Archive for April, 2008
Some Differences Between Pitching Mainstream Press and Bloggers
Meet the next generation of people who put stories out on the web. I say “next,” but blogging has been around for years and years. Some of us are making decent money at it, hiring and employing staffs, etc. Those types seem like mainstream press. But they’re not. One difference? We blog based on what drives our passion, plus in the case of some folks, what drives revenue.
Blogs have reach. Blogs don’t have as many barriers to cross before you reach the decision maker. Blogs don’t (always) require a PR agency to help you get access. Blogs always need good content, right? So it seems like a natural thing to just lob stories at a blogger, because more often than not, they’re going to be receptive, will run the bit if it fits their readership (viewership), and everyone wins, right?
Some differences.
Bloggers Often Write From Passion
Lots of us can’t NOT blog. We love what we do. We’re obsessed with getting information out into the world. Desperate to be useful. I’d say that we’re like news junkies, only we’re really interested in how we can contribute to making the news.
Bloggers Have a Bit More Ego Feeding Required
Try to disagree with me on that one, but when I just start rattling bloggers’ names down quickly, I can tell you that there are things you’ll want to do to reach out, and one is to know what makes a certain blogger tick. Want to get into TechCrunch or Mashable? Be sure you’re giving one the exclusive, and pick wisely. Want to get covered by Engadget? Don’t give it to Gizmodo on the same day. Go a few tiers down in blogs and what we want is to know that you know who we are, and what we cover. A pitch about something in my general area isn’t the same as noticing the kinds of things I write about and giving me something that fits.
Bloggers Like Free Prize Inside Experiences
If you want us to write about your software app or your new gizmo, give a few away. Nokia, Nikon, Flip, GM (Saturn), Garmin, and tons of other companies have given out gear on loaner programs (sometimes handled well, and other times handled a bit weirdly). And if it’s not something directly tangible, it’s something like getting invited to a pre-screening of a movie, or to a closed beta of an application, or something else that makes one feel exclusive. Still an ego play, and yet, very effective because once we play with your toys, we’ll be inclined to write about them.
Will we be fair and give opinions on the competitors like an official review site? Not always. Depends who it is, whether that’s part of their bailiwick, and whether they even know how to approach such a thing. I sure don’t. If I’m given something free to mess around with, I disclose it when talking about it, but then, my site isn’t a journalistic effort to review things fairly.
Bloggers Don’t Have To Be Polite
Though I prefer politeness, and try to be polite often (Sorry, Tom), it’s not required. And we don’t always do what you’d wish. It’s a little uncertain sometimes what you’ll get when you send a request to us. Wish it weren’t true, and I would prefer that we be polite more often, but we don’t have to be.
What Twitter Had to Say When I Asked My Friends
(That’s a hint, too. We’re far more networked. We talk to each other. We talk about YOU.)
Pitching ME
First, I have to say that I’m not usually on the lookout for a news story. If you read back through my posts, a great many of them deal with strategy and tactics that people can employ. I read about 1000 news items a day, plus I have a day job that isn’t professional blogging. So, I don’t always need news.
And yet.
If you’ve got something interesting about a new tool, a new way that someone’s using social media to build business or organizational relationships, a sense of what’s interesting to me and want to feed me something, here’s what you might do:
- Be my Twitter friend.
- Have read my last ten blog posts to have a sense of my flavor.
- Give me links, pointers, possibly screenshots, and follow up in about 9 days when I still haven’t managed to get your story out.
- Kindly understand if the story doesn’t fit what I cover (often).
- Realize that I can’t always check out your website.
- Understand that a “social network for ____” (dogs, lawyers, imaginary friends, ex-cons) isn’t really new unless they’re doing something REALLY new.
- Write the first paragraph of your email as if you really did only send it to me (I get it, but pretend, okay?)
While We’re At It
Here’s what I *am* really interested in writing more about, and where you can help me, if you’ve got an interesting story:
- Social media and network use inside the enterprise. (Spoke at Thomson/Reuters and IBM recently and was really impressed in both cases with what they’re already doing).
- Specialized social network applications - things that make a network more valuable, vs just profiles, blogs, pictures, and friends.
- Books about social media, social networks, next-generation PR/marketing, business, etc.
- Business models that aren’t advertising-centric. (For instance, Sermo has a neat model. So does Gimp.TV).
- Mainstream people coming into social media in a realistic and meaningful way.
- Nonprofit and organizational experiences with social media that have made an impact.
- Location-based tools and networking (for instance, I’m digging Yahoo’s Fire Eagle stuff)
- Technology that improves business, that improves personal interfacing with the Internet.
