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Marketing Essentials: How to Engage the Blogosphere in Media Relations Programs
25 February 2011
 
Richard Fouts  

Stories that begin in the blogosphere can seep into mainstream media in an instant. This has marketing executives and their media relations teams both excited and concerned. It's a trend that is here to stay, and CMOs must adapt. We explain how.





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Table of Contents

Contents
  • Analysis
    • Introduction
      • Challenge
      • Implications
    • Background and Context
    • Best Practices
      • Step 1: Identify Influential Bloggers in Your Space
      • Step 2: Make Contact and Build Relationships
      • Step 3: Measure Media Equivalent Value
    • Bringing the Steps Together
    • Conclusions
    • Appendix
      • Mini-Case-Study: How a Canadian Telecom Provider Engaged the Blogosphere to Reduce the Cost of a Major Media Outreach Program
  • Recommended Reading
Tables
Table 1.
A List of Influential Blogs in Cloud Computing Refined From a Radian6 Search
Table 2.
A Sample of Major Technology Providers That Are Actively Blogging
Table 3.
Bloggers Want Your Point of View Rather Than Blatant Promotion
Figures
Figure 1.
Two-Way Conversations in the Blogosphere Are Intersecting With Stories in the Mainstream Media
Figure 2.
Tools Such as SocialEye Help You Compute Media Equivalent Value




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Resource Id: 1564014