Corporate blogging had increased each year, the research found, from 19 percent of Inc. 500 companies in 2007 to more than 50 percent in 2010. But 2011 showed a decline, with just 37 percent of the Inc. 500 blogging.

Why the decline? One possible explanation is that companies shifted to Facebook, Twitter, etc. because they saw better results on those platforms. Another explanation is that those platforms are cheaper and easier. Creating content for a blog takes time and money, and maintaining it is an ongoing investment.

Blogging Is Not Dead…Again

Whatever caused the dip, corporate blogging is not dead, nor should it be. In fact, there are convincing reasons corporate blogging should be a centerpiece of your social media marketing plan:

Social Media needs content. Without a blog, what are you sharing on Facebook and Twitter? Engagement is critical on Facebook — it factors heavily into how visible your updates are to fans — but content is what sparks that conversation. Blog posts are excellent fodder for conversation.

Search engines love blogs. The sheer volume of content you create on a blog gives search engines more material to show to searchers. The frequency of updates also signals search engines to visit your site more frequently. And unlike Facebook posts, Google is indexing your blog posts. Once a Facebook update has vanished in the stream, it’s as good as gone.

Your customers need a destination. You’ve got a vibrant Facebook community. Your fans respond enthusiastically to your updates. They’re primed to buy. Where do you send them? A competitor’s website? Let’s hope not. A blog gives you a branded destination and brings them one step closer to a sale.

the Decline in Corporate Blogs is an opportunity

Think of a blog as real estate. Your competitors all own land, too, but some of them just abandoned their land to rent a condo in Boca (aka, Facebook…obviously). If you continue to develop your land, you’ll be primed for growth, while your competitors will be beholden to their landlords.

Does your company have a blog? Has it ever abandoned a blog? How do you measure your blog’s contribution to your business?

Bazaarvoice CMO Erin Nelson recently wrote in Forbes magazine that Millennials making a buying decision are likely to seek advice from “those with relevant experience,” rather than friends. Equip those influencers with tools to create content about your brand, says Nelson.

Why Facebook Marketing Misses the Mark

I’ve always been skeptical of companies that focus too much on Facebook. Sure, Facebook has 4 gazillion users, and yes, the average user spends 32.7 hours per day there. But Facebook marketing has always focused on status updates, which only reach the Newsfeeds of your existing fans. The real gold is in reaching Friends of Fans.

Reaching Friends of Fans (FOFs) got easier in late 2011 thanks to new features Facebook launched — primarily the ticker. But getting fans to interact with you in a way that’s visible to friends is still a challenge for marketers. And as Nelson points out, Millennials place limited stock in the advice and recommendations of their friends.

Beyond Facebook: Reaching Influencers

One of my favorite marketing tactics, blogger outreach, works because you’re tapping trusted bloggers to carry your brand message. A credible blogger can wield tremendous influence with your target market. And bloggers help you reach new audiences, whereas Facebook updates primarily reach existing customers.

Influencer outreach is about more than publicity campaigns. Your customers — the very strangers who influence Millennials’ purchasing decisions — are already creating content about you, some good and some bad. Nelson says finding this content and making it easily accessible to Millennials at the moment of their purchasing decision is key.

So who are these influencers? It used to be simple: Mainstream media, celebrities, etc. Today, the most influential voice in your customer’s purchase decision might be a blogger, a Yelp reviewer, or a MeetUp group organizer.

The challenge for marketers is discovering — and winning over — those influencers.

For more information on creating an influencer relations strategy to win over those who influence your customers and prospects, contact us today. 

I’m not much concerned with the politics of the decision, or the debate about Komen’s intentions. I’m focused on the PR response that followed. Apparently, Komen has been deleting negative comments from its Facebook Wall and other social media channels.

deleting negative Facebook comments:
is it ever a good idea?

Let’s look at it from a brand’s perspective: Your Facebook Page is your property (well, technically it’s Facebook’s property…), and you want to portray your brand in the best possible light. It’s a marketing channel and you want to win over new customers and keep the loyalty of existing customers. You have every right to delete comments that tarnish the image and message you’re trying to convey.

