“Earned media (or free media) refers to favorable publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising. Earned media often refers specifically to publicity gained through editorial influence, whereas social media refers to publicity gained through grassroots action, particularly on the Internet. The media may include any mass media outlets, such as newspaper, television, radio, and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor, editorials, and polls on television and the Internet.” – Wikipedia
Chris Abraham talks about Blogger Outreach:
I recently had a Twitter chat with Serena Ehrlich, Director of Marketing for Mogreet during which we discussed the fine points of blogger outreach.
We agreed on everything except on whether blogger outreach was pay-per-post or earned, what bloggers wanted from a marketing pitch.
To quote @Serena, “Just smile, pay and disclose,” in response to my post, “don’t roll your eyes at social media influencers.”
I quickly responded, “Funny. I am an “earned media” social media marketer. There’s never “pay” so much as “gift” which is generally access, info, news,” and Serena asked, “do you find them moving towards pay? All blog conference preach payment (but I’m earned too so I get ur point)” and I responded “Don’t forget, most bloggers online have never been corrupted by blogger conferences
” and, finally, “You don’t NEED to be sneaky in social media. You cannot CONTROL the conversation and you had better be as open as humanly possible.”
And that’s really the reason why people prefer the blogs and bloggers that offer predictable and controllable paid-content. Because you can control them by virtue of contracting with them over currency and sponsorship.
” and, finally, “You don’t NEED to be sneaky in social media. You cannot CONTROL the conversation and you had better be as open as humanly possible.”You need to provide fresh, relevant content which is within the realm of your target blogger’s topic of interest or expertise. It doesn’t hurt if it’s something cool or flattering; all bloggers love to be associated with trendy memes, probably because the newest, most trendiest topics are hot search bait. Bloggers are susceptible to ideas about a brand they like and respect, or a product they have always loved, have been interested in trying, or a product have never heard of, perhaps one which has not yet been released.
Being offered exclusive content, getting to be first kid on the block for something, or having the bragging associated with being identified, tapped, and invited, openly, into the fold of a worthwhile organization.
chatWithSerena 300×172 Blogger outreach is only earned media and not paidIf you need to pay a blogger a posting or linking fee in order to get them to write about you, your social media agency is not doing their job; in fact, they’re just spending your money and they’re getting easy and safe posts but they’re certainly not doing right by you when it comes to identifying, engaging, and building a true relationship with the taste-makers and influencers in your space.
Once you have identified and targeted the bloggers with which you’d like to trade links or post leads, you need actual content for your posts.
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