If advertising and public relations were the best ways to connect with a company's audience through traditional media, and blogs are the best way to connect with millions of customers through the medium of online consumer generated media, then how can companies best use blogs to connect with their audience through the medium of consumer-generated media?
The answer is through blogger relations, the process of interacting with bloggers and blog readers to get a company's message to an audience. This book targets business people, marketing professionals, public relations firms, search engine optimization and online marketing agency staff with a primer on the importance of corporate blogging and how to conduct a successful blogger relations ongoing campaign.
Chapter One: How the evolution of the web created the need for blogger relations
Chapter Two: Determining if your organization should conduct blogger relations?
Chapter Three: Developing a blogger relations strategy
Chapter Four: Blogging guidelines
Chapter Five: Tools for blogger relations
Chapter Six: Skills for blogger relations
Chapter Seven: The art of conversation for effective blogger relations
Chapter Eight: Strategies for Effective Blogging
Chapter Nine: Blogosphere Communities
Chapter Ten: Blogs from the customer's perspective
Chapter Eleven: Future of blogger relations