How To Use Social Media To Get More Mileage From Your Press Release
Social media is one of the most effective free forms of marketing available today IF you know how to use it correctly. All of the most popular networks are exploding with content, so it can be hard to rise above all the noise and get people to pay attention to your press release.
Fortunately, there are a number of tried and tested ways to leverage social media. Let’s look at a few of them here.
Business Accounts
Set up business accounts for all of the main social networks. This may take time, but it will be worth it. Don’t use your personal accounts. Make the account details as robust and interesting as possible so readers will know who you are, what you do, and what your company’s mission is.
Wide Audience Appeal
Write your press release for a wide audience. While it is true that press releases are intended for media professionals, always speak to their human side. Make the information in the press release about them, not all about you. Answer the reader’s questions, “What’s in it for me?” and “Why should I care?” If you can do this clearly, you will gain more readers and a wider audience.
Viral Potential
Make sure the press release has the potential to go viral. Think of going viral as the ripples spreading out when you drop something into water. The circle from the activity grows wider and wider. The human interest aspect of your press release can spread through media professionals picking up the story, or asking you to offer your expertise as one of their sources. It can also expand outward through social networks, with people seeing it and sharing it.
Fill A Gap
Make it useful. Top 10 tips types of press releases will get many more readers than a press release that reads like an ad. Be sure the audience learns something and can even take positive action after they read it. If you identify and fill a gap by providing information or solutions, you’ll reach more people.
Network Focus
Focus on the networks that are a good fit for your niche and topic. Some social networks might be a better fit for your company than others. Facebook is number 1, but LinkedIn is better for professionals and therefore business to business (B2B) marketing. Are you selling products, or services? Great images of your products belong on Pinterest. Trying to sell to women? Pinterest’s audience is 85% women, and around 30% of all social network users spend time on Pinterest regularly.
Use The Tools
Use the tools available. Depending on the press release service you use, they should have tools that offer the chance to share your release on the main social networks with just a click. If they don’t, post a link to it yourself in your social accounts and on your site.
Site Media Page/Package
Publish the press release on your own site and/or include it in a special Media section. The keywords will drive traffic. Plus, if you have a blog, use plugins to post information to your social media accounts automatically.
Video Channel Library
YouTube is one of the largest social networks and search engines available online today. The social aspect involves comments and likes. The search aspect involves links from Google and from within YouTube itself. The more videos you have on your channel, the more chances you have of extending your audience and the reach of your brand.
Social Media Keywords
Since social media content often benefits from SEO, it’s wise to keyword optimize everything you add to your social media account. This includes the title of the channel or page, its description, each image or video and the description. Use the social sharing tools available.
Once you publish the video, the social media interface may also give you the chance to post to Tumblr, Pinterest, Blogger, and other social media sites.
Include press releases as part of your overall social media strategy, and see what a difference it can make to your marketing and sales.
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