Press release has been there for as long as I can remember. However, getting the social media community interested in press releases has been quite a hurdle, I must admit. For some entrepreneurs, you might be tempted to think that social media users aren’t interested hearing about your company through press releases. You are wrong. The truth is, these people simply hate the way you are telling the entire story. A good tale narrated the wrong way is as bad as any other boring story.
You might have succeeded with press release elsewhere but that doesn’t mean you are just about to make a huge catch on social media. Normal press releases fail in the social media arena for multiple reasons, some of which include;
- Wrong focus – simply concentrating on a company making a statement
- Excessive promotional content – this causes distrust among social media users who are so tired of fake news and poor marketing strategies
- General target audience – they have a wide audience spectrum. Such press releases do not target anyone in particular. The social media audience then does the most realistic and convenient thing; ignore them.
There is nothing wrong with promoting your company on social media through press releases but the social web audiences are just fed up with market speak and obvious sales baits. To make it work, you need to follow the trends of pacesetters such as media-minded.co.uk and do things differently.How exactly do you achieve this?
Social Friendly Formatting
The conventional press release is formal and so focused on the company. Social media press release on the other hand is engaging and audience-friendly in that;
- It is shareable – You need to make your content easily shareable via social media. Have in place social sharing buttons on the press release pages. Similarly, you need to ensure the distribution channels you opt for have social sharing buttons in their versions of press release.
- Ease of reading –While doing the press release, you must ensure the content is easy for readers to scan through. People log in to social channels to catch up with the latest trends. As such, they are most likely to move to the next engaging content if they find difficulties scanning through your content. Take advantage of bold subheadings and bulleted lists. In addition, embrace the use of anchor text links as they are more likely to draw the eyes of the readers to the key terms
- Include links to relevant content – Many people spend a lot of time on social media because one content leads to the other. It is like a stream of information intertwined and carefully put together. Ensure the contents you link are of great relevance to the likely readers. It can be another article on your website but not your homepage. That is too plain and promotional.
- Direct Contact information – Social media users always want to know more. Serve them justice by having the contact information at the top of the press release page. These should be direct contacts of the company and not the general ‘email us’ crap.
The normal press release is a pile of promotional words put together. That does not sell on social media. Instead, social media users want something exciting. You need something that attracts attention and encourages them to share. A plain text copy just won’t do the trick. You need to embed high-definition videos and quality pictures to accompany the texts. You can also provide links to videos although uploading the actual videos will sell more. For the best results, ensure the videos have nice descriptive titles and relevant tags. You do notonly want the video to gain traction on social media but to also be indexed appropriately on the web for search-related traffic.
For your social media press release to succeed, then it must have value to the readers, right from the beginning. It is even better if you can wrap it up in an engaging story-like feature. Social media users find content that is so centred on the company repulsive and less friendly. You might want to promote your brand though these press releases but do not make it so obvious.
Adopt a trend whereby you announce a service or a product alongside the value it adds to the readers. How can they associate with it? What is likely to change? How can they be part of that change? The release can be brief but one loaded with full information and benefits to the reader. A social media-optimised post which is audience-centred follows a certain code. It must include certain features, some of which include:
- Optimised headline –one that grasps the attention of the reader and is written in legible font
- Precise – waste words on press release and you will have your audience scampering for the next engaging content
- Attractive text formatting – readers want to have an easy time going through your content. It is not just about the content but how well it is displayed.
- Well-structured – if need be, the content should embrace a step-by-step format. This makes it easier for the audience to follow and scan through. It shows that you put the readers first and that you understand the ‘social rush’ evident on various social media networks.
Customer-centred press releases find a way to deliver value to readers beyond promotional content and usual company news. This way, you will have many people gaining interest in your content. If it is good enough, they will have reason to look forward to your next press release.
There is a clear line of distinction between ordinary press releases and social media versions. The normal press releases rarely work on social media and even if they do, they have minimal impact. As such, social media news release should be crafted differently. Social web users want content that they can easily identify with. Even more, they should find it interesting enough to share with their friends across various platforms. It all starts by appreciating the clear-cut difference between the two.