How Live-Blogging Can Build Brand Influence

It may seem haphazard but brands looking to include live-blogging as part of their marketing strategy need to have a plan.

Blogging has had a huge impact on business. It has empowered citizen journalists and thought leaders, and was the seed for many of today’s popular new media empires. While some may see blogging as a digital journal — and there are certainly plenty of those on the Web — live-blogging is also a great way to build influence for both businesses, brands and digital creatives alike.

Live blogging has been, in the recent past, ridiculed and accused of killing journalism. However, digital audiences want the most current news they can possibly get and nearly every digital media publication live-blogs at least one big event per year. According to eMarketer, more than 140 million people in the U.S. read blogs.

Beyond journalism, live blogging can help businesses gain exposure and provide their audiences with valuable information. Lisa Barone, vp of strategy at Overit told SocialTimes:

People over time, begin to look for you at those events. Or if they know an event is going, they look to your blog to see if you’re there, and if you have the coverage no one else does.

But live-blogging isn’t nearly as haphazard as some might think. Barone offered the following for making the most of live-blogging as part of a strategy to develop brand influence.

  • Do your homework. Before you start signing up for events, Barone said it’s important to understand your audience, the people important to your brand and find the events those people are attending.  
  • Have a plan. Barone said it’s easy to send someone to a conference and tell them to cover what happens. You’ll get better, more targeted content if you create a plan. What sessions should they attend? What topics do you want to focus on? Are they live-blogging every session they attend or write one recap post?
  • Make the right connections. Don’t wait until you arrive at the event to start connecting with people. If part of your plan is to interview speakers, make that connection ahead of time and schedule time before they speak.
  • Promote your attendance. If people don’t know you’re at an event, they won’t look for coverage from you. Barone said, “don’t wait until the event to let people know what you’re doing.”

Image courtesy of Paolo Bona /

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