How To Avoid Learning Blog Lessons The Hard Way


The blogosphere has seen its fair share of imposter bloggers whose stated identity or affiliation is far from the truth. Sony indulged in such identity concealment in 2006 when its marketing agency launched and maintained a blog to build buzz around the soon-to-be-released PSP gaming unit—only, the blog was purported to be the homemade effort of a fan. When the scam was uncovered, the company endured a maelstrom of blowback, especially in digital media.

But instead of riding out the storm, Sony executives took the crisis as an opportunity to launch their own blog to regain some control over messaging. The resulting experience led the team to develop the following list of lessons learned:

1. Don’t fake it.
2. Get everyone invested.
3. Create an editorial calendar.
4. Watch what the industry’s saying.
5. Ask people for their input.
6. Simplify the approval process.
7. Remember that a blog name doesn’t matter.
8. Pick a platform that can scale in size.
9. Learn lightweight HTML.
10. Listen as best you can.
11. Communicate expectations.
12. Innovate.
13. Provide options for participation.
14. Weigh hard and soft metrics.
15. Track against your goals.


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.