But social media doesn't come naturally to everyone. Bloggers are (sometimes) being lumped in with journalists as simply another mouthpiece. Bloggers are a different breed and they need to be thought of differently. Bloggers can be influencers who have committed audiences - and this is the important part - who trust the bloggers and believe what they read on blogs. But in some cases, agencies don't understand the nuances between pitching a journalist and pitching a blogger.
Chip Griffin at CustomScoop has written a white paper called The 7 Deadly Sins of Pitching Bloggers (pdf). You should look at the file for the full scoop, but the main takeaways are:
- Failing to be transparent - Wal-Mart learned this the hard way
- Appearing to bribe - Microsoft and their laptops-for-bloggers campaign comes to mind here
- Lacking your own blog - blogging is as blogging does. You need to connect with the people in their world
- Making a bad pitch - personalize your pitch, understand the space, don't overpromote
- Being scripted - be natural and conversational in your approach
- Forgetting everything is "on the record"
- Making claims that can be easily disproved - especially in this digital era, where every tidbit of information is available on the Web.