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Dutch financial services group ING released the results of a survey last month on the impact of social media in The Netherlands in 2012. The depth of information ING has published is comprehensive and paints a fascinating picture of attitudes, opinions and behaviours regarding social media in Dutch society based on a survey among 1,500 consumers, with a major focus on financial news. 55% of consumers come across information regarding the financial sector in online media such as news sites and newspaper websites at least once a week. 33% of consumers see financial information posted on social media like Twitter and Facebook at least weekly. Nearly two-thirds of consumers (65%) said they find the information posted on online media to be reliable. I wholeheartedly agree that the social media press release is one element in a holistic communication and engagement endeavour. Neville – I was searching for an example of a social media press release to show a colleague and your post popped up. Of the many motivating factors for the use of social media press releases, there are two driving forces that stand out: The changing needs of the end consumer and increasing ease of use for the media.
Due to the increasingly social and sharing nature of the web and the increasing importance of press releases as direct to consumer communication tools, it is important for marketers and public relations professionals to adjust their message format and delivery to correspond with the needs of today’s web savvy audience.
Another motivator for using social media with news releases is that editorial resources at many publications are running thinner than ever and expected to do more with less. Facilitating news distribution and consumption by utilizing social media elements provides the social media savvy Internet audience with information in a format that is familiar and more functional than a traditional press release.
In essence, a well written and produced social media press release will make it easier for a journalist to write the story they are tasked with and in a format that is increasingly popular with end consumers.

While additional media and formatting improve the impact these releases can have, the real opportunity with social media press releases is the integration of SEO tactics. The Social Media Release is a new press release template that attempts to provide bloggers and other Internet media with news release information in a completely new format. As you can see, the idea is to break up your content into bite-sized chunks that anyone on the net can redeploy, rather than writing the traditional pseudo-news-story style press release that has been the dominant format for decades. If you are interested in this topic, I suggest you follow it online through blogs like
Jon provides PR services including media relations and freelance writing to clients including start-ups, law firms, corporations, investment banks and venture capital firms. My impression after the event was that here, if ever, was an opportunity to have produced a social media news release, a media release that makes content available in a form that bloggers and other online publishers can readily pillage for freely licensed embedded videos, images, social bookmarking buttons and related links to fill out their own post. The trad press release was fine for a news cycle that ran according to daily schedules, rather than real time, and sought to provide quotes that the media could reuse in their own copy. Traditional press releases seem (to me) to be designed to act as a source of material that other parties can draw on freely in their own publications (and as such act as part of a PR machine for whoever produced the release).
Social is now embedded in it fully and wholly, and it’s one and the same with your traditional press release. It’s not enough to put links to your Twitter account or Facebook page on your press release, or even enough to provide suggested content. Encouraging the sharing of news via social bookmarks, social news, image and video sharing as well as subscribing to news via RSS provides the news publisher multiple options for meeting the information consumption needs of consumers as well as the media. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing.

The overwhelming majority of press releases are still written in that old, ineffective style -- and tons of them still get picked up. For instance, Marketwire recently announced a new version of its social media release template. He's been a journalist and a PR executive, and has been a featured speaker for many years at the Bulldog Reporter Media Relations Summit, and served as Bulldog's Editorial Director for their PR University series of weekly how-to audio conferences. I think higher education establishments are getting better at using social media.I work for a firm, that amongst other things, specialises in social media consultancy for colleges and universities.
Tools for sharing have made distribution of news and media much simpler than they were in the first version, back in 2006. Today, you must have your social network (or your PR agency must have one ready for you) prepared, with relationships built and in place, long before your press release even hits the wire. By optimizing the web site to make it easier for searchers to find, you maximize the medium. If you create a robust press release using social media AND you optimize for news search engines, then you’ve made it easy for both the media and end consumers to find your news.
And there's still the matter of telling a story: chunky templates may have smaller bites of information, but if they don't tell the reader a story, they are going to be ultimately confusing.

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