Leveraging Online Communities as Marketing Tools
In business, blogging has become synonymous with “creating buzz” or getting the right kinds of attention for your commercial messages. That’s because blogging bundles the human touch with state-of-the-art, low-cost technology.
The result: You get to conduct media relations and marketing campaigns from your blogs, in real time as the need arises, and do so at little expense.
In media relations, blogging is quickly replacing the standard press release and requests for formal interviews with the mainstream media (MSM). Instead, you customize your blog to distribute, directly and with your own voice or personality, news and commentary about your company, products, services, issues, and developments. The media will come to you, that is, your blog.
The media monitors blogs, picks up your postings and gives tremendous reach to your messages by discussing them in print, Internet and broadcast. It’s not unusual to get calls from reporters out of the blue! In turn, you can comment on all this media attention on your blog, reinforcing your message and attracting even more coverage. In short, blog services create a unique Multiplier Effect in media relations.
This media impact works together with the technology of blogging to distribute your message in many other ways.
For example, through a companion technology RSS (Really Simple Syndication) your blog postings are syndicated among the millions of global bloggers. RSS is a built-in component of the Blogging SystemsTM blog platform.
Search Engine Optimization (SEO) is another technical tool for wide distribution of your message. In a nutshell, SEO is a strategy which increases the odds that your blog posting will not only get picked up by the major search engines such as Google and Yahoo!, but also get a high ranking.
Technorati is another site which operates much like search engines for providing greater reach for your blog. Technorati, 24/7, scans millions of blogs and publishes those whose content is provocative, solid and/or topical. You might think of Technorati as the Web’s Town Crier for items of interest. By observing what Technorati publishes, you can learn to shape your own content to be broadcasted by this technology.
If this all sounds like wizardry, it is. Blogging has become the web’s equivalent of “Harry Potter.”
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