Now Is Gone Co-Author Brian Solis released an eBook on Blogger Relations today.  Blogger Relations is oft the most contested entry in the book, Now Is Gone, so its great to have more information on the topic for readers.  We plan on developing more resources on blogger relations electronically and in any future editions of the book.

From Brian’s PR 2.0 post:

The discussion around blogger relations is more relevant now than ever. And quite honestly, with every debate, exploration, and analysis, these conversations only fuel the advancement and improvement of Public Relations overall. It makes us think.

Blogger relations is so much more than the recognition that bloggers ARE influencers in their own right. Now it’s the understanding of how PR can work with them in addition to their traditional day-to-day activity.

You can view the eBook here. Or download the Word Doc. Or download the PDF.

Frank Gruber interviewed Brian Solis today about the book, and social media in general. It’s got lots of great insights from two of the best minds in social media today. Check it out!

Also, if you haven’t perused Somewhat Frank yet, get over there now. Frank’s social media insights are just amazing, and his Tech Cocktail events are always packed! I had the opportunity to meet him last month, and I can tell you Frank is a bright and kind person who makes time for his fans.

Twice the fun, Technosailor’s Aaron Brazell reviewed Now Is Gone today. Here’s some of what he had to say…

Overall, the book is brilliant. I’m glad this is not “yet another book on blogging”. It doesn’t provide a how to. It doesn’t provide options for choosing your platform or describe how to subscribe to RSS.

It’s obvious that this book was written mostly for executives. This is not a bad thing as Executives are the ones steering companies and the reality is that if companies don’t embrace social media, they will be left behind. It is presented in a very philosophical way, describing the challenges that companies face today when it comes to the social media landscape, brand management and public relations.

Thanks, Aaron! Full review here.

Continuing our series of podcasts on the seven principles of community engagement uncovered in the book Now Is Gone (only 8 days until it’s released), number two focuses on Participation is Marketing (16 minutes). This was a pretty strong discussion, and my favorite of our first three podcasts.

In Participation Is Marketing Brian Solis and I discuss:

• Most companies make the mistake of just publishing blog posts or content. Commenting and being out in social networks is an important part of participating.
• This requires a shift from organizational-centric based communications to customer or community-centric communications.
• This does not mean get rid of your marketing department, rather create a new department for social media/community engagement to engage. This integrates with the larger marketing effort.
• Participation approach during diacetyl crisis for popcorn manufacturers (see Conversation Agent Valeria Maltoni’s Restoring the Faith in Popcorn post)
• The nature of traditional marketing naming conventions and tools are not effective. It’s a different person and approach.
• The need for relationship building skills a la Dale Carnegie. It’s the sociology of social media.
• Chris Heuer and his timeless post, “Participation is Marketing“
• Attraction versus Promotion: Participation attracts people, while promotion sells them

If you prefer to download, visit media.libsyn.com/media/geoliv/participation.wav.




Remember, the book will be released on November 12. Pre-ordering is available on Amazon.We will publish our third Now Is Gone podcast next week, and then take a break until after the Thanksgiving holiday. The first podcast focuses on Audiences versus Communities (12 minutes).

Brian Solis and I began a series of podcasts to discuss the seven principles of community engagement uncovered in the book Now Is Gone (only 14 days until it’s released). The first podcast focuses on Audiences versus Communities (approx. 12 minutes in length).

We discuss:

• One-way communications to audiences versus two-way conversational marketing within communities
• The social media release as an example of community marketing
• The need to engage in two-way communications, even when its negative
• Jennifer McClure’s work with New Communications Review, specifically analysis of FedEx’s failure to respond to negative comments
• Jay Rosen’s article highly influential article, “The People Formerly Known as the Audience“

If you prefer to download, visit media.libsyn.com/media/geoliv/audiences.wav. Remember, the book will be released on November 12. Pre-ordering is available on Amazon. We will publish the second Now Is Gone podcast on Participation is Marketing next Monday.

It’s amazing how uncommon common sense is these days.

Blogger relations should just be about working with people. But most of the time, traditional PR is either missing the point of it in general, or worse, applying the same faceless outreach all in the hopes of beefing up the coverage sections in their reports.

Like the press release, the PR industry has been stuck in a rut for so long that the industry is content with the existing factory-line of building news, writing reports, schmoozing, and simply broadcasting messages to anyone with an inbox.

PR is experiencing some of the greatest innovations and advancements courtesy of Social Media. But instead of embracing a new and improved commitment for creating and sharing news and information with people, we’re using the same old marketing ethics and tactics to spam our recipients.

Blogger relations is so much more than a code of ethics for outreach. At the very minimum, media, analyst, and blogger relations is about people and cultivating meaningful, mutually beneficial, and productive relationships.

It all starts with respect for bloggers, the company you represent, and the people you ultimately want to reach.

What do you stand for? Seriously, how many PR people actually take the time to really “get” what it is they represent and why it matters to the rest of us. And, more importantly, how will it help the people you’re trying to reach.

Next step, listen and read.

What is it about what you represent that will compel someone to share it with their community. Remember, a blogger has a responsibility to their readers in order to maintain credibility, along with the trust of the community. In today’s attention economy, they must actively compete for their precious time, so you can bet that any good blogger is going to be selective.

And, for all of you over-achievers out there, look beyond the a-list. I can’t tell you how many times I hear PR pros purport that blogger relations is all about the “cream of the crop.”

Trust me when I say that the a-list only helps with the credibility of a brand, but does very little for generating new customers or enhancing brand loyalty. The true influencers are the peers of your customers.

The best communications strategies will envelop not only authorities in new and traditional media, but also those voices in the Magic Middle of the attention curve. They help carry information and discussions among your customers directly in a true peer-to-peer approach.

The Magic Middle is defined as the bloggers who have from 20-1000 other people linking to them. It is this group that enables PR people to reach The Long Tail, and it’s effects on the bottom line are measurable.

Yes, of course there’s more to blogger relations than what’s included here. No matter how far out we look and how much time we spend inventing new strategies for reaching bloggers, we usually lose sight of common sense and the basic building blocks for building and nurturing relationships.

Sending a shout out to Depeche Mode with this one, “People are People.”

More here and here.