Jonathan Thaw of the Red Herring posts a well balanced tipsheet how to build buzz on the blogs: Love them or hate them, Weblogs could help make or break your startup’s marketing strategy. Here’s how to make them work for you. The first item comes from the interim vice president of marketing at Plaxo, which has been blogged to death.
Concludes Mr. Epstein: “Blogs influence the influencers.”
To his point, Jeff Jarvis:
I've been arguing nonstop, as you sadly know, that blogs influence the influencers.
They quote me as the blogging startup guy giving advice to startups:
5. Join 'em… Become an active participant in the blogsphere – by starting your own blog.
“Blogging is not a technology, it’s a community with its own culture,” says Ross Mayfield, CEO of Socialtext, a Palo Alto, California-based social software company. “Blog and link to other blogs, hold conversations, speak in your own voice and you will find a following and influence.”
6. …but not just for publicity
Bloggers can smell a rat: Public relations and blogs don’t often mix. “If you create a Weblog or start blogging for the sole sake of seeking publicity, you’re probably doomed to fail,” says Mike Spataro, an executive vice president at Weber Shandwick, a New York City-based public relations company.
Instead, Mr. Spataro suggests that blogs should be a way for companies to garner feedback on their products and services. “Think ‘thought leadership’ rather than pure publicity,” he adds.