I did an interview with Marketing Sherpa on my experience using Social Media Press Releases. They published a case study and in it they talk about 8 steps for putting together a social media release (paraphrased by me):
- Find out what writers want to write about – the more timely and relevant your release is, the more likely it will get picked up by reporters/bloggers/writers.
- Do a test run with a minor news announcement – like any marketing tactic, you generally want to do a test run where you can learn a few things without any major downside.
- Have a great subject matter expert for the release – It helps to have a person who is great in an interview or on video that can be the spokesperson for the release.
- Provide some new deeper content for folks that want to learn more (a primer, guide, checklist, etc) – It’s easier to write a story about something if there is more to find out about it.
- Incorporate video – Video is really powerful and can tell a story much better than print. It also helps writers do a more interesting online story if they can incorporate your video.
- Provide lots of links – Again, the more context the better.
- Use a social media newswire – In our case I think it improved the “find-ability” of our release.
Read the full article here, along with links to the original press releases and some of the coverage that was generated by the article.