I have taken this out of the Intelliseek study: Trust “Media” - How Real People Are Finally Being Heard. These are the "Does" - what a company should know about starting a Blog - thought it might be interesting ...
Be subtle, relevant and targeted when you engage with blogs and bloggers. Familiarize yourself with the writer’s subject, tone and style.
Keep a two-way relationship with the blogger…provide input, provide content, provide feedback.
Keep your blog postings and comments short and relevant.
Realize that whatever you post, or whatever comment you add to another’s blog, has the potential to be indexed by a search engine, such that it could become the first piece of content Internet users find when they search for your company, brand or the particular issue under discussion.
Tell the truth. It is best to get the truth out into the Blogosphere and keep attention focused on it if you think bloggers are unfairly spreading misinformation. Respond quickly, with the facts and with respect. Provide contact information for yourself or other people they can speak to or interview.
Understand that as “comment spam” increases, more blogs will place restrictions on commenting, either through required registration or filtering mechanisms that scan for spam before publishing comments.
Realize that timely purchases of keywords on Google AdWords Select or other paid search ad vehicles can be very effective very quickly (and sometimes are very inexpensive) if you get them at the moment of hatching.
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