What the Social Media News Release is
The Social Media News Release (SMNR) is a press release designed specifically with the blog community and social media sector sites in mind. It does not include the 'spin' of the traditional press release, but provides multimedia content in an accessible format that can easily be repurposed and shared on blogs, websites and social networks including MySpace and Facebook.
Unlike the traditional press release, the content of the SMNR is deconstructed so that the core facts, quotes, contact details and boilerplate are all individually segregated to allow users to disseminate its various elements. It can accommodate images, audio and video (including embedded social media video including YouTube) and incorporates many of the Web2.0 and folksonomy tools popular among social media users today.
Characteristics of the RealWire Social Media News Release:
Social bookmarking options to allow users to 'tag' the SMNR to popular social bookmarking sites.
The use of hyperlinks in the copy body.
RSS feeds to allow subscribers to receive updated content in real time as it is published.
Optimised for visibility in search engines.
Links to related news for further background info.
Incoming blog links.
Technorati tags.
The ability for people to register and leave a comment on any particular SMNR - creating a two way dialogue unlike the 'top down' delivery method of the traditional release.
The ability to brand the SMNR with the client's logo.
The ability to ‘domain map' the release to the client's website URL (E.g. http://news.clientwebsite.com) giving the SEO (Search Engine Optimisation) benefits to the organisation.
What the Social Media News Release is not
Because social media is turning consumers into active producers of content, the SMNR is a tool that can assist in helping PR adapt to this changing media landscape in ways that were previously not possible. However, the nature of social media does not resonate with some existing PR methods which means the SMNR is not:
A secondary afterthought to traditional news distribution
Timing with a SMNR is just as important as other forms of news distribution. Outdated or already published news should not be used for distribution on a SMNR.
A tool used instead of conventional PR methods
While the balance of influence is shifting in favour of the individual, other communication channels should not be ignored. Any PR person worth their weight in salt will know this.
The shiny new thing that will change bad PR practice
The SMNR is only the delivery mechanism and the real value lies in the content. Knowing what your audience wants and providing them with something of value is the first step to creating an effective and useful SMNR.
A tool to control the message
PR in social media should not aim to spin or deceive the audience. The SMNR can, however, be used as a way to communicate with and gain valuable feedback from key audiences.
How we differ
If you build it, it doesn't mean they will necessarily come. Creating a SMNR is only the first step of ensuring effective communication with your relevant audiences. At webitpr we provide two additional key elements to help maximise the efficiency of a SMNR and make it relevant to those who receive it. Both of which differentiate us from our competitors.
Human approach
Technology and online communication are wonderful things in both their potential and immediacy. However, the age old method of applying a human approach is still paramount in this conversational world. At webitpr we understand the communal nature of the Blogosphere and the wider social media space and are building relationships with many key online influencers in each of their respected areas of interest and expertise.
Every blogger is an individual and we work with them that way - on a one to one basis. Meaning every SMNR we distribute will be tailored to those who have an interest in the particular subject and who have chosen to opt in to our distribution service.
The whole ethos of our offering is to provide a service of value to both the organisation and blogger. Our aim has always been, and always will be, to never spam.
Monitoring
Another factor that differentiates us from our competitors is our ability to track where your SMNR has been discussed, referenced or used in editorial. Because the internet is a medium that knows no geographical boundaries, a SMNR can be picked up and used by any blog or online publication around the world.
Some online publications, however, may not always reference back to the original release making it almost impossible to find without the appropriate tools and software. We have always offered comprehensive coverage monitoring alongside our online press releases distribution service and this covers both social media and the regular online media. This means we can provide the sender of the release with updated details of where the SMNR has appeared and the sentiment of discussion it has generated.
Learn more about our coverage monitoring services.