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Target audience: Marketing professionals, PR pros, brand managers, SEO specialists, businesses.

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.

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.

While it’s absolutely essential that your client be exceptionally game, generous, and have desirable products, all the magic happens in the Inbox and the secret sauce of any successful blogger PR campaign is kindness.

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

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.

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.

Everything the blogger does on your behalf -- for free -- is a gift, a blessing, a mitzvah!

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.

Becoming an influencer is the best thing we have done; also, just say no to clients and products that won't work with social media marketing.