What is a Social Media News Release?
A Social Media News Release is a news release distributed by the major electronic distribution services, “ such as business wire, PR newswire, and marketwire and other companies. They embed a news release with high resolution photos, video, and audio components also using tags and links to reach a high number of people. These services have joined in partnership with search engines such as google, yahoo, and msn for maximum exposure.”- Wilcox
A social media news release focuses on targeting “traditional journalists bloggers/podcasters and consumers/readers through the internet” – Social Media Training
What are the advantages & disadvantages of a SMNR?
Some advantages are:
- “Optimised for search
- Optimised for conversation
- Optimised for sharing
- Tells the entire story through multimedia
- Provides context on complicated stories
- Makes a better impression, visually, than a wire release” – Social Media Training
Some disadvantages are:
- If someone is not familiar with computers it may be difficult for them to navigate and understand your SMNR.
- It is very limited to the online world, because of all the links and tags it contains.
- Not every has flash player which is often used for video, and some graphics so some public will not be able to view your whole SMNR.
When should a PR practitioner consider using a SMNR?
A PR practitioner should consider using a SMNR when they are trying to reach a broad number of people. This is because a SMNR can stretch between many types of search engine being shown to all categories of the public. Another great time to use a SMNR is when you have a product you are trying to retail. This is because graphics are often used, or video. This will show the public what the product looks like and will also provide feedback on the company and product through tags and links chosen by the company. These are two great reasons to consider using an SMNR.
Here are two helpful links that will lead you to creating and understanding a successful SMNR.
Here are links to SMNR’s that organizations have created:
- IBM Tackles Global Energy Crisis
- Blyk Launches “One Stop Shop” Designed for Advertisers and Agencies
- Nuts About Southwest Now Even Nuttier
- Graphics Evolves Beyond Gaming With New NVIDIA Geforce GTX 200 GPUs
Here are ten tips to remember and consider when creating a SMNR:
1. “Think modular. Whether you are using the template approach or a traditionally written press release enhanced with multimedia and social media elements, make sure each component or section of the release can stand alone.
2. Link, link, link. Optimize links for search engine visibility. If your SMPR is being distributed by a news service, make sure to link back to a landing page or newsroom at your website. Include links to related information at other pages on your website. Link out to social bookmarking and social media sites, such as delicious, Digg, and Technorati.
3. Post content in multiple channels. In addition to including multimedia elements in your SMPR, post components of your release to appropriate sites for increased search engine visibility. For example, post your videos on YouTube and your photos on Flickr.
4. Write your SMPR content for online readers. They scan rather than read word for word. Write short, use bulleted lists, and write message headings.
5. Use keywords to maximize search engine ranking. Repeat the keywords in headlines, subheads, and in the text of the social media release.
6. Use visuals. Include your logo, a headshot of your organization’s CEO, maps and charts, and photos of products or services. Also include video. Videos don’t have to be professionally produced. YouTube-quality videos help reporters understand your product, and that helps them explain it to their readers.
7. Incorporate interactivity. Engage in a conversation with the media and customers by providing a way for them to comment or ask questions” –Writing Matters
9. Provide financial information in many different formats.
10. Provide a brief description of what the announcement is, but leave the spin to the journalists. The journalists are going to go with their own spin on the story anyway, so why bother? Keep it straightforward rather than personal.” – Social Media Training