It’s true, integrating social media into communication strategies puts the focus back on the public. It’s no longer just about the media.
Last week I gave a presentation on social media to the Central Michigan chapter of the Public Relations Society of America (CMPRSA).
I was the first speaker of the day, and I was followed by Leah Jones of Edelman’s Chicago office, and digital crisis PR expert, Dallas Lawrence. They both did a great job at teaching the people in attendance why they should engage in social media as well as how to engage in social media. I was extremely honored to be a part of this event.
Basically, my belief for PR practitioners looking to take the plunge into social media is to
- start listening and participating in conversations on blogs and in social networks
- start thinking about making your content searchable and shareable
Of course, people like Lee Odden know a whole lot more about SEO (search engine optimization) than I do, but here is a basic outline of things I think beginners should consider:
Keys to Searchability for Press Releases:
- Link to relevant sites
- Move links to the top of the release
- Keep headlines short and informative
- Replace language that real people would never use to describe your client/company’s product/service with natural language (not marketing-speak, or legal-speak for that matter)
Keys to Shareability for Press Releases and other content:
- Include a ShareThis or AddThis feature for content posted online that allows the item to be easily posted to other social networks
- Include images and video that can be easily emedded on blogs, websites or other social networks – don’t make people download.
By the way, if you think search doesn’t matter for media relations, think again:
64% of all journalists report using either Google or Yahoo! news search services to research story ideas, and nearly half of all journalists reported visiting a corporate website or online newsroom at least once a week, according to a study by Bulldog Reporter/TEKGroup International
Here are my slides from the event — please feel free to use them however you like.
Many thanks to Natalie Ebig Scott aka @natalie_joy on Twitter and Denise Donohue, one of the Directors-At-Large at the CMPRSA for the invitation. Also, thanks to Jeremy Pepper, for giving me the idea for the title of this presentation.
How are you adapting what you already do to gain better traction along the social web?
Photo by vern.
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