Okay, fair enough. But it’s still a bad idea. Here are three reasons why:

• Transparency. Like it or not, consumers demand greater transparency today than ever before. When brands scrub criticism from their Facebook Walls, customers are pretty quick to sniff it out, and they’re not afraid to point it out when you whitewash them. On the other hand, brands that embrace all feedback earn points for their receptiveness to criticism.
• Backlash. Think that negative review came from someone with an axe to grind? Imagine how PO’d they’ll be when you delete their negative comment. They’ll repost with renewed venom — then they’ll tell 100 friends, plus point out how you deleted their initial comment. Then you’ll start hearing from others who had a similar experience. Good luck sweeping that PR backlash under the rug.
• Customer Service Opportunity. Whether it’s a single negative review or a groundswell of criticism, negative feedback is a golden opportunity to show that you’re listening, you’re responsive, and you care. Remember, it’s often how you respond, rather than the initial complaint, that shapes customers’ opinions of you.

When Deleting Facebook Comments Makes Sense

There are a few cases when deleting comments is acceptable — if a comment uses obscene or threatening language, or violates your community guidelines, for example.

Do you have community guidelines for your Facebook Page? Maybe you should. What about a response and engagement plan? A social media engagement plan (sometimes called a social media policy) will advise you how to respond in various situations. A good social media plan explains when it is acceptable to delete a comment and what the protocol is, as well as when and how to respond to other comments.

On a recent episode of The Marketing Squad, I shared eight tips for building brand-blogger relationships, and thought I’d summarize them here. These are tactical tips, only — pure nuts ‘n’ bolts. I do these eight things every time I discover a new blogger.

Here’s are five tips:

1. Subscribe to Blogs. No-brainer, right? But plenty of folks have never subscribed to a blog. Familiarize yourself with an RSS reader like Google Reader and subscribe for updates. Get in the habit of catching up on feeds for a few minutes each day.
2. Create Folders in Your RSS Reader. After I subscribe to a blog, I immediately add it to a folder in Google Reader. I have folders for Charlotte mom blogs, Charlotte food bloggers, fashion blog, and more. This lets me scan a category quickly each morning.
3. Rename Blog Feeds. By default, Google Reader displays the blog’s name, but I need more detail. I rename each feed to include the blog title, author’s full name, and author’s Twitter handle.
4. Create Blogger Lists on Social Networks. I suggest lists because it’s too easy to lose sight of bloggers in the stream of everyone you follow. Creating lists on Twitter, Facebook and Google Plus lets you easily scan within a category, just like in tip #2 above. Make your lists consistent with your RSS reader lists.
5. Add Bloggers to Your Contact Database. So you’ve built rapport with a blogger. She likes your brand and is open to PR outreach. Do you have her email address? Phone number? There’s nothing worse than having a story that’ll resonate with a blogger, only to discover you don’t have their contact info handy.

Want three more (or is it four more…) tips? I share the rest on The Marketing Squad. Have a listen and tell us what you think.

The #PRdefined campaign asked PR, marketing and communications professionals to contribute to the definition. After more than 900 submissions, PRSA generated a word cloud to extract the 20 most common words submitted for inclusion in the definition. Here are the top 20:

• organization” (present in 388 submissions)
• “public” (373)
• “communication” (280)
• “relationship(s)” (260)
• “stakeholders” (172)
• “create” (170)
• “mutual” (158)
• “understand” (153)
• “build” (152)
• “audiences” (147)
• “inform” (144)
• “management” (124)
• “brand” (119)
• “company” (116)
• “business” (112)
• “people” (100)
• “engages” (94)
• “client” (92)
• “awareness” (88)
• “maintain” (81)

Define PR Without Saying “Public” or “Relate”

I’m not a fan of labels. Still, they exist for a reason: People need shortcuts. The shorthand of labels lets us define ourselves succinctly to the world and lets the world identify and recall us. If you don’t choose your label…hone it, cultivate it…others will ascribe one to you.

The public relations industry — and public relations professionals — are no different. And the definition attached to the label does matter…sorta. Perceptions of the PR industry are shaped by the behaviors of its members, for better or worse, but how we define ourselves helps frame those perceptions by providing context.

