Clickable Culture   Official Research Blog of Phantom Compass
  Blog Marketing Strategies Deconstructed  
Posted 2005-05-12 by Tony Walsh
I wouldn't use ClickZ as my personal punching bag if they didn't keep begging for it. Today's "actionable analysis" pertains to "Blog Marketing Strategies (and How to Measure Them)." Author Heidi Cohen seems to borrow liberally from related articles, notably Robin Good's "How To Measure A Blogger's Popularity And Reach: The Big Jump" (commented on here) and Seth Godin's recent post "What Every Good Marketer Knows."

Cohen's main piece of advice is for marketers to monitor the blogosphere for references to their clients, and then attempt to steer the conversation in a favourable direction: "Read blogs related to your product or company to understand the blogger's perspective and audience. Strategically respond to postings to initiate dialogue. More genuine that [sic] a PR pitch, this approach can also help correct misinformation." I'm not sure a strategic response is the same thing as a genuine response.

Cohen sees blogs as a venue marketers can control--where marketers can assert authorship in a space they were not invited to in the first place. The approach here is not only flawed, but could easily backfire. If anyone is initiating dialog here, it's the blogger--the marketer is playing catch-up, but will never succeed. Furthermore, Cohen doesn't encourage transparency or honesty with regards to motives. Any marketer who astroturfs or spams the blogosphere is likely to do so inexpertly, and, if discovered, is asking for the exactly the wrong kind of exposure.
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Comment posted by Tony Walsh
May 18, 2005 @ 9:14 am
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