Optimize Your Press Release For Social Media

The social media tsunami shows no sign of abating. According to 2018 data supplied by Statista, 68% of US adults have a Facebook profile and 75% of that group logs on daily. According to data supplied by the social media management platform Hootsuite, 21 % of US residents are active users of Twitter in 2018; 22 % are age 30 – 49 years and 18 % are age 50 – 64 years.

Instagram claims the loyalty of 20 % of the US population, 38 % of users are women and 26 % are men. Thirty-three percent of Instagram active users are age 30 – 49 years and 18 % are age 50 – 64 years. Sprout Social, the social media management platform, reports that 71 % of US businesses have an Instagram account.  Instagram data shows that 80 % of its users follow at least one business and 60 % of users have learned about a business through the platform.

I think you’ll agree that we  may reasonably conclude that exploiting social media’s hold on the population is a wise business decision.  Social media platforms are widely accepted in both the business and personal sectors and as indicated by the statics above, its influence continues to rapidly expand as innovators and thought leaders continually pioneer creative uses for it.

The tried-and-true press release has recently been pulled into the social media orbit.  Why not make your company’s next press release stand out to journalists and bloggers and kick it up a notch with social media tools? A press release optimized with the right social media platforms can be a savvy promotional add-on that complements the standard format you’ll send to media outlets.

Step One is to create a traditional press release that concisely and dynamically describes the who, what, when, where and why of your announcement and communicates why readers of your target media outlets, as well as your clients and social media followers, will appreciate the information.

Step Two is to customize your press release with social media that make your story pop and hook your target audience.  Let’s review the building blocks of a well-written press release:

Headline
Devise an attention-grabbing hook for your headline. Use SEO key words, wherever practical.

Sub-Headline (if needed)
There may be a second, follow-up headline that enhances or clarifies the primary headline. Use SEO key words here.

Contact
Who do interested parties contact for follow-up or more information? Include the name, title and preferred method of contact specifics.

Summary
A two or three sentence overview of the key message(s) of the press release may be appreciated, especially if it is longer than one page.

Body
Place the selling points of your media pitch here, in language that resonates with readers.  Incorporate key words for those who may be searching the topic.

Company info
Include a brief company bio with links to the company website and social media.

Social media links
Optimize your press release with social media links that enhance its storytelling power and go beyond the traditional text format. Include a brief video, two or three still photos and links to additional text that will support your story and resonate with your intended readers.

Media kit links
A soft-sell promotion of your company will be achieved when you dip into the media kit and include links to previous press releases, whether social media optimized or not. If your company has been favorably mentioned in the press, especially in articles that support the purpose of your press release, provide links.

Tags
Share your social media optimized press release on your company’s Facebook Fan page, Twitter hashtags and social bookmarking sites.

Thanks for reading,
Kim

Image: A poem for “The Pavilion with Various Views,” attributed to Mi Fu (1051 – 1107) Northern Song Dynasty, China

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