May 6, 2013

Blogger outreach is more PR than social media

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Discover and engage your allies with long-tail blogger outreach

Chris AbrahamThe current catch-all these days for what I do is ‘social media’. Unfortunately, when what you do is described as such, people tend to think FacebookTwitterPinterest, and maybe Google+. My expertise, however, is online community outreach and engagement. Back in 2006, I developed a strategy of blogger outreach that allowed me to reach out to more than just 25 top-tier bloggers by hand but to 2,500-5,000 bloggers.

I have always called this long-tail blogger outreach — though I would love your help with choosing a new name for it — because it focuses on the B-Z-list bloggers, the online influencers who are often overlooked by most social media teams at digital agencies.

While I agree that the top-25-50 bloggers do deserve deep, long-term, and personal engagement, spending that sort of time, over time, on “everyone else” would take all the time in the universe. So, what my team and I developed is the equivalent of blogger-brand speed dating. Continue reading

September 15, 2011

Why are you so afraid of engaging bloggers?

Tips for how your agency or firm should do outreach the right way

http://milkandcuddles.com/wp-content/uploads/2010/12/Rosie_The_Blogger.jpgChris AbrahamUnlike a few years ago, today everyone at least pays lip service to reaching out to bloggers, the same way that PR people have always reached out to mainstream media. That’s what my company, Abraham-Harrison, does and lots of other companies try to do it, too. But I am still surprised that many companies don’t do blogger outreach, even today. My conclusion is that what is holding them back is fear. Simply put, blogger outreach is scary.

And it’s not a completely irrational fear. It is true that bloggers are unpredictable and we all know, thanks to posts by the Consumerist and the Bad Pitch Blog, that one false move and you’re public mincemeat. Publicly shamed, drawn, quartered and, finally, drummed out of the corps.

We all know this, except that it isn’t so. The biggest faux pas that most agencies commit when they test the waters with blogger outreach has less to do with the natural meanness of the bloggers  and more to do with the behavior of the agencies. In many cases, the bad experiences that many agencies blame on the rudeness of the blogger is square on the agency’s shoulders.

It is a case of the abuser blaming the victim, the blogger.

In truth, the blogger often has no context for a PR outreach, has never been part of the publicity machine, and often doesn’t know what’s expected, what proper and improper behavior is, and most often is just behaving naturally and not part of some insidious cabal aimed at defaming you or your brand or your personal reputation. Continue reading