The Business Blog To-Do List

“…I learned about Sally Whittle’s GettingInk website when she commented on my blog.”

This is an excerpt from a post on Flack’s Revenge, a blog written by Robert Geller, a senior vice president with Fusion Public Relations.

I learned of Geller through the referrers section of the TypePad site statistics report for Handshake 2.0.  The report listed Geller’s post as a source of traffic.

From Handshake 2.0’s online site statistics report, I clicked on the link to Geller’s post, Crowdsourcing and Collaborating on the News.  In the very last sentence, Geller includes a link to Handshake 2.0:

“And a service called Handshake 2.0, which my colleague Bennie pointed out to me today, appears to do the same thing.”

Geller lives and works in New York.

How in the world did Handshake 2.0, a blog originating in Blacksburg, Virginia, get mentioned on a blog originating in New York?

And who is Bennie?  How did he hear of Handshake 2.0?

Whoever Bennie is, Handshake 2.0 loves him.

Apparently Bennie told Geller (in person? by e-mail?) about Handshake 2.0.  Geller wrote about Handshake 2.0 in a blog entry, including a link to the site. 

Then the link from Geller’s site to the Handshake 2.0 site showed up in the Handshake 2.0 site statistics report.  The site’s owner (that would be me), clicked on the link leading back to Geller’s blog post.  I read that post, other posts on the blog, and his About page.

By visiting Geller’s site:

  1. I became more knowledgeable about technology public relations through his sharing of his expertise.
  2. I learned of companies and services about which I had never heard.
  3. Because of the authority and credibility with which Geller writes, and because of the credentials he lists on his About page, I became a subscriber to a service Geller reviews offered by Robert Shankman.

What does one conclude from all this?

  1. Expertise matters.
  2. Expertise shared in a blog post can create both a "value add" and an invocation to action.

The Bennie-Geller-Shankman-Handshake 2.0 story perfectly demonstrates the to-do list for companies who want to use blogs for business results:

  1. Blog.
  2. Link. 
  3. Comment. 
  4. Track. 
  5. Repeat.

What does Handshake 2.0 do for companies that want to use blogs for business results?

That to-do list.

I don’t know Bennie, but it’s still who you know, because he knows about Handshake 2.0.

I can guess where Bennie heard of Handshake 2.0.

From a blog.

Thanks, Bennie!  And Robert Geller, and Sally Whittle, and Robert Shankman

The Science of Business Blogs
Stuart Mease


  1. To further this conversation, I left a comment on Robert Geller’s blog here:

  2. Your expertise grows exponentially. Geller has to be glad to have been of help.

    I can only imagine the returns to a business able to make such linked contacts so quickly.

  3. Thank you so much!

    And Robert Geller left a lovely follow-up comment on Flack’s Revenge here:

Speak Your Mind