How to Format Your Social Media Press Release for Maximum Results
When you distribute your press release on social media, you expect big results. After all, there are millions of people active on social media every single day. Your audience is on social media sites, journalists look for stories on social media sites, and your customers hang out there. Why wouldn’t your release do well?
The truth is that there are many reasons why a press release may or may not achieve the desired results. Some of it you have very little control over. For example, if you distribute your release on a day when there is a dramatic world or national news event, that news will eclipse your information.
However, there are many factors that you do have control over. One of them is the format of your press release. When it’s formatted well for social media, you have a better chance of achieving your goals.
Contact Information – Your contact information should always be easy to see. Some templates have it positioned at the beginning of the release. Others position it at the end. Don’t deviate from these two locations. It’s where journalists and readers expect to find it.
Social Media Share Buttons – These buttons are an essential element of a social media press release. You want to make it as easy as possible for readers to like, share, tweet, pin and so forth. Position these buttons at the beginning and/or the end of your release. Make sure the buttons are large enough that they’re apparent to anyone reading on any device.
News Summary – With a social media release the traditional format is often replaced with a format that is more reader friendly for mobile devices. In general, social media content is often abbreviated. Consider beginning your release with a short summary of your news. This is positioned after your headline and subheading. Your summary can be formatted with bullet points. If you prefer paragraph style, keep it to no more than five sentences.
Links – Your media links are generally positioned early on in the release. They’re often positioned directly after your first paragraph or news summary.
Quotes – Quotes are often moved up to be strategically placed in the content after the list of relevant media links. This is generally where the content of the release begins to appear more like a traditional press release.
Call to Action – Many social media press release experts recommend moving your call to action up toward the beginning of your release. It can be subtle and offered as an anchor text link within the first paragraph. Or you can place an actual link and a clear invitation directly below the first paragraph. For example, “Download the free case study.”
The ending for your social media press release can include an invitation to view more media links. Don’t forget the boilerplate. That’s one element of a traditional release that applies to social media releases as well. Keep in mind also that your sidebar can include media links, graphics, as well as invitations to connect on social media. Maximize your opportunity to make your social media release grab and hold your prospect’s attention.
