How To Come Up With a Social Media Press Release

By on June 2, 2011

The social media press release has been around for awhile, and it’s very different to a normal press release. Instead of being boring and announcing something irrelevant to the online world that no one will read, you spend some time putting together an interactive, fun and engaging press release for your community. If it gets picked up by other news syndication services, then great – but that’s not the goal.

A social media press release is about keeping your community informed about your business, but it’s also about doing it in a way that will appeal to your readers. So how do you come up with a press release that isn’t going to bore your readership to death? Check out these points.

#1: Make The Release About Your Reader

The first mistake that businesses make, is that they charge on with useless facts and nonsense about some announcement that is only relevant to the people that work in their business. Your press release needs to focus on your community, why it benefits them, or how it will change their lives. Otherwise why would it interest them?

Instead of announcing “Business X merges with Business Y,” come up with a strong benefit and use this as the title of your social media release. An alternative might be “Your Community is Expanding!” and then speak about how your reader will be introduced to new business contacts on Facebook, Twitter and LinkedIn because of the merge. That’s how you focus on your reader, and get genuine interest in return.

#2: A Personal Voice and a Personal Story

The average press release is usually full of business terms and horrible sales speak. Your goal is to approach your community with this news as an individual, and then weave in a story line, or new media to make it fun to read. You can do this in several ways. Either you can disguise your news in a valuable article that teaches people something, as a case study, or as part of a free giveaway.

You want as many of your fans or followers to actually read your press release, and this is not an easy job. People are more willing to read something if it’s informative, educational – or is going to help them solve a particular problem they are having. You should always know what your community wants, so that you can use this information to draw them in, to reading about your news, announcement or whatever.

#3: Posting on Your Blog or Facebook Page

Part of creating a social media press release, is syndicating it on your social media pages. Instead of signing up for a press release service, simply publish it on your blog. From there it will be displayed on your Facebook blog app, you can tweet about it – and that will be displayed on your LinkedIn page. Then, if you want more than your community to read it – use StumbleUpon and Digg to get some unique leads.

It’s exactly like what you would do if you have a particularly good subject to write about for your blog. Remember to keep it simple, honest – and to add in a call of action or two if you want your community to do something. There’s nothing wrong with approaching people on a personal level, and asking them to syndicate your press release either. It’s all part of sharing the conversation with your community.

So, come up with an angle, a story and some great benefits for your readers – and you’ll be well on your way to creating a successful social media press release! Doing it yourself is far more rewarding.

Do you have any questions about your social media press release? Leave them for us below, and we’ll do our best to answer them!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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