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Loading ...Another day, and another blog post thanks to our efforts at Abraham & Harrison. Norman Birnbach over at PR Back Talk wrote this great post, How Do You Establish Metrics for a Blogging Initiative? Take A Page from the Campaign for Jerry White’s Book”, which talks about our successful blogger outreach efforts on behalf of our client Survivor Corps.
The goal of every outreach campaign is to get the “conversation” started and help keep it going. How do you do this? Norman shows some of the elements that we have used to promote both the Survivor Corps brand and the book, I Will Not Be Broken, written by the co-founder Jerry White.
First: craft messages that are specific to the demographics you are trying to talk to - no cookie cutting here!!
Second: make it easy for bloggers to blog. In other words create an SMNR - check out the two we created for the campaign here & here.
Third: be passionate about the conversation. This, in my opinion, is always the most critical element - get your team excited, get them talking, get them thinking. Excitement is infectious!!
Norman mentions an article that was recently written by Business Week called, Beyond Blogs: Thee years ago our cover story showcased the pheneomen. A lot has changed since then. I am not going to to into great detail about the article but what I will say is it highlights how things have changed. How powerful a blogger outreach campaign coupled with utlizing social networks like Facebook, Myspace, Twitter and Digg are in the world of PR.
The return-on-investment on a social media campaign is huge. Once you get the message out there it can keep propagating and spreading and you get to watch this happen. You get to see the blog posts go up, you get to count the visitors to your site, you get a sense of what people are thinking and feeling about your product. You never got this in traditional media - you sent out your message and then….well, that was the end of that.
What so many companies are still wanting though are metrics - how many people will “read” the posts, visit the blogs - how do you measure a conversation? How do you track where a story goes - where an email is sent, who read the post and then went home to tell their kids about the book? We can’t put numbers on this - it is “out of our control” just like the whole concept of social media - it is about loosing control and letting go. Ultimately it is a trust game. Trust your product, trust your social media team trust your demographic. Don’t get me wrong - we can give you certain measurements but in the end this is only a slice of the much bigger pie, and no one has truly figured out how to measure the much big network effect.
We are very stoked with the response that we have garnered so far for our clients. We know that we have done a good job getting the message out there and bringing it to people’s attention. I hope all of you get a chance to check out the book and ask any questions you have about all that we do over here (wherever that might be for a virtual company) at Abraham Harrison.
Filed under: Abraham Harrison LLC
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Bravo — very well-done!
“Trust your product, trust your social media team trust your demographic.” What a concept! Those of us in the social media space, those of us who have been here for five or more years, know what we’re doing. And we have the connections to pull off great blogger out reach campaigns.
That said, nothing is guaranteed…anywhere. But, professionals won’t give up - they’ll work until they can look the client in the eye and say, “We did it.” With a big smile.
Very well said. I couldn’t say it better myself!
Hey Yvonne,
Sorry for not responding sooner. I was out of town for the weekend.
I think you are spot on. Thanks for sharing your insight.