I’m probably forgetting a few of my favorites in there, but let’s start there. If you’re pitching something like THAT, drop me a line. My contact info is in the sidebar. I’m easy to find.
Further Reading
Social media expert, Jason Falls covered an advertising professional’s view on this recently, and that’s worth checking out, too.
Edelman’s superstar, Leah Jones showed us how to talk to bloggers.
Your Thoughts?
Lots of people who come here are PR or marketing professionals, journalists, and the like. What do you think about what I’ve said so far? What are your tales of success with bloggers, or your tales of woe? Bloggers, am I wrong in my starting concepts about what might feel different about bloggers vs mainstream press? I’m eager for your take.
Screen caps made with Skitch
The Pirates Dilemma
When punk music and the social scene around it came around, music was deeply entrenched in the record industry’s current offering: disco. Punk showed up with far more attitude than aptitude and proceeded to take a big fat gouge out of the profits and expectations of the larger record/music industry, and people responded. People suddenly realized a music and an ethos where they could participate. Instead of fancy clothes or impossible musical setups, people could do punk with a very limited toolset, and they could make it their own. Very do-it-yourself.
Pirate radio had some similar beginnings (more prevalent in the UK, but remember, my friend Jeff Pulver occasionally admits to knowing about a “really great” radio station in New York), insofar as that it became music programmed by the people for the people.
This book by Matt Mason, The Pirate’s Dilemma: How Youth Culture Is Reinventing Capitalism, is a great exploration of how people like the guys behind FUBU and Marc Ecko turned hip hop culture and street graffiti into a business while maintaining an ethical focus. There are tons of other examples of this kind of information in the book, and many cases where the upstarts and the do-it-yourselfers came along and made a new culture right alongside the status quo.
I’m grateful for Whitney Hoffman for recommending the book, and for getting Matt Mason himself to come to Brooklyn to attend PodCamp NYC2, where I could then meet Matt, bug him about his book, and learn more about him.
It’s a great book and worth a read:
The Pirate’s Dilemma: How Youth Culture Is Reinventing Capitalism
Share Hope
The American Cancer Society has a great idea. Instead of just talking about the dark side of the lives of cancer survivors, they want to share stories of hope from people who are fighting the battle. The site allows people to watch videos, to learn more about cancer and the ACS, and most of all, gives people the chance to upload their own videos.
Another cool touch? The ACS has worked with musicians to provide a page of free music to use in mixing your videos.
I got this from the American Cancer Society’s social media rockstar in residence, David Neff. Great guy working for a great cause in an organization that’s working to build a place of sharing.
What Tom Could Learn from Facebook
Dear Tom xxxxx of Cxxxx - I don’t know you. And yet, I have a press release you’ve sent me about your company, Cxxxx, which will announce something at 9AM ET tomorrow, though I’m not supposed to talk about that until then, because you’ve asked me to embargo myself for news I didn’t ask for. Well, Tom, I think if you’re going to build an app that supports Facebook and MySpace, you might consider learning a lesson from them. ((UPDATE: Edited out the name and company name because a commenter was right in saying it wasn’t polite of me to call him out by name. Sorry, Tom.))
Opt in. SOCIAL network. It’s about getting to know me before you fart in my face. On Facebook, users “friend” each other, and that permits messaging. Even then, if you blurt-market me, I’ll drop you. I can’t do that to you in my inbox, except for reporting you as spam, and even then, it’s less satisfying.
What I Want You To Do Next Time
Please at least PRETEND you know me, give a rat’s ass about me, read my stupid little blog. Don’t just lob something over the wall at me. Because hey, I’m doing something over here, and I’m actually reaching out to potential people in your space, and I have 16 years of telecom background with 9.75 of it in wireless. But now, because you threw a bomb instead of built a relationship, I’m telling everyone who wants to know that Cxxxx doesn’t understand the basics of the market they’re planning to serve, if you’re a measure of the company as a whole.
Was that worth blind emailing me your stupid press release?
**UPDATE: Meanwhile, Leo from Monalulu wrote me a personal email that mentioned a blog post from about 8 days ago (meaning he’s been on my site for a while), talking passionately about why I might like his company and the idea. While I’m not fully wrapped around the idea, I *love* that Monalulu has a guy like Leo reaching out to me.
Photo credit, Jurvetson
New Comm Forum 08 Rocked
I don’t really have a lot of time to talk about this, but I want to point you to the New Comm Forum site to get yourself on their mailing list for their upcoming events. If you’re interested in the future of communications, or if you’re part of the PR and marketing world, this organization and their events are a must for your radar. Jen McClure and team deserve some praise.
