Fireside21

Blogging is a great way to cultivate new audiences for your web site, but even if you don’t blog, you can still reach out to the blogosphere!

Step 1 - Identify “friendly” and “unfriendly” blogs

This can be as easy as searching Google Blog Search, Technorati or Icerocket (blog specific search engines) for your boss’ name. Once you find them, keep track of them using a feed reader like Google Reader or Bloglines. In addition to reading the blogger’s post, it is important to look at comment threads to get a feel for other reader’s opinions.

Step 2 - Comment thoughtfully

If you have something to say–leave a comment. It is important to be thoughtful, factual and transparent with your identity. Don’t try to be sneaky with your identity or your argument, because you will get caught! Emotional rants should be discourage, but counter arguments to “unfriendlies” is an important component of your outreach.

Step 3 - Contact bloggers directly

Every blogger has their own preference for communicating, but consider reaching out to “friendly” bloggers with an email to introduce yourself asking the best way to contact them. They may prefer you to send them a message another way–perhaps by Facebook.

Step 4 - Provide exclusives or other privileged information

Bloggers love special treatment. Scheduling a regular blogger conference call, for instance, could give the participants access directly to your boss. When you are pushing out informaion, keep in mind that bloggers inboxes are swamped just like the rest of us, so don’t inundate them with every press releases.

Step 5 - Ask for feedback

This is a two-way street, so provide mechanisms for bloggers and their readers to interact with you. Providing surveys and polls on your web site is a great way to continue the conversation without jamming up your back office. Added bonus to those of you who can gather email list opt-ins from your surveys.

More on identifying and developing a relationship with bloggers.