Working as a Social Media Researcher it’s really important that I keep up with the pace of developments that happen within the social media landscape. Whilst reading around a number of blogs that cover Social Media I recently came across a really interesting blog written by Paul Stamatiou, which covers topics surrounding Technology & the Internet.

Like many of the active bloggers around the world, if you spend time reading the content listed within his blog you start to learn a lot of things about him, his tastes, interests and writing style – a knowledge that is invaluable when pitching to bloggers.

He even goes as far as to publish a checklist for PR’s approaching himself personally, however, such points could easily hold true should they be applied universally to any social media platform. Inspired by him I took the liberty to re-write them so they also make sense out of the tech realm. I am sure than a high percentage of the social media community would subscribe to these simple, intuitive, rules of etiquette:

• Customise your approach – Don’t send a press release that have been published on a bigger blog or news site already.
• Understand your niche – Do research exhaustively the genre of the blogger. Thankfully, bloggers are very aware of the power of going niche, and you can find a handful of bloggers for every angle of your product. For instance, if your company is launching a female edition of a well-known gadget, address the female gadget bloggers and cool-hunting sites before trying with the big guys.
• Timing is essential – If content is king, context is queen, is often said. Just a very simple rule of thumb – the earlier you approach the bloggers, the better.
• Make it personal – Use the bloggers name. It shows you are not using the scatter gun approach and also evidences you have spent a few minutes checking the news releases would be of interest. Perhaps more importantly, is how, we people like to be treated.
• Is that it?? - Offer additional perks with your press release. In technology, betas invitations would be a good starting point. Any promotional material, tickets for the cinema, anything that may make the blogger feel engaged rather than used. Without a shadow of a doubt, playing with the inaccesible factor would be the best turn on. Offer the blogger an experience that money can’t buy and only you can offer.
• Maintain a relationship – If a blogger writes about your press release or replies to your email, reply back. This is a great opportunity to initiate an ongoing relationship.
• No News is Good News – Future correspondence is great; just don’t expect a reply back for every single email.
• Show me the money! – Think twice about contacting bloggers about things they are not cool enough to be a part of. Although bloggers don’t necessarily have a news agenda, they write about what they like the most. The content of their blogs is part of their branding and point of sale to their audiences. With that in mind, perhaps a new CEO in your company is not going to cut it, regardless of what the CEO thinks.
• Be Patient - Emails work reliably. If you don’t get an answer is Ok, but don’t blow all your future chances by annoying people as busy as you with a “did you get my release on the new spring-summer collection Mrs blogger?”.
• Understand the preferred method of communication – Choose the best contact form carefully. More often than not, people have a vast list of Social Media platforms they’re in. Tweeting and commenting in a blogger’s article are, in my opinion, the best ways of approaching a blogger for the first time. A first non invasive contact will increase the chances of getting someone to read a rather lengthy email.

Final Thoughts

In a nutshell, be relevant, respectful, targeted and professional and you will find bloggers to be much more approachable than your average newspaper subeditor – but remember do it wrong and you (and your client) can easily get named and shamed…

Xavier Izaguirre joined Social Media Library in November 2009 working as part of the Research Team. Prior to joining Social Media Library, Xavier completed a Masters Degree in Marketing and Communications at Westminster University, London. An active user of Social Media platforms, Xavier is very passionate about new trends in communication and Social Media Marketing contributing towards a number of online campaigns within the Educational Sector.

Follow Xavier on Twitter at @Xavi_izaguirre