Jacob Morgan's most recent blog post inspired me to write this post. Check out Jacob's blog on social media strategy - its good stuff.
Sandwich Fever is the biggest sandwich blog out there (and is fictional). Thousands of avid readers visit the site every week to learn about the newest and best sandwiches out there. My restaurant would really like to be on Sandwich Fever because that would mean more customers would come to eat our great food.
Short-term mentality - I'll send Sandwich Fever an email about my great sandwich and because it is so great they will have to put it on their front page. The most likely result is that the email will get ignored or quickly deleted.
The correct mentality - I will begin to read Sandwich Fever regularly. When I get a chance to contribute something meaningful in the comments, I will post my response in hopes of beginning a conversation with the writer and other readers. If possible, I could connect to the writer (and readers) on other platforms like Twitter and Facebook in order to have more conversations with them. As I build my personal brand, I will have more credibility to get people to find out about my great sandwich. Eventually, I may have an opportunity for my sandwich to be on Sandwich Fever - The writer may even be the one to ask me!
To try to pitch to a blogger in a 'cold-call' style more than likely will produce little result. The best option for getting attention online is to build relationships. Just as you would not ask someone you barely knew for a favor, so it is with online relationships. We need to be realistic with our expectations with time lines; if we truly wish to make a lasting impact online it will take time to build a proper foundation on meaningful conversations, genuine interactions, and beneficial information shared between people.
Social media is not about a 2-week marketing plan. Social media is not about throwing an idea out there to see what works. Social media is not about quick, easy results.
Social media is about careful planning and intentional actions. Social media is about relationships that are two-way. Social media is about long-term plans and hard work.