It’s simple. Just set-up an RSS feed in Technorati for the search results of your product or brand and join the conversation where appropriate. I’ve seen plenty of examples where even CEO’s are monitoring blogs and posting comments.
Examples:
- A blog entry about Kayak. Mobissimo’s CEO leaves a comment, and Kayak’s CEO comments back.
- From my own blog. I mention VibeAgent in a post, and an hour later the CEO leave a comment.
- also from my blog: I post about Wikitravel, and a co-founder comments.
- A blog posting from the LA times about our electronic NXTbook BC Escapes guide. Somebody from NXTbook leaves a comment (although I still think PDF is a better way to go, feel free to comment Marcus).
My prediction is that all big travel brands will have a dedicated Social Network PR person on staff soon. But when you join the conversation, do in a transparent way, or you’ll end up being called on it just like Beatrice from Mobissimo.
