If you were wondering how to increase company awareness and improve client relationships all at once, the answer is social media. Having a social media presence can be a powerful tool for businesses to build brand recognition, increase popularity, and build client trust. Social media can be used in many ways, but today, we'll be explaining how to spread press content, using platforms like Twitter and LinkedIn. This is not only a great way to increase your own company's reach, but also a way to show clients the love. When you celebrate their own PR moments, they'll take notice, and maybe even return the favor!
So how do you get started? We've created a quick and easy cheat sheet!
Content Recipe for an Effective Social Media Presence:
The author of Brandscaping Andrew Davis, a media and marketing visionary, shares a new marketing methodology that “unleashes the power of partnerships”. He also explains the Social Media 4-1-1, a strategy to draw the attention of influencers (individuals that have influence over potential buyers):
- 4 pieces of content targeting your influencer- 67% of the time you are sharing content that is not yours, and trying to catch your influencers' attention
- 1 piece of original and educational content- created by you
- 1 piece of promotional content- this could be a coupon, product update, press release
In this blog post, we'll be focusing on this last item to show how you can amplify a client's or your own PR efforts with social media.
For our example, we'll be using press coverage from our own media superstar partner, Scott Spiro to demonstrate how you can take one article or press release, and continually generate fresh content.
Leverage the Publication's Social Presence
We'll be using this article for our example: L.A. Computer Security Expert Warns Students About Identity Theft
Publication: CBS Los Angeles
Twitter handle: @CBSLA
Reporter: Sharon Raiford Bush
Twitter handle: @TVwxGirl
If you do a quick search of a reporter's name in Twitter, you’ll likely discover his/her profile. If you don’t know what the reporter looks like, look to see if his/her bio checks out.
1. Tweet the original article, tagging the publication’s handle AND the reporter/journalist (if they have one)
- This is a really great social practice to adopt and builds reciprocity with media influencers. They’re typically not acknowledged, so they will appreciate your consideration and will likely retweet.
Pro-tip: Use a link shortener like Bitly to meet Twitter’s 140 character restriction. Bitly is free, and you can link your Twitter account: click here to give it a try!
2. When crafting your tweet, try to avoid sounding automated. Instead, share a compelling stat or takeaway from the article. Another way to write an engaging tweet is to ask a question. See below example based on identity theft article linked above:
3. When you have the room, include relevant hashtags like #MSP, #LA, #IT, #cybersecurity, etc.
What comes of this?
If the publication doesn’t automatically tweet your article, they might RT your mention and then your article gets in front of followers, contributing to higher social reach.
Pro-tip: Make a calendar for your social media plan (monthly/weekly) to share internally and to stay organized. Carve out time to mass schedule tweets linking to article to post on different days. Services like Hootsuite or Buffer are good for this.
1. Write a 2-3 sentence message to include with link in your LinkedIn status update.
2. Post in relevant LinkedIn groups, encouraging discussion
- Simply dumping a link or just saying "Look we were featured in this article" won't faciitate conversation.
- Ask a question and then continually contribute to the thread.
Don't forget to share this coverage internally and encourage employees to socially share. We like to use ClickToTweet for Twitter and Share Link Generator for LinkedIn. These services will give you the URL for your composed message for your employees to either tweet or post on LinkedIn.
Repurpose the Press Release into a Blog Post
1. Still make it content-rich. Address the content the article addresses. If it’s not immediately relevant to your MSP audience, find a common link. In this case, it would be vulnerability of personally identifiable information and the costly implications when compromised.
2. If you have video, embed it in your blog post! If you publish a video post, don’t just rely on the video. Provide a write-up with some good keywords to make your post more SEO-friendly. Incorporate these keywords in the title of the blog post too!
Share Your Blog Post on Your Social Channels
1. Incorporate visuals into your tweets. We can attest to the value of this with our own blog tweets. Kill two birds with one stone. Use your same blog header image in your tweet, unless you want to resize.
2. Craft a tweet that encourages retweets like this:
Pro-tip: If you are going to include a photo you should know it counts for 23 characters!
Other Ways to Get Extra Legs Out of This One Article
1. Turn your blog post into a Slideshare.
- Slideshare is the Youtube of presentation/doc sharing platforms when it comes to SEO
- You can embed Slideshare into a blog post if you want to share your findings in a future post.
- You can share your Slideshare and have your LI followers click through the presentation in their feed.
Check out this example of one of our Slideshares, and the blog post we created out of it, 12 Must-Know Cybersecurity Stats of 2014: IT SNAFU Day 5
2. Create an infographic.
- Another digestible way to share information that can easily be embedded in a blog post
- Cut the infographic up and make a Slideshare
- Submit your infographic to infographic-hosting websites, like visual.ly
This is something we swear by. Check out one of our own examples, Become the BDR Superhero Your Clients Need! [Infographic]
3. Share any of this content in client newsletters
4. Host a webinar on the topic
5. Once you have enough similar articles, you can turn them into an eBook, without having to reinvent the wheel.
We did just that with this eBook!
By Courtney Swift
By Lily Teplow
By Scott Wittstock