By: Sara Urquhart. Photo by: Justin Hackworth
Working your brand is just beginning to work with bloggers,
or you’ve been building blogger relationships for years, watch for these four
common missteps.
1. Assuming all bloggers are alike. It may be
tempting to assume that because you’ve worked with a blogger, you understand
how to work with every blogger, but every blogger is a unique business with her
own rates, policies, and set of skills.
Instead: Spend time getting to know
each blogger you work with so you can build the best working relationship.
2. Believing you know what a blogger does best. In
new media, successful bloggers have a variety of strengths that make them
effective brand partners. Beware of presuming a narrow definition of a
blogger’s strengths.
Instead: When you engage with a new
blogger, let her guide you to her strengths.
3. Having rigid expectations. Being set on one
approach will likely limit the benefit a blogger can bring to your brand.
Instead: Approach the partnership
with flexibility, and allow for innovation. If you’re willing to let bloggers
experiment with you on their platforms, you’ll have more success.
4. Taking advantage of your agreement. If you’re
asking for “just one more blog post” or “one more tweet”, a blogger may not
feel you’re respecting her time, skills, and craft, and that will likely
negatively impact your relationship.
Instead: Show respect by always
keeping communication open and compensating fairly. When a blogger feels
respected, you’ll almost certainly benefit from her generosity.
