Do Green Blogs Matter?
That's the important question for green building companies and pr professionals. What exactly is the impact that social media and blogs are having on traditional news delivery?
Well, according to a recent survey of US journalists by Brodeur, a unit of Omnicom group, blogs are not only having an impact on the speed and availability of news, but also influence the tone and editorial direction of reporting. The online survey was conducted among a random sample of North American reporters and editors, and was focused on understanding how social media and blogs influence their work. The study found that blogs are a regular source for journalists. Click here for a PDF summary of the survey findings.
In a (green) nutshell: "Over three quarters of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue. Nearly 70 percent of all reporters check a blog list on a regular basis. Over one in five (20.9%) reporters said they spend over an hour per day reading blogs. And a total of nearly three in five (57.1%) reporters said they read blogs at least two to three times a week."
What does this mean for you? Stay on top of the green blogosphere.
1. Track the green blogosphere for several weeks to better understand the individual bloggers (and commenters).
2. Add selective, and relevant comments, to existing posts. Avoid overly promotional comments.
3. Link back to your company (or personal) blog to begin developing a relationship with the blogger.
4. Pitch the blogger on a highly targeted story idea.
5. Continue the process all over again. Remember, it's a journey not a sprint.
For a list of relevant green blogs, check out The Best Green Blogs Directory. Good luck.
