Twitter has quickly become a newsletter for companies trying to keep their customers informed. Many Twitter pages of companies are riddled with the upcoming events or articles that have mentioned the company previously. When building connections, outreachers can use this social media presence to their advantage without seeming too invasive.
Contacting the Company
Many times when looking for contact information on a page, there’s not a specific person who you can contact regarding publishing your content. If you give your content to a non-identifying email address such as firstname.lastname@example.org you can be in an unclear and frustrating time waiting for your article to go up. The address you originally contacted might not get back to you because they’re either ignoring you or because they don’t deal with those types of emails. Tweeting at the company can get you that yes or no answer that you were looking for from the start.
Using Twitter to ask a company when/if your content will be published oftentimes gets you an answer or a more specific email address to contact. The message leaves the company less of a choice whether to respond to you or not since it is in a public domain which all can see. The business does not want to be seen as unresponsive to their customers or those following them on Twitter. With this more specific email address, you have a person instead of an entity to contact for a clearer answer.
Contacting the Blogger
All of us in outreach have been in this position with bloggers multiple times. A connector has been in contact with a blogger throughout the day establishing a relationship but when the time to pull the trigger and send the article comes, the blogger is nowhere to be found. Harry Houdini could take tips on how to disappear like some bloggers do once they receive your content. You need to be sensitive in this part of the relationship. Tread lightly.
Believe it or not all bloggers spend all day and night at their computer—especially this time of year when my people take breaks and vacations. I encountered this situation just last week. Using Twitter I tweeted to the blogger after multiple emails and got a response that he was on the beach with no computer to be found. After tweeting back and forth over the next couple of days, I was promised immediate posting once he returned from vacation and I apologized about the multiple emails so I did not seem pushy.
Finding the Happy Medium
Wanting to get an article posted on a blog is a natural thing for somebody doing connections, but maintaining the relationship that you have built with bloggers and sites is far more important than getting something posted two day earlier. For sites you already have a relationship with and that posted your content in the past, give them much more leeway than those you haven’t had anything posted on. Give ample time before taking to the Twitter path because pressuring a blogger tends to ruin relationships – especially if you are tweeting at them on their personal Twitter feed. With companies, the time you give before tweeting at somebody lessens since you are talking to a corporate entity that is posting on Twitter multiple times a day.
Twitter is an outreach weapon but should be used with caution as your publishers do have your content and could delay posting or just sit on it until they decide to post it. Using Twitter to check up on bloggers builds a relationship but at the same time can seem clingy and weird if used too much. Use your gut, your instincts, on these types of interactions and think from the bloggers’ perspective. If you think you are being pushy, you probably are and should give the blogger space. If you think the blogger has forgotten about you, remind them that you exist!