MARKETING
By Robyn Sachs
I
t seems like yesterday that “PR on the Web” the Web,” for advice on this topic). But this time
meant posting your latest press release on we’re talking about PR, Public Relations.
your website. Today, PR on the Web can largely
be summed up as Social Media and Social Net- The purpose of Social Networking is to build
working. Beyond Facebook and LinkedIn, there relationships with individuals, specifically
are thousands and thousands of networks, with your potential customers. And just as with
one or more for every industry, interest, or idea relationship building in “the real world (i.e., off
you can imagine. of the Web), there are good ways to introduce
yourself and things to avoid like the plague.
What Does it All Mean for You?
To many people, it’s a big, overwhelming
Making Friends and Influencing People
headache; but it needn’t be. Instead, look at it Picture yourself at a huge party. VIPs are all
as a huge well of opportunity, especially if you around you—chatting, laughing, deep in
know where to start and how to use it to your conversation. The din is deafening. You want
best advantage. desperately to butt in but can’t risk being seen
as obnoxious. Suddenly, across the room you
First of all, you need to change your thinking spy a familiar face, and before you know it your
about what Web PR can do for you. This is not friend is introducing you all around.
a vehicle for making direct profits. Advertising
on the Web can be profitable. (See my last That’s the Web. It’s a gigantic party and you’re
column, “Web Marketing - Part I: Advertising on invited, but to get noticed you need the right
introductions. Here are some ideas for getting
noticed:
• Don’t try to be the life of the party;
sometimes subtlety is best. Spend the time
to get your name out there, to be talked
about, and to build your reputation.
• Speaking of reputation, try to encourage
influential people to start dropping your
name by getting the right bloggers to give
you favorable mentions on their blogs.
Blogging has become the biggest party
of all—there are blogs for everything, and
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