Blogger Relations for Beginners

This topic has been covered by others but recently, two comments that were left on one of my posts made me think it was time for a little primer. So if you're new to blogger relations, take a minute and read below.

1. Bloggers are people not reporters. We don't make money doing this (at least most of us). Instead, we do it because if fulfills a biological need to create, share and in some cases teach.
2. Because of the point above, we don't have any calendar to follow or editorial board to please. We post what we want, when we want and that is just fine with us and our readers.
3. Following this "I'm not being paid for this" theme, bloggers have real jobs at real companies and most if not all, are doing this in their free time. Thus, if you do want to reach out, be smart, simple and quick about it. Don't send a media kit or a War and Peace style email come on... chances are it goes into the "when I have time" file versus the "posts to write" folder.
4. Get to know a blogger. Read their blog, subscribe via RSS and comment from time to time on their posts. Challenge their thoughts, engage them -- don't just write "nice post" and move one. If you want to get noticed, even by small bloggers with small followings, a well written, well informed challenge comment is gold. 
5. Which brings me to the reason for this post. Those two comments which I never allowed to post. A person and company that will go unnamed but sells heavy equipment (dump trucks, bucket trucks, etc.) has twice now left some comment about safe dump trucks or need for safe use of heavy equipment on that post. For those that need a laugh, here is that post. Other than the picture of bucket trucks, not sure why the person thought their comments relevant. I'm truly at a loss on this one.
6. When you do comment, and it is posted, track the comment trail to see if others comment on your post or if the author replies. Very often bloggers will reply to you via the comments section to create/continue a conversation. If that happens, and a reply is warranted, engage. This is gold. This means you have that blogger's attention and likely have begun at least the beginning of a relationship.
7. Once you have that ember of a relationship, fan it. Find the blogger on Twitter (most of us are there - for instance I'm @TomMartin). Use this as another channel to begin to build that relationship. Grow it and expand it. Do the same on LinkedIn and Facebook if you can. Check to see if the blogger is on Vimeo, Slideshare or has a YouTube channel. These are all outposts for that blogger. Places where he/she is creating content. So not only should you be aware of it, you should participate in it. These sites all allow for comments, so leave some. Again, it's all about building that dialogue.

I'm sure I've forgotten more than I've pointed out. But that is where you the reader come in... help me finish this out. Let's create the difinitive handbook on the current thinking around blogger relations so that we can share that with companies big and small and help everyone win.

photo by minifig