You’ve done your research, you’ve carefully crafted a killer blog and you’ve published it on your website for all to see. Unfortunately, the only people who seem to be viewing it are the other employees in the marketing department to whom you sent a link. What gives?

Despite the ever-increasing popularity and, in fact, necessity of brands’ social media involvement, only 27% of companies have a dedicated social media-focused employee. For the rest of the business world, a marketing or communications professional has had social media tacked onto the rest of their duties. That can mean an overwhelming amount of work for one person, and often the brand’s online image suffers.

Like public relations or media relations, blogger relations are all about the relationship and how you treat it. Your content, personality and approach must be Smart. Fresh. Human.

Follow this quick, three-step guide to effectively develop a long-lasting relationship with bloggers within your industry to support a successful social media strategy:

With the most recent and rumored changes to Facebook, the value of well-targeted and worthwhile content has increased. And the opportunity to determine “interesting news, any time you visit” has users weeding out boring, useless content.

This should have you wondering, “Will our content make the cut?”