Here’s a scenario I imagine going on in a lot of agencies these days.
A client wants placement in ‘the blogs.’ The account team pulls up a list in Bacons or Technorati or whatever. Hundreds of bloggers – relevent or otherwise – get identical emails. At best, there are no responses. At worst, some of the bloggers post snarky comments, naming the agency and the poor AE who had the luck to have her name attached to the pitch.
And the agency and client conclude that pitching bloggers, and using social media in general, isn’t worth the time and effort.
Oddly enough, pitching bloggers is really no different from pitching journalists. Just replace “bloggers” with “reporters” in the scenario above. Doesn’t that sound like how most agencies do business? Wouldn’t you get more results by actually taking the time to learn what reporters, or bloggers, wanted – or if they are even interested in the first place?
There are two excellent blog posts today on the subject – one from Ragan’s quoting some excellent advice from fellow Catalyst Shel Holtz and the other from Jim Lodico on Social Marketing 2.0.
Go and read them both.
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