Time for the media to link back
Sunday, February 8th, 2009When I was asked by a client if the publication, we had just been interviewed by, would link back I sheepishly said, “no.”
How many online versions of popular business and trade press and lifestyle publications allow you to link back? How many offer that small incentive? Surprisingly few is the answer or so it seems.
And that is a shame because it is an opportunity to encourage more loyalty and increase levels of conversation. And it all accrues brownie points with the search engines. The best thing it does not bring major costs but only a change of tactics.
You could also point that many online outlets do not link to the subject of their stories, another missed opportunity.
You only have to look at How-Do to know that it is a vital communications source for North West communications professionals. And why? Well because it encourages that conversation and loyalty.
There are so many online outlets that are missing out, that are not interacting with their clients and that is disappointing. In this current climate it is also criminal. After all if a site has lots of comment and encourages more traffic by engaging with readers, it surely will have more chance attracting advertising.
I am not having a go at publications that are not taking advantage of their potential, I just want the media and the journalists to become more vital and even more valued sources of information.
