Livejournal as an effective marketing platform

Thu 1 March 2012 10:00, Kostja Novikov

Livejournal as an effective marketing platform

Livejournal is a popular blogging platform and social network, which can be used as a highly effective tool to promote brands, products and services, especially on the Russian-speaking Internet (also known as Runet). One of the ways to do promotion is to buy a post in one of the top bloggers’ journal

Usually, advertisers create the whole post (text, illustration) and pay the blogger(s) to publish. Common courtesy states that bloggers explicitly mark such a post as an ad, which is beneficial for the reputation of both the advertiser and blogger. Hidden advertising leads to disappointment of the readers. Good and explicit ads, on the contrary, make blogs more interesting to read.


An example of a properly labeled ad post in the blog of Sergey Dolya

Top bloggers are easy to find using the Livejournal user rating. Of course, not all of the top writers and communities publish ads.

Livejournal, as a marketing tool, is very measurable. It gives access to the data like the number of readers of a journal, their country of location, average time spent, unique click rates, etc. The number of accesses of the advertised website from the blog can be tracked, too. Some bloggers, tema for example publish this information regularly to advertise their blogs to the potential advertisers. Also important, readers can comment on these posts and give their opinions about the advertised products.

Next time I will tell you about other ways of marketing via Livejournal. For now enjoy the tutorial.

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