The Fast Shift

Ever wondered what to do and consider when blogging, here are some helpful hints....

Do’s of Blogging

• Identify the top 10-20 bloggers your audiences should care about, based on:
• Topics they blog about
• Number of unique visitors
• Inbound/outbound links
• Audiences they reach
• Pick-up by mainstream media
• Google Page Rank
• Know what type of blogger they are (i.e. journalist, political pundit, corporate, gossip columnist, technology expert, etc.)
• Read them. Daily! Subscribe!
• Understand slant, tone, etiquette, and the writer’s bias.
• Be aware of how they have reacted to previous interactions with PR professionals.
• Look for rules of engagement. Many bloggers state these rules/guidelines up front.
• Identify frequent/influential links.
• Know your bloggers’ blogroll:
• Who’s on their radar screen?
• What do they watch, read, listen to?
• Use an RSS aggregator to track postings and links on relevant topics (i.e. Technorati, DayPop, Feedster, News Gator).
• Establish your own relationship with the blogger: Post a response, offer helpful resources and credible sources.
• Ensure your comments add value (key expertise, thoughtful analysis, new perspective, issue-oriented, etc.).
• Offer visuals, video clips and podcast interviews.
• Plan ahead: Establish relationships with bloggers by commenting on their sites, and linking to them for your own blog/client blog (if applicable).
• Understand the emerging role of blog networks

Don’ts of Blogging

• Assume blogs are a trendy fad.
• “Pitch” a blogger
• Contact the blog without first reading/ understanding its tone, topics, slants, audience.
• Genericize all blogs as equally important to your audience.
• Be afraid to have a conversation with a blogger; just do it cautiously.
• Assume a blogger will embargo news.
• Expect a positive spin.
• Communicate with a blogger as you do a journalist.
• Assume straight news reporting.
• Use an antagonistic or authoritarian tone.
• Bash competitors.
• Lavish undue praise on your products or business.
• Rant about topics you don’t fully understand.
• Discuss anything you don’t want blogged about.
• Anticipate anything you communicate with a blogger will not end up in a posting and linked to other blogs.
• “Flame” bloggers. Every relationship is valuable.