One of my recent adds to the blogroll is the 360 Digital Influence Blog by Ogilvy PR. Last week Laura Halsch posted "Writing for the Web", an instructive piece on re-thinking how to write press releases with the web user in mind. Ms. Halsch noted these key items and then asked for other tips:
1. Consumers are finding press releases through online search.To this list I'd add two more things from personal experience.
2. Consumers look to company press rooms as sources of information.
3. Editors and reporters are reading blogs regularly (more than 57% according to a recent study)
1. Trackback,trackback,trackback.
Trackbacks I like because they give visibility to sites you linked to right in the post. For instance, if I link to,say, Perez Hilton and leave a trackback, it's like automatic "link-love" from that site. This is a best-kept blogging secret that can lead to greater visibility for your post. Granted many blog platforms don't make it easy to create a trackback link, so you are forced to go look for an online tool. One I've used that works pretty well is Trackback Wizard.
2. Reach out to bloggers who link to you.
Building on Ms. Halsch's point on engagement, I make it a habit to reach out to bloggers who have added me to their blog roll, linked to me, or added me as a Favorite on Technorati. Technorati has a few widgets that keep count of your "links in" from other sites, such as their Ranking widget and the 'Blogs Who Link Here" section of their profile widget. This is another way to forge a relationship, learn,share, and engage.
Full disclosure: My employer, Lenovo, is a client of Ogilvy Worldwide.
Technorati Tags:
1 comments:
Hi Krista - thanks for the trackback :). I think the real key to engagement is being able to listen to what is being said about you and your company. Often in PR we are so used to delivering our messages that we don't take advantage of the immediate feedback that social media provides for us.
Post a Comment