What to do when the blogs mention you…
Someone saw a blog post about you or your organization. What do you do?
In a digital era with web accessibility everywhere, it’s possible to instantly blast someone on the web. Videos, cameras, blog posts, Twitter, Facebook, and the wonderful Google search all affect your overall brand and online identity. Occassionally, people are nice. But face it, in an era of over-worked stressed out people paying nearly $4 a gallon at the pump, bloggers will take every opportunity to let their complaints be known.
Unfortunately, many nonprofits (and individuals) are unaware of what to do. Many times, they don’t even know that people are talking about them on the web.
1. Set up Google alerts. While you will need a Google account, Google alerts are invaluable. You can set up a search for any word or phrase. By all means, set up multiple searches. A Google alert sends an email to your account anytime the search engine encounters the specific phrase that you entered. Since I work at an organization with a national office, I search for national and local mentions of our name. You can choose to get the alerts as they come in or daily.
2. Google yourself. Regularly Google your own name or organization’s name. This is the best way to keep tabs on what’s out there. This is especially important if you’re job hunting. Make sure your virtual paper trail is clean.
3. Regularly check Blogpulse.com and Technorati. Blogpulse is one of my favorite sites. It tracks blog conservation by keyword. To borrow a PR 101 phrase, this is the easiest way to conduct an environmental scan. If it’s on the blogs, it’s being talked about.
4. Blogger Relations. Chances are, your organization reaches out to the media, why not bloggers? Some bloggers even get more hits than respected newspapers. If you’re a popular mom blog, you’ll get pitched for lots of things. Bloggers are people. Blog readers develop a relationship with the blogs they regularly read. They trust that person. If that blogger gives a bad review, it’s like having a close friend give you a bad review. Use Bloglines.com, Google Blog Search, Technorati and Blogpulse to find bloggers that will cover your topic. Woo them. (Blog pitching is an art and requires another post).
Ideally, you should have a list of trusted bloggers next to that list of trusted reporters. When an emergency strikes, many times it’s more effective to set up a spur-of-the-moment conference call with bloggers to get your story out. Print and broadcast media still have publication deadlines and air dates. They also have gatekeepers. Bloggers are their own gatekeepers. Blog posts are also immediate. Not only do media read blogs, but elected officials also keep tabs. Most press officers on the Hill read blogs back in their state. It covers what people are thinking more than the traditional press.
If a blogger writes something negative or inaccurate about you, reach out to that person. Blogs can facilitate 2-way conversations. That’s what comments are for. If there’s an email address, courteously contact that person. Reach out to them and politely correct them. Remember that bloggers are people too. Most people aren’t malicious. If you offer constructive criticism, respectable bloggers will offer corrections.
5. Be accessible. When your own reputation is already established on the web, one bad blog post isn’t going to hurt you. Go ahead and set up a Facebook page. Join LinkedIn. Start an organizational blog. If you don’t create your own reputation on the web, someone else will. Be proactive and stay ahead.
Social media is all about relationships. It’s a digital representation of word-of-mouth. The web acts like a small town. Everyone knows each other and everyone is connected. Behind every computer is a person. As a communicator, it’s your job to determine who you need to contact and then build a relationship with that person.
Loading...