The saying goes that you should work smarter, not harder. Creating original content for social media and promoting your company to stakeholders can require a lot of time and effort. As part of your media strategy, you should aim to create content that can be repurposed across multiple platforms and at different times.
For example, say your company produces a short informational video on a new service you will be offering clients, with the purpose of presenting the program to board members. Assuming the video doesn’t include any confidential information, you could also repurpose this video in a number of ways. You could include it in a press release when the program rolls out. You could share it on social media (Facebook, in particular) when the service becomes available to the public. You can repost the video one year out, even, in celebration of the program’s success.
Every business owner has heard the chatter about social media: “If you don’t have an account, you’re missing out!”
If you're like many business owners not wanting to get left behind on the social media gold rush, you've looked first to Facebook, which seems to be the most approachable platform. You create a page, put up photos, and invite all of your “friends” to “like” your business. Now, you think, “I’ve got to post about how great my company is,” and you put up daily deals, new products, and blab on about how great your service is.
And… crickets. You’re getting one like per post and it’s from your great aunt Edna who likes everything on your page. When does the gravy train roll through the front door of your office?
The problem is that you’re acting like a jerk. Remember the “social” in social media?
Imagine that you’ve come to a party at your friend’s house and you keep walking around handing business cards to everyone and bloviating about your great products and services. People are going to get annoyed very quickly, and you’re going to end up in the corner, all alone. Some people might even “unfriend” you.
Now imagine that you’ve come to that same party, and you talk to people about their families and how their baseball team is doing this year. You bring up a movie you saw or a concert you went to. You heap praise on the hosts and laugh with everyone when the silly cat gets its head stuck in the cereal box. You’re squeezing another couple dozen bacon-wrapped dates on your cracker plate and talking with Shirley when you mention your company and some of the new products or services you’ve been working on. Shirley is okay with that. She’s even interested enough to ask some questions and then she says that Al- “Come over here, Al”- might be interested. And he is interested!
That's how your business needs to act on Facebook; like a good guest at a friend’s dinner party. For every one promotional post you create, your business needs to put out ten posts about the things the other guests at the Facebook party want to hear about. Think less about marketing and more about public relations.
There are a lot of things that go into social media marketing; appropriate content is a crucial component. Get out of the corner and be a good guest at the party.
It seems like there’s a new social media platform every week; besides the giants like Facebook, Twitter, and LinkedIn, there’s Instagram, Snapchat, Pinterest. Creating content for this large array of platforms can seem daunting.
However, just because your organization or company can create a profile for each platform doesn’t mean you should. Just like your company probably caters to a specific audience, different platforms appeal to different audiences. For example, LinkedIn is more often used by individuals looking for business/networking content, while Snapchat stories are more likely to contain culture and lifestyle content.
Rather than blindly posting the same press release or story on ten different social platforms, instead consider choosing a few platforms that best match your target audience and then tweak content for each one. As the saying goes: quality over quantity!
The next time you write a press release, don't write just one. Considering writing several, each one with a different twist or variation on the same theme.
A press release can be revised to fit multiple niche media outlets. With all of the websites, blogs and social media pages available today, your message can be targeted to the perspective or point of view of those sites.
More and more of us are getting our news through so-called "incidental exposure." That's the term E-contentmag.com uses to describe how people come across news serendipitously, while they are surfing the web or clicking on links suggested by someone they know.
Consider your own experience when you see a link to a story from a friend or in a Tweet from someone you follow. You weren’t looking for it. You weren’t even on a news site, but you click on the link and, presto, you're now reading or watching the story.
The impact from a media relations and public relations perspective is to understand that it's not enough simply to get a story placed with a newspaper or broadcast outlet. That story then needs to be shared with friends and followers who would otherwise never see it. The process might go something like this: