Writing and Distributing a Social Media Release

Jo Bates Social Media

What is a Social Media Release?• The Social Media Press Release is an evolved approach to preparing press releases

characterized by a multimedial and facts-oriented approach. The typical social media press release integrates video clips, bookmarks, citations, blog posts, multiple links and resources allowing the news editor to pick and select individual info items that may best serve his interest, editorial style and audience.

• The Social Media News Release is an approach to releasing announcements that provides a uniquely rich set of relevant aggregated information, in multiple media, all individually open to re-use and re-distribution and capable to transform a static text-only press release into a dynamic venue for relevant discourse and multimedia contributions on the topic.

• Though you will see this new type of press release referenced with different names, such as the social media release, the social news release or the multimedia release, these are all terms that converge to describe a new press release format that reflects and integrates all of the communication methods and tools that web 2.0 has brought with it.

Is There a Template for a Social Media Release?

What Should I Include in a Social Media Release?

• Headline: Get to the point and don't try to be too creative. Include a few keywords including the company name/organisation.

• Overview: A brief summary of the release and what you're covering. This is where you will hook the reader or lose them, so keep it under two paragraphs, use keywords and put real thought into every single sentence.

• Body: The so-called meat of the release, this should be the news. Don't scatter bias in here; just lay the facts out for what you are pitching (think about it like a journalist would, and cover the who, when what, where, why and how).

• Facts: You need some statistical data or bullet points to back up your claim from above. This information should be easily shareable so if someone wanted to pull this right out of your release, they could.

• About the Company: Very brief company bio with a link to your website, Twitter feed and Facebook fan page.

What Should I Include in a Social Media Release?

• Multimedia links: The social aspect of the release, this should include videos on YouTube, images, RSS feeds and more. You don't want people to be driven away from your message, but you want to be seen as a useful resource.

• Relevant links: This is a good way to promote your company and what you've done a bit more. If you have related releases, include links to them here.

• Tags: Recommended sharing methods, whether via social bookmarking sites, Twitter hashtags or Facebook fan pages.

• Contact: Don't forget to include your name, email, Twitter alias and more. If you are willing to put all of that info out there and stand behind your release, it lends it a bit more credibility.

This is What a Social Media Release Should Look Like

How Do I Distribute a Social Media Release

• Distribution is obviously vital to the success of a traditional press release. There are plenty of free and paid services offered for public relations professionals,

• What reach are you looking for out of your campaign?• Are you looking for local or national coverage? • Do you want bloggers or traditional journalists? • Do you want it to be a one-time hit or a viral campaign? • Put content into networks, where people are looking for it. • But something that people don't really realize is that social media releases can't be

distributed," according to Sarah Skerik, vice president of social media at PRNewswire, a paid press release distribution service. "They can be spidered by search engines, and shared - but they can't be pushed by wire services. Many multimedia-type releases just sit on the vendor site. If there's no real distribution, it's best to have this sort of great content pulling traffic to your own web site."

• Social Media Releases should be shareable, tweetable and likeable on social channels.

ANY QUESTIONS?