Todd Defren has a really good post summing up the event, and Phil Gomes has some great points to consider for next year. Give it some thought.
On Managing A Community
I wonder how most organizations are handling the role of community manager. I’m curious where a community manager reports. Marketing? HR? Customer service? I wonder how organizations are justifying the cost, and what they believe the role entails for level of effort. How are companies using the role in either direction?
Depending on the organization, I imagine the role of a community manager would be different, so I’m going to walk through what the role might entail for a media and events company (like mine), and see what comes to mind. I could do the same for several other professions, but let’s start here. Want to follow along? You can help me refine it in the comments.
Strategy
My strategy for a community manager would be to accomplish the following:
- Develop an awareness center for our industry (so we can listen and know what the community at large feels).
- Build a non-marketing community outreach to deliver a voice for our organization to the industry.
- Engage the community we embrace, and facilitate learning and education from our organization’s perspective, and through relationships with other trusted organizations.
Reporting Structure
My company is a fairly flat organizational structure. At my office, a community manager would report in to me as the VP of Strategy & Technology. Why? Because I’m charged with setting the tone and the look and feel of the content for all of our events. To me, the role at my organization would be to help me build on the customer experience.
Duties
My community manager (and I’ll use the feminine pronoun to save both of us the “he or she”) would have accounts on the following platforms:
- Ning
- YouTube
- Google Reader
She would have responsibility to set up tracking and alerts for keywords specific to our industry, to subscribe to several industry blogs, podcasts, and video channels, and to subscribe to certain topic categories on YouTube.
She would comment on appropriate blogs. Not about our events, but about the topics at hand (the comments would at least have a URL back to her blog, so that’s enough self-promotion on that front). Listening and commenting would be the bulk of her first three months’ duties.
She would blog when she felt comfortable with the space.
If we decided to grow a Facebook or Ning community, she’d help facilitate good conversations there, too.
Measurements
I’d measure my community manager on the following:
- Responsiveness to communications (blog comments, emails, twitter messages and forum threads) less than 24 hours max.
- Number of QUALITY blog posts read and shared via Google Reader.
- Number of meaningful comments (more than a few words, on topic, pertinent to the space) on appropriate blogs, videos, and other media per month.
- Overall quality of her Twitter stream ( maybe a 60/30/10 mix of industry-related / personal @ comments / and off-topic).
- Engagement on our blog/community/network. (Number of subscribers, number of comments, number of links out to other blogs from our community site).
- Number of quality blog posts and linking posts (probably a 40/60 split between original and linked, though some would argue for 30/70).
- Eventually, number of links from other sites to our blogs and media.
Success of the Project
I’d feel our community manager was a success if she accomplished the following through her efforts:
- Empower the listening ability of our organization to our community’s needs and desires.
- Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter.
- Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters.
Overall, I believe these efforts would be measured by an increase in attendance at our face-to-face and virtual events, an increase in subscriptions to our newsletter, and a larger blog commenting community. This would be a win to our organization, and would thus be worth the expense of another salaried employee.
YOUR Turn
How would your organization incorporate a community manager? Where would they report? How would you measure their efforts? Do you see any flaws in my suggestions? Are YOU a community manager? How does this sync up with your world?
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The Social Media 100 is a project by Chris Brogan dedicated to writing 100 useful blog posts in a row about the tools, techniques, and strategies behind using social media for your business, your organization, or your own personal interests. Swing by [chrisbrogan.com] for more posts in the series, and if you have topic ideas, feel free to share them, as this is a group project, and your opinion matters.
Get the entire series by subscribing to this blog, and subscribe to my free newsletter here.
Thank You Continental Airlines
I promise that this is NOT a bitch and moan session about some horrible disservice done to me by Continental. In fact, I sincerely mean “thank you.” You see, Continental Airlines did something for me that I’ve never experienced before.
They called me.
On my flight back from San Francisco en route to Boston, I had a connecting flight in New Jersey. Because PodCamp NYC was happening, I decided to hop off in Newark and trek down to Brooklyn for the event. This choice brought with it an issue.
I had 3 bags. Rules say I can only carry two on the plane. When I asked the counter agents, they said I could change my ticket, but that would cost about $100. So, it would effectively cost me $100 to move a bag from San Francisco to New Jersey. What to do? So, I made the decision to check the least scary to lose of all my bags, with about 300 labels on it showing that it was mine and how to reach me. And I got off in Jersey, with that lonely little bag flying without me to Boston.
