Socially Adept

Feeling The Pain of Strangers in the Blogosphere

When I started this blog I joined a community.  In some respects, I joined a secret society.  There is no hand shake, no code word, no visual indicator that allows bloggers to nod in passing as if to say, "we belong."  All we have is a URL that links us to each other and an RSS feed that reminds us that there are others out there.  Simply put...just words on a page to tell our story, whatever that story may be.

Occasionally, real world circumstances occur that remind us all that the blogosphere, as big as it may be, is still a community that relies on the people behind the keyboards.  When Om Malik informed his community of readers and fellow bloggers of his current health condition, I admired his courage and dedication to share his life with so many perfect strangers.

When news of Ashley Spencer's death (a popular member of the twitterati) broke on Twitter and Utterz, the out pouring of support was amazing.  Tweets were captured in one place for all to review, badges were created and donation widgets embedded to help support the 20 year olds family.  Over 65 people replied to the Utterz post and the community has raised nearly $6,000 in donations for her family.

When Andrew Olmsted wrote a final post for his blog prior to being killed in active duty in Iraq and enlisted a friend to upload his final words, I felt honored and privileged to gain a little insight about a man I had never met.  I was beyond moved at the caring words he had for his wife and reflected deeply on how his words could provide solace and comfort to so many other grieving family members. 

His words were powerful and went beyond war and politics; as he intended.  Andrew was one man, of his own opinion, leaving behind a perspective so many of us will never understand but should familiarize ourselves with.  One man, in a community of many, believing in a cause and delivering a message.  A complete stranger to me who has left a lasting impression on my life and my perspective.

In some ways, I wish I'd never have to read posts, tweets, messages like this again but I'm not as naive as my photo may suggest.  All I can do is take notice and absorb these words into my life.  We all have a reason for sharing the personal information that we do with perfect strangers.  Sometimes the goal is not to educate people about the costs of war or the dangers of cigarettes.  Sometimes the goal is to merely share our story in an effort that it will merely be heard.

I for one... am listening.

Adding Value to your Blog Audience

Last week, Mack Collier, popular Social Media Blogger at The Viral Garden, continued his discussion on How to Launch a Successful Blogger Outreach Program in One Day.  This edition of the conversation focused on how companies can approach bloggers if there is currently little to no online chatter about the brand.  As Mack states, adding value for your audience can have an immediate impact on conversations about your brand.  Some of you may be scratching your head and wondering what that means.  How can you add value beyond the value your product or company currently provides?

Your first instinct may be to utilize traditional PR materials and redistribute them to the blog to increase exposure and drive traffic back to company news.  Another idea may be to take previously distributed content and post it up on the blog to see if it generates a conversation.  Don’t be disappointed when your audience doesn’t get excited about materials they can find elsewhere on your site or have seen before in the past.

Adding value means providing content, materials and conversation that expands upon your existing brand presence.  Use this venue to let people inside the operation and understand what makes the company tick.  I’m not suggesting that you give away the company “secret sauce,” but be passionate about the industry and ask yourself, “what do our customers need to know?”

If your company makes performance apparel for athletes that keeps you cool in hot weather, blog about all of the sports that could benefit from your offering.  I’m much more likely to talk to you if I believe that you use the products and they work.  Ask me what products I’d like to see you develop using your “state of the art technology” and you’ll have me hooked!  Don’t paint yourself into a corner by focusing solely on the technology that makes your clothes superior and news from the company.  Your customers don’t really care how it works; only that it does. 

There will always be an opportunity to mention a new product, discuss the addition of a new team member or even announce that you had a great quarter, but the primary focus should be on getting the people to your blog and keeping them involved in the conversation.  And most importantly, the conversation needs to come from a real person.

*Important Note: Start thinking about who you want your customers and potential customers to be conversing with before you launch the blog.