In my PR biz of publicizing mobile software developers, I discovered early on the high value of finding and developing relationships with bloggers who have a high-level interest in mobile tech. They're not journalists in the traditional sense, but the good ones have a niche following of people who would be a good audience for my clients.
Sometimes, the most popular blogs are really difficult to crack. They hear from PR people all the time -- and what makes me different than all those others? I need to do more than keep sending product news to them. I have to be a resource for them. I need to follow what they're interested in writing about, and engage them in dialogue about it even if it has absolutely nothing to do with any of my clients. If they response and find me a "wise ol' owl" who is fun and useful to talk to, I may have made a new friend in the blogger business and can become a trusted source.
How do you find good blogs? Start by searching your topic keyword(s) at Google Blog Search and Technorati. You may also want to add BlogPulse to that list for fun. Build a list of blogs, then look at each one to see if they have their own favorite blogs listed out for you!
Microblogs, such as Twitter, can be researched at TweetScan and Topsy. BlackBerry users can have Twitter hits on their keywords sent to their mobiles using an app called Twitterlerts.
If you want to follow what's being said about your company or brand in the social media sphere, try searching at SocialMention which will also pick up news from Twitter and blogs.
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