We are on the verge of a blog outreach campaign, to support our PR, affiliate marketing, linkbuilding and brand goals. We want to share the love where possible, and to hopefully receive a bit back.
Cultivating relationships with bloggers is vital for any serious brand marketer. They can be a real asset to help you spread word about content, products and services. They are more likely to link to you than mainstream media sites and they often link in the right way.
I’ll try to shine some light on the tools you can use to unearth the most relevant blogs to your business. You’ll find that there are many bloggers out there that will be receptive to working with you, you just need to know how to seek them out.
Newspapers? Dying? Television? Might as well die too. New media? That's where future empires will be built.
At least that's what some have been claiming since blogging and 'new media' became a mainstream phenomenon. And to be sure, new media's future does look bright. But is it as bright as many had predicted? Perhaps not.
If you're the head of a struggling newspaper, The Huffington Post has
an enviable business model. While content production is almost always the greatest cost in running a publishing/media business, it largely relies on the writing of an
unpaid army of contributors. The value proposition the HuffPo offers
them: exposure to a very large audience.
It's a model that has been the source of controversy. After all, the
HuffPo is a for-profit business, yet it doesn't pay the vast majority
of the individuals who labor for it. That's an especially interesting
thing for a company founded by a person who wrote a book entitled "Pigs
at the Trough: How Corporate Greed and Political Corruption Are
We all know about social media 'gurus': the hired guns with thin track
records who claim that they know all of the secrets to social media
success and can boost your business on Facebook and Twitter for a sum.
In most cases, the social media 'guru' is thought of as an
opportunistic type who overpromises and underdelivers. But a friend in
the United States who works as a strategic marketing consultant relayed
a story to me that hints there may be social media gurus who are
really social media 'scammers.'
It has been a tough week for Apple. The world's preeminent tech company, which could once do no wrong, finds itself on the defensive amidst a PR nightmare the likes of which it has arguably never experienced before. For that, it can largely blame Consumer Reports.
Although discussion about iPhone 4 reception problems have been ongoing, and class action lawsuits have already been filed against Apple, Consumer Reports' refusal to give the iPhone 4 "recommended" status, its claim that the problems are indeed caused by a hardware issue, and its argument that Apple needs to solve the problem for customers, have clearly forced Apple into a corner from which it must now try to extricate itself.
Increasingly, marketers are attempting to engage bloggers as part of
their campaigns for internet dominance. Anyone who’s dabbled in SEO
knows the value of a decent web of retweets and linkbacks, so getting
people talking about your product or services is an important
However, there’s still a tendency to google your subject and
contact the first twenty bloggers who appear.
If they rank highly in
search, they must be good right?
Possibly. But because of a disparity in the way most of us operate
our feeds there’s a fairly high possibility that you’re contacting the
Just 34% of brands feature a community on their website, while less than one in five advertise their social media presence prominently on their homepages, according to a new study.
The Engaged Web Study (registration required) by Episerver finds that many brands are not making the most of online opportunities to engage customers and visitors.
The report looked at ten companies from eight vertical sectors: Telecoms, Charity, Retail, Sport, Travel, Public Sector, Finance and Utilities, and then scored them against a range of engagement criteria.
Here are some highlights from the report...
One of the big fears about social media is that it provides a platform for consumers to make lots of bad noise about brands. This is what most senior marketing folk are afraid of, if they have reservations about the impact of Facebook and Twitter.
When the customer experience falls short of expectations people can easily complain about it in public, and if the network effect takes hold then the brand concerned could be in for a rough ride.
At that stage the brand needs to figure out what to do, and fast. Any social media ‘expert’ will tell you that transparency, honesty, responding in public and a hands-up-we-screwed-up approach to taking the blame all matter, in terms of how you react.
But hold on a moment: let’s not believe that stupid mantra about the customer always being right! What happens if the customer is wrong? Or worse, what happens when one of your competitors teams up with the aggrieved customer to stick it to your brand / product / service?
Dyson has found out the hard way...
Social media is here to stay, and despite the fact that questions still
linger over the role of SM and its ROI, major corporations,
many which are often slowest to adopt new technologies, are increasingly
embracing a more social internet.
But that doesn't mean that the world's largest companies are ready to
promote their social media efforts on their homepage. According to an
AdAge article by B.L. Ochman, six in ten Fortune 50 companies aren't
promoting their social media accounts on their homepages.
The link between retail and publishing has always been strong. A product promoted in print sells products that are available online or in store.
Thanks to online, the link is getting stronger, and now the lines are becoming blurred, as retailers become publishers and publishers begin to move into retail.