Microblogger Relations: The Next Pitch?
Sunday, September 20, 2009 at 4:08AM
- Image by Getty Images via Daylife
Now that I play on both sides of the street, an independent blogger and a public relations practitioner, I'm often hyper-aware of what pitches the teams I'm on are sending and who we're sending them to. With that said, it probably comes as no surprise that I can't help but think about how, as a blogger myself, I'd respond to outgoing pitches.
There are usually three scenarios that happen:
- I almost wish I was one of the bloggers on the target list because the product, service, event, or announcement is that freakin' cool.
- It might not be a total fit for my blog, but I can think of several bloggers I know who would be really excited about being approached.
- My first instinct is to say: "This is so freakin' cool/interesting/fabulous!" and then there's the but..."But I don't know if I could do a whole blog post about it...but would tweet the cheese out of this thing!"
Then it got me thinking. Don't we often use Twitter to share things we may or may not cover on blogs? New discoveries, a-ha moments, and things we think are just plain cool?
What if, I, being on the public relations side sent you a pitch asking for coverage on Twitter? And blog coverage was a bonus?
Would you think that was weird?
So if you're a brand or company reading this, you're probably wondering how this adds value.
Here's the deal...sometimes the buzz around certain (not all) announcements, events, and product launches is more effective if it's short and powerful. Blog posts are meant to be evergreen, if you're promoting something with a time limit, I would offer the counsel that Twitter would be the way to go.
An example case of what I mean:
Big brand grocery store is going to do an unprecedented sampling of their generic/store brand products this coming Saturday (it's the Tuesday before). Their agency has identified ten influential bloggers they'd like to engage. The pitches go out that afternoon, two of the bloggers write posts that night, two more write posts over the next few days, the last six end up not covering at all. Not because they're lazy or don't think their readers will be interested or because they don't want to. It's because they get 15-20 pitches a day and well, that one got queued but didn't make it to post.
Now, let's take that same scenario but change the channel. The ten pitches go out, only this time, they're crafted around asking the bloggers to talk about it on Twitter if they think the promotion worthy and valuable to their Twitter following. A hashtag is created, the details around the event are offered, and the option for blog coverage is still open. In fact, there are YouTube videos available for sharing via already shortened urls, twitpics, and links to the company's website's store locator page. Nine end up tweeting that night with a couple of more through out the week, while one decides not to because they would rather blog about it. On Wednesday, two find themselves engaging in more conversation on Twitter about the promotion that they decide to blog about it to offer the information all in one place.
So...my question to you bloggers would be this: How do you feel about microblogger relations and being pitched to talk about a brand on Twitter?
Important caveat: I am not talking about paid tweets. This is all about identifying Twitter users who would find the pitch interesting and potentially valuable for their followers. This is not about pitching those with the most Twitter followers with in a niche. An important component would be the public relations professional doing their homework on this one as they should be doing with every pitch.
Another important caveat: If the pitch included complimentary product or service to review as part of the pitch, it would be encouraged (and expected) that the blogger would disclose just as they would on a blog post.
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Reader Comments (9)
A few quick things, I think the manufactured hashtag party is the kiss of death, but pitching to Twitter, whrrl or facebook audiences makes sense.
A few weeks ago I set up @JessReviews on Twitter, it's one product a day and it gives me a place to talk to y'all about "stuff". As usual, there is no pay for play
Come to think of it, if I find a cool product, an interesting article, a hot news, or anything worth sharing, I tweet about it anyway, so in a way, I'm already pitching these things to my followers.
Love the post, Jessica. Particularly for time sensitive subjects, Twitter can be such an effective tool! As a PR person, I sometimes worry that a "suggestion" may come off wrong in an email - do you think it's appropriate to "suggest" that someone use Twitter or is it safe to assume that they will if it seems like a good fit. I'm with Mom Tips, I'd probably usually tweet about it anyways!
Jessica,
This is great -- I often get items so last minute, that i just don't get around to doing a full post. Twitter allows for a quick buzz to be created, and with Retweets reach people that my blog might not. I can tweet from just about anywhere, where I might not be able to write from where I am traveling etc. I think PR people should really look at this approach. I also think it works for Facebook - for bloggers who have a fan page - I get alot of response on Facebook to simple short messages.
Shannon
I think if this was my first contact with a company, it would feel rather impersonal. Twitter is quick and easy so I'm more likely to feel used by a company that wants me to do their tweeting for them. But if it was an option rather than blogging about something it would probably come across as considerate of my time and the energy that goes into writing a post. If I had already worked with the company and they presented the idea in full about tweeting so it would be lighter on my load, etc. then I would gladly accept the offer.
Jessica, I think you really nailed it when you said that PR professionals doing their homework in choosing who to contact. Finding someone passionate about the topic or the benefits of the event to be promoted would have a lot more success than pitching those who have a large following and are thus pitched by everyone and don't have time to pass along all that information.
I use Twitter frequently but I wonder about the metrics here. Specifically how does the agency/brand track response rates. I suppose that you could craft a custom tinyurl to send people to a landing page.
As a blogger I would prefer to blog about something than tweet about it. From a time perspective it is the same to me as I don't promote items that I don't have personal experience with it. I'd rather have the luxury of unlimited space to comment than be limited to 140 characters.
Besides if I blog about it then it is going to show up in my Twitter feed anyway.
Jack...definitely agree on not promoting items you don't have experience with. I would never send a pitch for a product review in this manner. I'm talking more about upcoming events, special promotions, or announcements the bloggers I have a relationship with might find newsworthy.
Thanks for weighing in!
As a blogger, I think it's an awesome idea and actually, quite brilliant. :)
I think is a great idea. We already do it so often and so naturally. When I hear about a cool event, a free kids day somewhere, a product or recipe I'd like to try, etc, I almost always tweet about it. I definitely wouldn't be offended if a brand or event noticed that and approached me. It's always my call as far as whether it is a fit or not.
Twitter seems to be one of the most successful ways we generate interest in our own projects, and I think it would be very powerful for brands to engage Twitter users that way too.