PR has changed dramatically in recent years. I couldn’t tell you what “public relations” meant in 1990 or 2000 (most PR professionals couldn’t either, let alone the general public). But I know whatever definition we used 20, 10 or 5 years ago is obsolete today. Self-publishing tools (blogs, YouTube, etc.) and social networking have turned concepts like “brand,” “message,” and “media” on their heads.

It’s no wonder the 20 words above have a generic, lowest common denominator feel to them. Do you get the sense we’ll end up with “Public relations helps organizations and individuals relate to the public?”

Your Turn: What’s Your Definition of PR?

Think you can define PR? I’d love to hear your definition. Let’s spur a little discussion about this, shall we?

I’ll break down other aspects of the Purrsuit in future posts, so for now, let’s focus on QR.

The Purrsuit featured 26 two-person teams following clues to locations across Charlotte. At each location, teams completed Purrsuit Challenges and shared photos, videos and updates to Facebook, Twitter and other networks.

QR codes were used for navigation, clues, challenges and more. More than 50 QR codes were involved and more than 500 QR scans were recorded. Examples of QR code use in the Purrsuit include:

(To see actual examples from the Purrsuit, click here).

• Text Navigation. Contestants scanned a QR code that generated turn-by-turn instructions via a text message. We used this technique for driving directions and walking directions.
• Maps. QR codes also linked to Google Maps for navigating from one check-in site to the next.
• Personalized Audio Messages. This was my favorite use of QR codes. Using the Audioboo mobile app, I recorded personalized messages for each team. I then created a 26 personalized QR codes linked to the recordings. When teams arrived at Allen Tate’s office in Uptown Charlotte, they scanned their personalized QR codes for directions to their next check-in location.
• Tweets. At Second Harvest Food Bank and other locations, teams could scan a QR code that queued up a Tweet about hunger in the Charlotte community.
• Events. Also at Second Harvest, teams could scan a QR code that added the Taste of the Panthers event to their mobile calendars. The event listing also included a link to the Taste of the Panthers ticket purchasing site.
• Mobile Apps. By scanning a branded QR code, teams could download the new Carolina Panthers mobile app from the iTunes App Store, Android Market or Blackberry App Store. The download script detected their mobile device and automatically launched the appropriate app store.
• URLs for Purrsuit Challenges. Details of most Purrsuit Challenges were printed at check-in locations, but for some stops, teams scanned a QR code taking them to a unique page on PanthersPurrsuit.com with details of the challenge.
• YouTube Videos. Improv comedy had a featured role in the Purrsuit. Teams unfamiliar with improv could scan a QR code to see examples of various improv skits performed by the “Whose Line Is It Anyway?” cast.
• Facebook Like. We used QR codes to allow teams to “Like” the Purrsuit sponsors on Facebook. Simple, effective.
• Contact Info. I created a QR code that would add the Purrsuit email address and phone number to contestants’ mobile devices. It was a good plan — one of the challenges was supposed to require them to email a photo to us. Unfortunately, I scrapped that challenge at the last minute.
• Registration Page. This was another use of QR codes linked to URLs. We added a QR code to the Panthers game-day program ad. Announcements on the big screen and over the PA during Panthers home games promoted the Purrsuit, and a QR code in the program took fans to the sign-up page.

QR Code Best Practices from the Panthers Purrsuit

QR codes are just one piece of mobile marketing. Good marketers take an integrated approach to mobile, social media, email, search and other marketing channels. Over the next few days, I plan to share more details on what worked, what didn’t work, strategy, tactical decisions and more. Stay tuned!

Here’s the link to the Panthers Purrsuit QR Codes sample page again…just in case.

And it’s all playing out online via social media.

It’s called the Panthers Purrsuit, a one-day social media challenge I created for the Carolina Panthers. Panthers Purrsuit 2 is Saturday, Oct. 29 and registration is now open. Click here to register a two-person team.

Why Compete in the Panthers Purrsuit?

