Abram Sauer from BrandChannel.com has written a pretty decent article on how marketers should address the blogging community. He also wrote a good list on what to do if your brand is being slammed.
I've abbreviated excerpts from his list, but the article is worth the read.
1. Do not immediately reply. ...
2. Treat everyone as equal, even if the blogger is wrong....
3. If the post is just plain ridicule for the sake of it or immature joking. ...
4. Many negative comments are just disappointed consumers who had a single underwhelming experience. ...
5. Have a sense of humor. Sarcasm is the currency for much of the blog world ...
6. Cite [a link to evidence]...
7. Lose the marketing-speak. ...
8. Comments are research. ...
9. Do your research and then get the appropriate coworkers on board so they know what's going on and why. ...
Marketing to Bloggers
What to do if Bloggers Hate Your Brand
Trend Themes
1. Interactive Engagement - Using interactive methods like humor and citing evidence can engage bloggers and cultivate positive brand perceptions.
2. Customer Feedback Analysis - Treating negative comments as valuable research can help businesses identify areas of improvement and enhance customer satisfaction.
3. Social Media Management - Managing online conversations with bloggers and responding appropriately can strengthen brand reputation and build positive relationships.
Industry Implications
1. Digital Marketing - Incorporating interactive engagement and customer feedback analysis into digital marketing strategies can improve brand perception and increase customer loyalty.
2. Consumer Products - Applying customer feedback analysis in the consumer products industry can result in product enhancements and improved customer satisfaction.
3. Public Relations - Using social media management techniques can help PR professionals effectively address bloggers' concerns and maintain a positive brand image.