Any prominent news source’s big story is going to ripple throughout the blog community as the story is picked up, reflected, commented on, and discussed. Rather than worrying about how NYTimes.com didn’t mention your brand, it’s time to dig deep into the blogosphere. Search on the article title and you’ll start finding the places where the story is reflected, and where there are fruitful opportunities to comment on the article, giving your own brand a plug in the process.

This is a job that could be handled by your internet brand ambassadors, but anyone can legitimately participate in these conversations. Just follow the social media rules. Don’t hide behind an alias. Don’t be afraid to say who you are and that you have a vested interest. If anything, the community will appreciate that they’ve made a direct connection with your brand and might engage you in a conversation. Just be prepared to take up the discussion, should one ensue. Nobody likes it when somebody drops by, makes a proclamation and then splits before there is an opportunity to respond to questions.

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