Play by the Rules

Does the web have rules? Well the answer is yes and no. While there are no actual rules set in stone that the “web police” enforce, there are definitely etiquette rules you should follow if you want to succeed on the web. The web is as a general rule far more casual than the business world. However, there is still etiquette that you should follow.

Listen First

Just like in the real world you need to listen. If you want to contact a blogger about a story always make sure to read the blog first. In order to considered part of the online community you must participate in the community and listen.

Make Friends

Many of social media site such as Facebook, twitter, and LinkedIn revolve around making friends. Don’t try communicating with people on these sites without being there friend. Making friends on the internet is really easy so if they won’t be your friend, they are probably not interested in your company.

Understand the Difference between a Blogger and a Journalist

In many respects bloggers and journalist can be treated the same; however, there are several key differences. First, journalists are used to dealing with companies and marketing campaigns. Journalist will wade through spin and biased marketing; bloggers are often no so tolerant. Bloggers will often mock companies that attempt to spin a story. Second, blogs are opinions. Don’t except an unbiased neutral article from a blogger. It’s their job to give their readers their opinion; that’s why they exist. On a separate note, give bloggers links. Blogger love linking so if you don’t give them one they’ll find one and it might be your competition or a something you didn’t expect. In other respects treat bloggers in the same professional way you would a journalist.

Be Honest

Be up front and honest with whomever you deal with on the web. Don’t pretend you’re not a company. On forums and blogs, make sure everyone knows that you are associated with your company. People online often like talking with representatives from a company, but like to know who they are talking to.

Don’t Spam

Whatever you don’t spam. Spamming is a capital offense online, and it includes more than just email spamming. Don’t go on random forums and plug your product without reading. Don’t send out form advertising pitches to random blogs. Don’t leave links for your products on other’s Facebook pages without a reason. Basically, if you aren’t responding specific content that someone else put out, you shouldn’t be writing on their Facebook page or blog or forum or Twitter or, well you get the point. Be personal in your communication with the online community. Remember it’s a community, not a billboard.