2008 at 1:36 am
Great post, great slide show, Geoff. Thanks for all you to do to educate the community.
I shudder everytime I hear someone talk about “pitching” bloggers. Can we start a movement to ban that term? Talk about old school media tactics in a new media world!
Mo Says:
June 22nd, 2008 at 4:03 pm
What great comments - I can only echo what they say - especially what Michael Hackmer closed with. Awesome!
Lara Kretler Says:
June 22nd, 2008 at 5:29 pm
Great blog post and thanks for sharing that awesome PPT presentation. I am always amazed by how much social media gurus like yourself give away… then I got to the part in your book about “participation is marketing” and I get it. I mean, I think I understood it intellectually before, but now I *really* get it. Thanks for not only sharing your wisdom and best practices, but also living what you teach.
Adam Singer Says:
June 23rd, 2008 at 9:35 am
another great article on pitching bloggers (from one of the most popular blogs about blogging):
http://www.problogger.net/archives/2007/10/30/how-to-pitch-to-bloggers-21-tips/
lorenzo luiz Says:
June 23rd, 2008 at 11:29 am
do you guys have any comment regarding programs that help ok (so-so) bloggers create a top of the line headlines. programs like glyphius that has an archive of hundreds of thousands headlines and tag phrases. both good and bad. which it uses to automatically rate the headline that you have intend to use
Heidi Strom Moon Says:
June 27th, 2008 at 12:07 pm
Great post, Geoff.
I’ll only add to the great discussion above that another aspect of engaging in social media is brand/reputation management. We have several clients who don’t like the fact that customers can talk about them online; instead of responding to and participating in these sites, they are hoping to wish them away. What we try to convince everyone is that there are conversations happening about your brand or your product or your business. Not engaging doesn’t make it not happen; it just has the potential to make it worse.
Jason Baer Says:
June 30th, 2008 at 8:11 pm
Interesting point by Jason Falls above about bloggers being media. Not only is that the case in terms of sheer volume (and in some cases, influence). But even more interesting (or ominous, depending upon your outlook), is that bloggers and other online sources like reviews and such are viewed as more credible than professional media by the Millenials Generation, who will of course run the show eventually. So says Millenials Strategy Group, whom I presume know what they’re talking about in that regard.
Great post. Sounds like a killer panel. I’m doing one in Montreal in a couple months for the Worldcom Global PR Network. Okay if I ping you for ideas?
Cheers,
Jason Baer
http://www.convinceandconvert.com
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