Unless you have a signed contract with a blogger for advertising or some sort of goods/services exchange, bloggers owe you nothing.
Not one tweet. Not one Flickr photo. Not one Facebook mention. Not one blog post.
They do not owe you “buzz” just because you fed them tacos or beer at some event.
You want a tit-for-tat arrangement, go buy advertising or set up a contract that they will tweet X number of times about your brand in exchange for Y sponsorship money (or whatever.)
PR folks are paid to figure out how to build relationships with bloggers.
Bloggers are not paid to figure out PR (um, they’re usually not paid at all for blogging.) They do not blog to build your brand. They blog for themselves and their readers.
I’ve been stewing on this since reading Amber Naslund’s excellent A Dear John Letter to PR Folks. My favorite quote in her post:
“My blog is an intellectual adventure for me, not a channel for you. (emphasis added) I intend to keep it that way.”
Yes, it’s a pain, but if you want what bloggers already have, then you’ll have to do what we did – work for it.
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