• Awesome Prizes. The grand prize is a trip for two (2) to Indianapolis about the Panthers charter flight to see the Carolina Panthers take on the Indianapolis Colts. Runner-up prizes include autographed Panthers merchandise, gift certificates to local restaurants and more.
• Bragging Rights. Yes, you absolutely must trash talk your friends. Last year’s Purrsuit featured smack talk of epic proportions. So bait your friends into competing…then bring the heat! Sign up here.
• Fun. Check out the pics from Panthers Purrsuit 2010 on Facebook. You’ll see…
• A One-of-a-Kind Social Media Event. No event in Charlotte combines photo-sharing, checking in, videos and social media like the Panthers Purrsuit.
• Costumes. The Purrsuit is Oct. 29 — Halloween weekend! Last year’s participants include a Burrito Bandit, Scooby Doo, an opera diva, Tweet-y Bird (get it…Tweet-y?), and a king and queen.
• The End Zone Celebration. Rally to the finish and join us for a celebration at the end of the Purrsuit. Location is still TBD. Connect with other Purrsuit contestants, share stories with friends, have a drink and celebrate after a day of fun.

How to Sign Up for the Panthers Purrsuit

It’s easy to get started: Choose a teammate. Register at Panthers.com.

It’s that simple.

You can also follow the Purrsuit on Twitter (@PanthrsPurrsuit) and Like the Facebook Page for event invites, tips, and bonus contests.

I can’t wait to see you at the Purrsuit on October 29!

I saw a rocket. It was about to fly in outer space. The guy said “5…4…3…2…1…Blast off!”

The astronauts were eating their food and drinking their drinks. They were taking turns.

This rocket was exploding. Then it was going in a volcano, then it explodes again.

A fireball was coming out of space. The rocket was flying past Earth.

Then the rocket was landing. And it was crashing into stuff. It didn’t pay attention.

The End.

I spend my days helping brands write and tell their stories. I’d trade a million of the brand stories I’ve written for just one told by my favorite storyteller. I love you, Ri Guy.

The confusion is one of definition: What does “blogger outreach” include, precisely? Pitching a blogger in pursuit of free publicity? Sponsoring a conversation on a topic relevant to your brand? What about paying a blogger to write a post for your blog?

Lack of clarity creates problems for brands, bloggers and PR firms. Confusion can lead to unrealistic expectations by all parties, leading to resentment or worse.

A Few Blogger Relations Definitions

I’ve helped multiple brands with blogger relations and blogger outreach. Here are a few rough definitions I use to encourage clarity:

Blogger Relations vs. Blogger Outreach. “Blogger relations” is a better term for how you should approach bloggers. “Blogger outreach” suggests a one-night stand mindset: Short-term and focused mostly on the brand’s need. “Blogger relations,” on the other hand, suggests a long-term commitment to working with bloggers to the benefit of both parties.

Pitching a Story. A one-off pitch isn’t a bad thing, per se. Sometimes you news that’s relevant and interesting to a blogger…a new product, a special event. It’s not guaranteed coverage, but done effectively, a good pitch can generate valuable “free” publicity.

Hiring Bloggers. Paying a blogger to write under her own name on your brand’s blog isn’t PR, in my book — it’s a hire. The blogger may be a contractor, but it’s still a hire. I’m not sure of the benefit of this scenario…maybe traffic via the blogger’s social network? For all the trouble and expense, why not just nurture your employees to be bloggers and build their networks?

Paid Brand Ambassadors. When you ask a blogger to blog, Tweet, and Facebook for you from their personal accounts, you’re asking them to be brand ambassadors. If you want them to deliver a specific message, include specific campaign elements, or a post at a certain frequency, you better plan on paying them. After all, you’re asking them to work for you.

Sponsored Conversation. A discussion on a topic relevant to your customers and your brand can be better than a straight-up promotion. It’s more welcome than a commercial message and opens the door to a true conversation with your customers. A sponsored conversation can jump start that discussion if it’s not happening organically.

Blogger Collectives. If you don’t want to build your own blogger lists, blogger collectives are an option. Bloggers apply to join a collective and may be required to meet certain criteria: Posting frequency, responding to comments, number of followers, etc. For a fee, the collective will disseminate your offer to members. In many cases, you’ll also need to include some form of compensation for bloggers who choose to participate in your campaign.