Flash forward to Saturday morning, and my phone rings. It’s Ellen from Continental’s baggage department. She’s very politely telling me that I seem to have left a bag behind. She’s very friendly. I tell her what I did, what the agents said. She was VERY kind, very understanding, even apologetic that it seemed silly to me about the $100 option.
I haven’t flown Continental in a while, and I’m not sure when I will again. But I wanted you to know that they were nice, that they called ME, and that I appreciated that human touch.
File this under “good guys get blogged, too.”
Starting Points for Online Presence
Getting started in social media might feel daunting. In considering what would constitute a “passport” for a would-be “web native,” I found myself adding more and more services to the list of things one might consider adding to their collection of applications and services to use.
Start at your own pace, and go as slowly as you need to for you to feel comfortable getting to understand all these services, but here is a list of applications and networks that I think you might consider joining and developing into your online reputation and presence platform:
The Basics
- Take a reasonably decent photo of yourself for an avatar pic. Size it to 100×100 pixels if you can. (most services want this as a default). If you’re shy off the bat, put something more fun than your corporate logo.
- Twitter - Be sure to add your nifty new photo. Then, if you don’t already have friends on Twitter, check the public timeline to see who’s doing something interesting, or check out Twitter Packs for some starting people to follow.
- WordPress.com Account - Even if you eventually choose another blogging platform, building a WordPress.com presence means that you get an OpenID account, a place to build a profile for lots of the popular blogging platforms (I recommend getting a Blogger/Google account for that reason, too), and also a potential “scratch blog” for putting up ideas that might not fit your larger presence.
- Facebook profile - There are millions of people using Facebook (and even more on MySpace). It’s a good place to build an account that tells people more about yourself, and as an outpost for your blog (add your RSS feed to Facebook through one of many 3rd party apps that will re-post it there), which all goes towards establishing your reputation online.
- YouTube account - YouTube serves millions of videos a month. It’s a great place to comment, to submit your own stuff to a larger audience, and/or to find points of interest. If you want more serious, better considered video hosting, try Blip.TV.
- Gmail account - which will give you access to Gmail.com, but also Google Reader, Google Calendar, Google Talk, and plenty other useful services. I use Google Reader as my preferred news reader, and I use Google Calendar for ease of use of scheduling.
- **UPDATE** Google Reader for listening. Recommended by David Usher
Bonus Round
If you’re feeling like you want to participate even more, you’ll need these:
- **UPDATE** FriendFeed is a way to aggregate your presence and that of your friends online. Suggested by Ontario Emperor
- Digg and StumbleUpon and del.icio.us accounts - Use social bookmarking communities to share things you like, to find things you’re interested in, and to grow a social view of news and information.
- Upcoming.org for events to attend in this space.
- Flickr account - (which is technically now a Yahoo! account, as is del.icio.us.) This is for photo sharing, and gives you an easy place to put your pictures on the web.
- Skitch account - for screen captures, should you want to post a picture off your computer screen simply.
- PayPal account - for easy financial transactions used by many websites.
- **UPDATE** Plaxo for contact management. - Recommended by Susan Beebe.
Your Thoughts
There are certainly dozens more applications to consider, and this doesn’t count one’s primary blog, podcast, video property or otherwise. But I’m wondering if I’ve missed any “fundamental” sites that you’d recommend we add to this list, or if there are any that should come off. What’s your take?
The Social Media 100 is a project by Chris Brogan dedicated to writing 100 useful blog posts in a row about the tools, techniques, and strategies behind using social media for your business, your organization, or your own personal interests. Swing by [chrisbrogan.com] for more posts in the series, and if you have topic ideas, feel free to share them, as this is a group project, and your opinion matters.
Get the entire series by subscribing to this blog, and subscribe to my free newsletter here.
Photo credit, hji
Do More With Social Media
Deb Schultz says Seriously, do more with social media. It’s not just about tweeting that you’re stuck in an airport. It’s about much more than back and forth conversation mechanisms. Deb has something here.
She wants it to be about culture, about business process shifts, about calling for an “architecture of participation.” I agree.
Read on here
10 Blogging Tips
Briefly, some tips:
- Write to be helpful.
- Be brief.
- Tell a story.
- Connect others, if appropriate.
- Share. Often.
- Don’t overthink it. (It’s a blog, not a dissertation.)
- But be thoughtful.
- Don’t be mean.
- Publish often enough to build a relationship.
- But be mindful of your audience’s time.
What else would you say? What if you were telling someone at Disney or Starbucks or the Woman’s Society for Advanced Cancer Research about blogging? Share your blogging tips?
