How to Add Social Media to Your Press Release
Before the web came along, small businesses often
had very little control over the publicity they could generate in the
press, even when sending out press releases. They had to submit their
news to a traditional press distribution or media wire service, which
was often expensive and provided no guarantee that their news would
ever be mentioned anywhere in a newspaper, magazine, or other
publication. Reporters and editors were completely in charge of which
press releases were deemed newsworthy enough to be published, and the
rest were basically ignored.
Things improved greatly for small businesses with
the development of online press outlets that allowed press release
submissions from all types of companies, large and small. One main
benefit of these sites was that even if your news wasn’t “picked up” by
a major news outlet or site, at least it generated some new,
high-quality inbound links back to your business web site, providing
you with some additional exposure online and helping improve your
search engine rankings.
Now with the explosive growth of social networking
sites, small businesses have another great opportunity to gain extra
publicity and online exposure by incorporating social media into their
corporate press release strategy.
When thinking about a press release strategy for
your small business, consider creating a comprehensive plan that
includes your web site, online media outlets, and social media sites.
- Be sure to have a “Press Room” or “In the News”
section on your business web site. Include the latest press releases
for your company, and also provide a link to a press release archive
for older news releases.
- If you are a Chamber member, always submit your
press release to your local Chamber of Commerce. These organizations
love to promote news from their members, and Chamber publications are
typically well-read by the membership and others in the community.
- Submit your press releases to any other
organizations or professional groups to which you belong, or to other
sites in your industry that accept news releases about your type of
Online Media Outlets:
- There are hundreds (or probably thousands) of
web sites that are news-related or niche sites that publish news from
press releases submitted to them. Many are free or very low cost, and
will accept press releases from all types of businesses. Just do a
Google search to find the online press release sites that fit your
budget and your industry.
- Optimize your press release for the keywords
that you also target on your web site. Use keywords in the title and
subtitles of your release, as well as through out the body of the press
- Always provide links from your press release
back to your web site. Better yet, provide links to specifically
optimized landing pages that target the keywords or the subject of your
press release (e.g., a new product announcement).
Social Media Sites:
- Include links from your press release to your
social media accounts such as Twitter, Facebook, and LinkedIn. This
helps drive traffic to your social media sites, and may provide the
spark needed for your release to go “viral”.
- Use Twitter to announce your press release, and
link back to your web site’s Press Room or the landing page for the
- Put your optimized press release on your
Facebook page, preferably in a custom tab where your optimized release
can help boost your site in the search engine rankings (regular “wall”
posts don’t help your rankings)
- If your social marketing profiles have been set
up correctly, the press release can be published automatically to all
your social media and bookmarking sites with one single action on your
part (such as a blog post).
Press releases are an excellent way to publicize
your company, build inbound links to your web site, improve search
engine rankings, and promote news or events going on in your company.
Because of the web, small businesses now have more access than ever
before to get their news (and links) in front a huge audience without
the approval of traditional news reporters and editors.
By adding social media to your press release
strategy, you can create a comprehensive plan that not only takes
advantage of your web site and online media outlets, but also uses
social media sites to distribute your news further on the web, help
keep it visible longer, and ultimately extend the reach and
effectiveness of your marketing efforts.
Article Source: http://www.articlesbase.com/social-marketing-articles/
About the Author
Lauren Hobson, President of Five Sparrows, LLC,
has more than 16 years of experience in small business technology
writing, marketing, and web site design and development. Five Sparrows
provides professional website, marketing, and social networking
services to small businesses and non-profits at affordable prices,
giving clients access to customized services that meet both their needs
and their budgets. More at www.fivesparrows.com
Copyright 2009, Five Sparrows LLC