Same Page People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. If myspace were a country—it would be the 8th largest country in the world . source: David Armano Strength in numbers
Same Page What is the social media release? Embedded video (URL used for SlideShare): http:// youtube.com/watch?v =cD_mYKc20OY
On the morning of October 8, 1906, a Pennsylvania Railroad crash killed 50 people. That afternoon, Ivy Lee wrote the first press release and counseled his client to arrange for a special train to take reporters to the scene. It begat the...
Impressed by the innovative approach, The New York Times printed the first press release verbatim on Oct. 30, 1906 as a "Statement from the Road." Both newspapers and public officials praised the Pennsylvania Railroad for its openness and honesty.
After 100 years, technology enabled new means of communication. Significant broadband penetration helped foster widespread growth of social media and made news an extremely volatile industry. This isn’t your mom’s news industry anymore… 1.17 billion internet users worldwide (source: Internet World Stats 06/30/07) 69% of Americans use the internet (source: World Internet Usage 06/30/07) Swift changes being seen in newspaper readership habits Major circulation and ad revenue declines Newspapers testing new tactics (comments, popularity ranking, narrower pages) Five of the top 10 visited websites are social (source: Alexa)
On May 23, 2006, Todd Defren, principal at Boston-based SHIFT Communications, responded with a template for the social media press release (SMR). The new SMR featured RSS, sharing options, tags, bulleted news, multimedia elements, lots of links, etc. With the SMR, Todd is lobbying for the industry to democratize access , ensure accuracy , embrace context , build community and be findable .
Since then, Chris Heuer, Brian Solis and many others have helped lead an effort to propose a standard for the construction and distribution of social media press releases. Chris founded the Social Media Club, which “shares best practices, establishes ethics and standards, and promotes media literacy around the emerging area of social media.” But, really, why should we care?
Bloggers and podcasters are legitimate PR targets – many exceed the reach of mainstream media
They have cheap technology tools to create, mix and mash-up their own multimedia news stories
Bloggers and traditional journalists prefer deconstructed content rather than being forced to sift through lengthy releases and playing “What’s the news here?”
Old media journalists are now fully adapted to using internet for research so you need to be online and search engine optimized
Bottom line: The way we influence has changed
New Media Relations AUDIENCE Influence 2.0 Source: Cymfony
Social media release = better coverage? PR Elements (well-written press release, quotes or interviews, images, audio, video, third-party sources, other relevant articles, etc.) Media Coverage (Hits) The Added Value
A Closer Look The social media release template
The Corporate Newsroom Alternative - use a blog engine
The Corporate Newsroom RSS Subscriptions Categories (Tags) Sharing and Bookmarking Suggested Reading (Context) Video Links And Embeds (YouTube) Archives By Month Built-in Search
Final Thoughts The SMR doesn’t replace the traditional release The SMR fosters your relationship with bloggers The SMR template is just that – a template Consider a hybrid traditional-SMR release The tools surrounding it make it social Let the conversation happen at corporate site Consider a blog engine newsroom You still need news and interesting information
September 2007 Social Media Relations Todd And(rlik) For more information, visit toddand.com/smr toddand.com [email_address]