New Media, New Opportunities
Bob Brin, APR, director, Padilla Speer Beardsley Interactive and Creative Services

Just as the broadcast networks surrendered some of their market share to specialized cable channels, other traditional media — such as newspapers, magazines and radio — are losing more of their influence. Consumers are spending more and more of their media time online, and companies are taking notice. That means now may be a good time to integrate new media into your company's marketing strategy.

Integrated marketing plans that include interactive and social media tactics increase visibility and contact with customers. They move companies beyond making mere impressions and toward establishing real customer relationships.

One of the fastest growing tools is blogs. These online journals can be written by an authorized individual inside the company and should invite feedback from anyone interested in entering the discussion. A blog can serve many purposes. When you have a product to promote or an important issue to discuss, a blog can be an excellent way to generate industry buzz. As you venture into this new medium, here are some helpful tips to consider.

1) Stay focused on your topic. Provide information that your audience wants in a way that's easy for them to understand. And the beauty of it: People will tell you if it's useful and informative through their responses to your postings!

2) Turn your blog entries into articles. Use the content in your blog to develop articles on your company/product, and submit to appropriate sites and publications. Many blog entries are entertaining, informative and written in clear, conversational language. Expand on the topic in a more structured article.

3) Adapt information for marketing materials. Use content from blog entries to promote your product or service at presentations, workshops or client meetings. This is particularly useful if you are introducing a technology that demands more detailed explanation and analysis. Customers might enjoy receiving your experts' blog entries with information or a perspective that's not available in any other format.

4) Adhere to the unwritten rules of the blogosphere. Microsoft recently sent bloggers in the tech community a bunch of laptops loaded with its new Vista operating system. While it seemed like a great idea, the effort resulted in a backlash from many prominent bloggers and quasi-journalists who complained Microsoft was trying to buy them off. Bloggers are highly sensitive to interlopers who attempt to side-step or ignore their delicate rules of engagement. Bottom line: When trying to market through social media, transparency and over-disclosure rules.

5) Identify your role. If you or your company has an interest in what you are writing about, make that clear in your posting on the subject. At the same time, however, be careful in disclosing your own private information.

The power of social media — and the power of those we market to — have become forces to reckon with. By establishing your company as a participant in this marketplace, you position yourself as a valuable resource for other content producers, who will link or subscribe to your information. The sooner you incorporate new media into your messaging strategy, the more avenues you'll have to reach potential customers.