Ngày tải lên :
07/03/2014, 00:20
...
Whatabout Social Media Releases?
Idon’tsupposeIcouldwriteane‐bookabout Social Media Marketingwithoutmentioningmy“baby,”the Social Media Release
(SMR).
Whatisa Social Media Release,inessence?A Social Media Releaseconvertsthe100‐yearoldtext‐heavypressreleaseintoablog
post,withallofthecoolfunctionsofablog–includingmultimedia,theabilitytocommentandaggregateinboundlinks,etc.SMRs
canpoweradirectconversationwithstakeholdersaboutyournews,andgivethemthecontentelementstocarryyourmessage
forwardontheirown.Cool,right?
Buthere’saradicalsuggestion:don’tputany Social Media Releasesoutoverthenewswires.
WhileIsincerelyapplaudhowfarthewireservices(BusinessWire,Marketwire,PRNewswire,etal.)haveprogressedinall‐things‐
social, Iamunconvincedthat“distribution”istheBigIssuefor Social Media Releaseadoption.Thepowerofthe Social Media
Releaseisnotaboutdistribution,it’saboutempowermentandconversation.
...
www.pr‐squared.com
23
SoIrecommendyouputoutawell‐written“traditional”releaseoverthewires,withabuilt‐inlinktothe social media version”at
thecompany’sonlinenewsroom.Thusyoucanbypassthewireservices’outsizedSMRfeeswithoutgivingupontheirdistribution
platform.
Todothis,however,youfirstneedtocreatea Social Media Newsroom,usingabloggingengine.
The social media versionofapressrelease,postedtoa social media newsroom,canallowfor
everything from rippablemultimedia(video,audio,graphics,etc.)tomoderatedcomments.
Additionally,witheachnewsitempostedasablogentry,youcanaggregateallconversational
elementsaboutthatnewsinonespot,viatrackbacksandother social media trackingtools.
Thisapproachofferstheaddedbenefitsofbeingalotlessexpensive;maintainingfullcontrolof
brandidentity;andturnsyournewsroom’s“version”ofthereleaseintothetrulyofficialversion.
Withsomuchpotentialactivityhappeningaroundeachrelease,it’smorelikelythatanyonewhowritesaboutyournewsonlinewill
linkdirectlytothenewsroom,versuslinkingtotheheretofore“official”releasethatcomes from theprofessionalnewswires.This
boostsSEO.(Infact,youmightalsoconsideranAdWordscampaigntodriveadditionalwebtrafficdirectlytoyourmostimportant
newsreleases.)
Socializednews,socializedcontent.It’sjustsomuchmorefriendly!
Needexamples?Hereare Social Media Newsrooms from GeneralMotorsEurope,Cisco,Ford,Electrolux(andSHIFT)!
... inthe
marketingmix.ButForrester’smostrecentupdatestotheirTechnographicsresearchsuggestthattheonlineopportunityisonly
gettingbigger:
“Whereisthegrowthinconsumptionofonlinecontentcoming from? From olderpeople… Social activityiswayupamong
35‐to‐44year‐olds,especiallywhenitcomestojoining social networksandreadingandreactingtocontent.Evenamong45‐
to‐54year‐olds,68%arenowSpectators,24%areJoiners,andonly28%areInactives.
“Here’swhatitmeans.Itwillsoonbenomoreremarkablethatyourgrandmotherreadsablogthanthatshereadsemail.
Social contentisgoingmainstream. Social contentrankshighonsearchenginesbecauseitchangessofrequentlyandgets
...