For players open beta will be a time to shine on the internet - till then I'd more focus on getting your friends psyched on trailers.
SE isnt putting out enough content for people on the internet to bite on. For example you post a few videos on your fan blog and then people see it go oh wow and then watch some not so oh wow alpha trailers.. It wont be as powerful of an effect as if there was more content out there to absorb (whether from SE or open beta fan stuff). While with your friends you have a lot more control and ability to explain contents and questions that arise; although, your fan blog could be just your friends.. lol
