The Social Enthusiast

Can I share a little secret? I really don’t like doing blogger outreach.

I know, I know–I’m a sad, sorry excuse for a social media manager.  

There are a number of reasons that blogger outreach is considered the slogfest of social media work.  One reason is that it’s a fundamentally awkward process.  

Journalists and other traditional media members expect to get calls and emails from media relations reps.  they may not always like it, but it’s a known part of their job.  There’s a built-in context for that relationship.  Do some inexperienced or just plain bad PR reps sometimes mess up that natural relationship? Sure.  But I’m guessing they rarely get a shocked "How the heck did you get my email/number and who the heck are you?" as a response. 

Blogs began as strictly personal communications tools.   Many of the billions of blogs on the web today still are personal journals–even ones with a very wide readership.  So calling or emailing a blogger and pitching a story can be a bit like asking someone "Would you like to write about us in your diary?"  

It can be a little weird and messy.  

That said, many bloggers are consummate professionals.  They’ve worked hard to build up their audience, with the expectation that their visibility on the web will get them access to exclusive information and other opportunities.   Working with a problogger is effectively the same as working with a traditional publisher.  Even the FTC now understands that.  

In a lot of niches and verticals, the most prominent online influencers are often somewhere between the "you found me where?" guy and Darren Rowse.  This is where blogger outreach can get really dicey.  The rules of the road are still not set in stone even for probloggers, much less for the "semi-pro" or "ranking amateur" class blogger. 

Still, here are a few helpful tips I’ve picked up lately in performing blogger outreach for my clients.  

1. Be clear about who you are and what brand you represent.  Typically, you’re reaching out to bloggers whose interests likely make them fans of the brand you’re representing.  Or if not, they’re people who will naturally be very curious about that particular brand’s product or service.  If they’re not–you’re probably pitching the wrong person.  

2. Get very quickly to why you’re contacting the blogger… which is usually something along the lines of "We discovered your blog and think it’s full of awesome."

3. Do your homework before you contact them.  It would be lovely if most bloggers could or would fork over their analytics data to show how many visitors they get, what their average time-on-site is like, etc.  That’s usually not the case.  Poke around on Quantcast or Compete to get a rough idea of their traffic, and do some searches on social media tools to get a gauge of the value of their network.  It’s unfortunately not an exact science, but the more information you have going in, the more you know how important it is or isn’t to get this particular person on board your brand’s love train.  

4. Understand that you may not be able to see the full scope of their network. Sometimes, their online footprint is just the tip of the iceberg.  Or for some really savvy social media guys, the part of their online footprint that’s viewable from outside it is the tip of the iceberg. Their personal social network could be as vast and untrackable as an organized crime syndicate, and just as powerful–but if so, it’s up to them to prove it to you.  

5. Even if things don’t work out as planned, leave ‘em smiling.  Sometimes, as much as you might want to work with a blogger, or he/she wants to work with you, it just doesn’t work out.  Blogger outreach is about establishing relationships with smart, influential communicators.  Don’t get so focused on today’s pitch that you forget there will be other opportunities down the road.  Make it clear that you value the relationship, not just the post, video or link.    

Blogger outreach may be awkward, but it’s the foundation of any solid social media marketing program.  Very few folks are great at it from the beginning, but it’s definitely a skill that is worth mastering.  

Got any funny or embarrassing tales of blogger outreach attempts you’d like to share? Unburden yourself in the comments.   

img courtesy ajmac on sxh