Another way to get publicity via LiveJournal

Thu 15 March 2012 11:00, Kostja Novikov

Blogs about travelling and photography are really popular. 3 photojournalist blogs constantly remain in the top-10 blogs of the Russian LiveJournal, according to the LJ-rating. This fact makes such blogs highly attractive for companies looking for publicity.

Another way to get publicity via LiveJournal

Organizing a press trip would serve this function perfectly. The company’s scope does not matter too much, since people who visit travel blogs like diversity. For example, even a very specialized post about a new Samsung TV  factory in a Russia by famous blogger Zyalt quickly gained 83 comments. Some posts of this kind become very discussable. For example, this happened to a press trip post about production of meat for McDonalds in Russia by the same blogger, Zyalt. The topic made it to the Top-30 entrees on LiveJournal on the next day after publication and gathered 560 comments in the first two days!

As an option, a company can create an ad post (even together with the blogger) in the form of a press trip, then pay for publishing it. But it is not acceptable to try to confuse readers in any way; such a post must be clearly marked as an advertisement. A year ago, a very popular Russian blogger Drugoi, the first place holder in the rating of LJ-blogs, published about a security systems company. The post looked just like a press trip, only it was tagged “ad”. But it could only be seen after scrolling to the end of the post. The copywriting style was also different. Many readers and bloggers reacted negatively, because not everyone had noticed the tag. Of course, all publicity is good publicity, but good reputation and loyal readers are more important, right?

Check out the ending of that scandalous post, the “Ad” tag and 636 comments on
10 pages. For more information on Livejournal read my other article..


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