5

THINGS ABOUT ONLINE OUTREACH:

1
Build a relationship:
Start developing relationships and credibility with the selected
individuals/communities as soon as possible. Before we need them.

• Actually read the blogs, tweets, forum or whatever.

• Find out what their interests are.

• Engage with them on their turf

(leave comments, likes, favourites, retweets etc.)

• Ask first what we can do for them before we ask them to do stuff for us.

• NEVER wade in with unsolicited and irrelevant commercial messages

It’s not big and it’s not clever.
2
Be genuinely authentic and relevant:
Even if we don’t have much of a connection, delivering an on-point
message that is relevant to their interests can work.

• The message needs to be sculpted to the individual as much

as possible.

• NEVER attempt to pass yourself off as another person

or other such sock-puppetery

• People’s bullshit detectors are finely tuned, they smell it a mile away…
3
First impressions count:
Your granny was right when she told you ‘you only have one chance to
make a first impression’.

• Never ‘follow up’ unless you are asked.

This is spammy, annoying and sometimes creepy.

• If there’s no response it’s best to assume they've seen our message

and either deleted it or plan to respond at some later point.

• Always let them make the next move.

Note: If we’ve done the relationship bit from rule #1 properly then maybe
this rule can be bent a bit…
4
Stick around:
Seeds, once planted, need watering and once they start to grow they
need pruning*.

Be ready with more information or answers to potential questions.

Be available.

And say thank-you if they do write or repost something.

Remember:
Most online content producers are pushed for time, probably being
pitched by loads of others and the easier we make it for them to write
about us, the more response we'll get.

*Real plants need feeding with bullsh*t – that’s where this analogy falls over
but roll with it, please
5
One size fits one:
Tailor the pitch to the individual.

If it doesn’t look special and personal it will go straight in the bin

(see also rule #1).

Using automation, ‘forced’ viral or bait-and-switch tactics to acquire

‘fans’ or followers smacks of desperation.

Be charming. It’s a chat-up situation.