Im reading and learning!!!!!
Thanks for sharing!

As for ghost blogging for companies, or CEOs; while I realise that most companies do not have sufficient time to monitor blogosphere regularly, let alone comment on all the relevant posts, I still feel it’s unethical use of social media. These companies can’t be genuine or transparent, which is the whole point of corporate blogging, isn’t it? Well, at least from the idealistic perspective.

I think you overlooked perhaps the biggest incentive to blog in your ‘Why to get involved in blogger relations?’ list.

Search Engine Optimisation.

Blogs really add Google Juice to a company’s brand name and/or website URL.

Basically, Google ranks regularly updated blogs much higher than static websites in search engine results.

This fact alone makes blogging a very important part of a company’s search engine marketing strategy as @joshcarr6 is trying to tell you.

Enjoyed. Bookmarked.

I just started a company where were are trying to bridge this gap between traditional PR and Search Engine Marketing. Right now we are running it as an agency where we comment on blogs in the name of our clients. Joining the conversations they should be involved in but don’t have the time or experience to do themselves. Our goal is to make a user friendly version of our software that we can offer as a service to automate this kind of outreach.

There are multiple benefits - adding backlinks is of course a great one. We have also had some success with bloggers who end up doing a full post because of a comment we left.

I would love to send you a beta login to our software so you can check it out. Send me an email if you are interested.

Our website is buzz.io

And the second factor is the type of the product/service which is being promoted. Some products are absolutely better suited for blogger outreach than others. For example, bloggers’ endorsement of technology products/services has proved to be very successful. I think the decision whether or not to engage in blogger relations should be based on the research which will hopefully show you where you should put your main efforts.

Start-up companies with not much marketing budget will probably find online strategy more available to use than media relations. Social media, in general, is ideal for new brands to raise awareness and generate WOM, while traditional advertising works best for well established businesses.

Blogger relations is just a part of social media. I think while any company should consider implementing some elements of social media in their marketing efforts, blogger relations should be used by companies committed to engage in it for a log term, and only if means justify the end. Because as Chris Norton from Wolfstar consultancy puts it, if you approach blogger relations in a wrong way, you’ll get absolutely murdered.