Press Releases get an extra bit of POW in the form of a social media release. So what’s a social media release? It’s an online press release with some type of interactivity, which is usually a video or iframe of a website. The biggest impact is the fact that they are easy to share on social media since the information is digital.
Just think. Your biggest fans can be a form of press distribution! So what do the finest social media releases include?
- A concise headline that has keywords which play nice with Google
- Tell a story that is newsworthy; Being a Social Media Release doesn’t mean you cut corners. Could this be a short case study?
- Include multimedia such as video that supports the story. This isn’t a commercial, but an enhancement to the article.
- Make it compelling to share by keeping it relevant and on point. This should be a news item your audience actually wants to share.
- Keep your company information in the boilerplate on the bottom; not inside the release.
- Use a platform that will help the sharing and Search Engine Optimization.
There are a few websites which offer an easy format to create an SMR such as Pitch Engine (pitchengine.com) and Online PR News (onlineprnews.com). Both offer free and paid versions depending on how much SEO you want to get out of it. The more you pay, the larger the distribution. If the budget is tight, you can still get plenty of reach by sharing it on your website and within your social media outposts. Just take care to make your release newsworthy and meaningful to your market.
Press releases still need their essential elements to keep them relevant to your audience and to the media. Your audience may read your release on your own website or as a Google News article. The difference is the Google News article has no context. This may easily be a first impression so it needs to be solid. There should be a great story giving the reader a reason to spend their time and then meaningful enough that it gets a share on social media. A worthwhile press release will be timely and offer some connection to something that’s going on. A new eCommerce website is not newsworthy, but the company who is donating 10% of all online sales to a charity that builds wells for clean water is very newsworthy.
So go out and set your press releases free by making them social!