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I have been doing a pretty good job of building out what we do over at Abraham Harrison LLC, including an about page, our solutions, our insights, our consulting services, online publicity services, online reputation services, and our training services. Oh, and contact info.
People are Already Talking About You
The Internet is neither a place nor a destination. One cannot broadcast to the Internet and there is very little correlation between throwing money at online advertising and building brand equity online.
Wikipedia and Wiki Promotional Strategy
Although links from Wikipedia result in traffic and new users, figuring out the culture of Wikis – and Wikipedia specifically – is a much larger document.
The College as Model for Social Networks
The future of Social Network Services (SNS) can be discovered on High School and College campuses.
The Blogroll
A blogroll is a collection of links to other blogs. Blogrolls are found on most blogs.
Social Bookmarking Strategy
Making sure that your sites are “bookmarked�? and “dugg�? on the top social bookmarking sites can really help with site promotion and publicity.
Reciprocal Linking
Blogrolling sites that you want to be connected to can lead to reciprocal linking. The nature of the blogosphere lends itself to linking.
Publicity and Corporate Blogs
Blogging about your company is an important way to engage in the conversation surrounding your brand.
Online Universe Creation
Marketing to the entire internet is impossible.
Online Community Outreach
It behooves the careful online brand promotion operative to spend some time reading previous posts, how people talk, who the main cows are, and how people relate to each other.
Online Advocacy
Doing online advocacy requires commitment, inclusion, attachment, and perseverance. If you participate online, you had better not be a one-night-stand.
Message Creation
It is essential to define the goals of the mission, including scope, desired results, and expectations.
Internet Forensics
There is an art and science to pulling the covers back on the what’s really going on in the blogosphere.
Initial Online Audit
An online audit maps the terrain of conversation in an initial snapshot that records online conversational volume, tone, place, trend, and time.
Influencer Identification
It’s easy to figure out which blogs, portals, and forums are highly popular and highly influential; it’s harder to figure out which of these communities may be receptive to your marketing efforts.
Gift and Asset Distribution
Why should the online conversation change because of you? Why should online communities care about what you have to offer?
Blogger Relations
The internet is neither a place nor a One cannot broadcast to the internet and there is very little correlation between throwingdestination. money at advertising and building brand equity.
Blogger Outreach
While exploring the blog search engines for relevant company-related content, take note of particularly friendly blogs and bloggers.
Blog Messaging and Counter-Messaging
Blog search engines such as Technorati, Feedster, and BlogPulse only care about the last word.
Blog Community Outreach
A powerful technique for building ommunity on blogs is to find a compelling item about your industry, products, and services, then search for blogs that are already talking about it on Technorati.
Activating Bloggers
Once a list of friendly and like-minded bloggers has been assembled, organize them in an Outlook Contacts folder.
When in Rome Do As the Romans Do
Online conversation needs to flow. It is responsive and organic. When preparing for a conversation, an interview, or a debate, talking points are more flexible than preparing a script.
Online Communities are Not Virtual
Do you think that people who play Second Life, World of Warcraft, Xbox Live, MMOGs, and MMORPGs are freaks?
Talk Like the Locals
Every community has its own tone, its own voice, and its own way of communicating.
Search Engine Brand Protection
Search engine brand protection is a strategy focused on “healing�? or “cleaning�? negative search engine results from, ideally, the top 100 search results.
Ping Servers and Pinging
Tell blog search engines and news aggregators every time a post is added to a blog so that they can index the new content.
Markets are Conversation
Markets are conversations. Conversations are two-way. Since you are what you do and say online and since you will be judge on your reputation and follow-through, it is important.
Don’t Be Seduced by the Lure of Astroturfing
Whenever you engage the Internet on behalf if a company or organization, you are acting as a brand ambassador.
The Internet is Vastly Hugely Mind-Boggingly Big
To paraphrase The Hitchhiker’s Guide to the Galaxy, “You may think it’s a long way down the road to the chemist, but that’s just peanuts to the Internet.”
Influence the Influencers
There is no way there can be a one-to-one conversation with everyone on the Internet.
Campaigns Must Evolve with the Internet
Marketing to the entire Internet is impossible.
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