Blogger Relations Program. The best blogger relations programs include many of the elements above. They’re comprehensive, long-term, and foster a symbiotic relationship between brands and bloggers. Good blogger relations programs are integrated into an overall communications plan. They align strategically with 30-day, 6-month and 12-month calendars. Listening is a centerpiece — they adapt and evolve based on valuable feedback from bloggers and their readers.

In Blogger Relations, Little Details Matter

My advice to PR is to obsess over details. I make sure clients are crystal clear on every detail of our blogger relations plan: Budgets, message(s), call-to-action, responsibilities, etc.

Bloggers: Do the definitions/distinctions above make sense? PR pros: Do your blogger programs address various types of blogger outreach?

Here’s the skinny: Food bloggers and parent bloggers in New York were invited to a VIP dinner with celebrity chef George Duran of TLC’s “The Ultimate Cake Off.” The dinner was at Sotto Terra, “an intimate Italian restaurant,” according to the invite. The bloggers would have a chance to discuss food trends with industry analyst, Phil Lempert. They were even given an extra set of tickets for a reader giveaway.

Instead of a gourmet meal prepared by a celeb chef, the bloggers were “treated” to a frozen, grocery-store lasagna by Marie Callender’s, a ConAgra Foods brand. Hidden cameras captured their reactions to the meal, presumably for a future ad or social media campaign.

The bait-and-switch stunt infuriated many bloggers. It’s an ideal case study in how to do blogger outreach poorly.

Where ConAgra Foods and Ketchum PR Failed

When you ask bloggers to write about you — when you’re seeking earned media — you’re hoping to leverage the goodwill they’ve built with readers. Bloggers work hard to earn that trust, and it’s valuable to them…and to you.

ConAgra and Ketchum betrayed that trust. Where did they go wrong?

• Dishonesty. People don’t like being duped, bloggers especially. Many see themselves as quasi-journalists or full-fledged journalists. The invitation, the set up…it was all misleading. Even if there was no outright lie, it was sleight of hand at best.
• Failure to Research Bloggers. Had Ketchum PR done its homework, they’d have known many of the bloggers they invited oppose artificial ingredients, chemicals and dyes. Several of the bloggers prefer organic foods. Others talk about food and chemicals. ConAgra’s product conflicts with the values of the bloggers it pitched exploited.
• Breach of Trust. By misleading bloggers, ConAgra and Ketchum tricked the bloggers into unwittingly misleading their readers. After writing pre-dinner posts about their invitation, several bloggers had to apologize to readers. Mom Confessionals wrote:

I want to deeply apologize to my winner and her husband, my children’s beloved pediatrician.  They were expecting an amazing meal and a true experience at the hands of famous Food Network chef they were fans of and were left with a really foul taste in their mouths.  I too was completely surprised and I promise you, had I known, I would not have encouraged you to sacrifice your valuable time and money only to be tricked.  I am profoundly embarrassed and hope that you will accept my sincerest apologies.

ConAgra may have been oblivious to how ill-conceived its blogger outreach campaign was, but Ketchum should have known better. It’s time for big PR agencies to quit making excuses and learn how to do blogger relations right.

Blogger Relations Lessons: Takeaways from the ConAgra Blogger Outreach Misfire

Smart PR pros and brands will learn from this blogger outreach backfire. Here are my takeaways:

• Be Honest. Shouldn’t this be PR 101? Even if Ketchum and ConAgra didn’t lie, per se, their approach was sleight of hand at best. Transparency is a social media buzzword, but it’s also a cornerstone of ethical public relations.
• Blogger Relations, Not Blogger Outreach. A good blogger PR program is built on relationships. Good relationships are built on trust and respect, and they’re nurtured over time. Betray that trust and you burn the bridges to your customers.
• Know Your Audience. Good blogger relations starts with understanding the blogger. What does she write about? What are her values? Is your product consistent with those values? Again, it’s about respect.
• Value Bloggers’ Time and Effort. There are times when it’s appropriate to pay bloggers, and times when it’s not. Regardless your views on if it’s appropriate to compensate bloggers, a frozen lasagna is a paltry reward for getting gussied up and schlepping across town. Blogging is a third full-time job for many bloggers, behind a career and parenting. Respect their time.