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

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

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

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

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.