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4 Ways to Use Social to Increase News Release Reach

When you publish a press release online, the more eyeballs that see it, the better. And in this day and age of social sharing, it’s easier than ever to get your news in front of more potential customers, journalists and bloggers.

4 Steps - Social for PR

How? Social media.

If your audience is spending any significant time on Facebook, Twitter, Google+ or LinkedIn (and I’m betting they are), you need to leverage this tool to share your news to a wider audience. Here’s how.

Step 1: Include social icons in releases

When you submit a press release, make sure to include your social media links near your contact information. It’s important to have these (assuming you’ve got social profiles for your business. You should!) because this helps people connect with you wherever they feel most comfortable. Once they’re following you, they’ll receive all your updates. And that’s a good thing.

Here’s what my contact section looks like:

Contact - Social Shares
Step 2: Make it easy to share

When looking for a press release distribution standard, you should make sure the platform has social sharing built in. People want to share your news, but they shouldn’t have to work hard to do so. Even having to take the extra step of copying a link and pasting it onto their social profile will turn many people off. Make it as easy as possible to share your news.

Social Sharing - PR

Step 3: Vary your social shares

Share your news as soon as the release goes live. People like to see that others have already shared something. It makes them feel like they’re in on something popular. Get your friends to share it too.

You can use the automated update (usually the title of the news), but you’d be better off hand crafting your own share. Really get people engaged. Let them know the highlight of your news, or pose it in the form of a question.

For example, if your release talks about a recent study, share a highlight from the study:

68% of small business owners don’t take vacations. Are you one of them?

[link to release]

Remember to share it across any social platform your business has a presence on. And don’t just share it once! Schedule several days’ worth of news updates, all modified so they’re unique.

Step 4: Track your social mentions

A number of tools, including the Vocus Marketing Suite, perform social media monitoring, allowing you to see each instance of someone sharing your news in a central location. Don’t just lurk. Respond to anyone who shares your news (unless they’re automatic news-sharing bots), and follow them as well. This is a fantastic way to find new leads you can build a relationship with through social.

These days, you can’t have public relations without social media. But it’s up to you to make the most out of connecting the two!

Want to see how the #1 press releases for traffic and search can help you? Take a demo of the Vocus Marketing Suite now!

Susan Payton is the President of Egg Marketing & Communications, where she helps her clients realize the benefits of social media, content marketing and blogging.

Image: John Althouse Cohen (Creative Commons)

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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