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I thought I would talk a little bit about the tools of the trade — what we use to stoke excitement about our clients when we do blogger outreach and influencer engagement campaigns.

When I have a client that needs something launched in a big way I go at it with guns-blazing.

Remember, if your campaign doesn’t check all the boxes of being a publicity, PR, or buzz campaign, it won’t work as an earned media campaign.

Take your social media influencers to breakfast, coffee, lunch, drinks, dinner, nightcap — you decide what’s appropriate.

The state of the union of blogger outreach is good for brands and agencies but great for the bloggers and online influencers

I’ve been doing earned media blogger outreach as a profession since 2006 and a lot has changed. To be frank, there are a lot of bloggers with their hands out looking for pay to play these days that it can feel a little daunting.

Pitching all available bloggers simultaneously allows one to quickly — immediately — discern which bloggers are interesting in carrying the story and which aren’t, allowing my team to decommission all unsuccessful instances, releasing valuable resources, in favor of all instances that result in bona fide social media mentions.

I’ve run a social media marketing agency since Autumn 2006. In that time, we’ve learned quite a lot. One of my biggest learnings is that you can’t always get a direct bead on your demographic target–and that’s OK. We’ve worked for a broad spectrum in these five years, from health care and pharma to huge radio astronomy projects; from global non-profits to very specific public affairs campaigns. Social media marketing and blogger outreach and activation can be effective for everything, though it isn’t always clear how. B2B seems to be the least confident that social can help them but I believe we have really sorted it out: What I’ve learned is that if you cannot target your dream customer directly, you can target everyone around him.

At the end of the day, this is all about getting into permanent record. Second Life may be cool, and so may be IM, but these are all ephemeral — the web and the blogosphere is indexed and exists much longer and to greater effect the longer and deeper the penetration a site has into Google’s, Technorati’s, and Ask.com’s site indices.

A powerful technique for building community on blogs is to find a compelling item about your industry, products, and services, then search for blogs that are already talking about it on Technorati.