10 Tips for Social Media Outreach

1. Be transparent and clearly disclose who you are and/or who you work for in any correspondence via e-mail, in comments or on social networks and forums2. Never use deceptive means, such as leaving fake controversial comments or pretending to be a “fan” of a product or service, to get coverage on a blog

3. Don’t pretend to read a blog if you don’t, it comes across as disingenuous

4. If time allows, read the blog on which you hope to get a mention and develop a genuine relationship with the blogger as a reader. When appropriate, comment on the blog and discuss other things besides the pitch

5. Never leave comments unrelated to the post

6. In general, even when it seems related, don’t leave a commercial-sounding comment on a post

7. Don’t send formulaic (cut and paste) pitch letters. Treat each contact with a blogger as an opportunity to have a conversation about their interests and how your product might align

8. Don’t pester a blogger to write about something, instead share information with them or ask their opinion about the product or service

9. Take care when offering free stuff to bloggers as it can cause a backlash with those that didn’t get the free stuff and with readers who might question the blogger’s objectivity

10. Check out the blogger’s “About,” “Contact” and “Advertising” page (if they have them) in an effort to see if they have blatantly asked not to be contacted by PR/Marketing companies and to learn more about their preferences