1 The Lines are Blurred
The lines are blurred between traditional media, media bloggers and own “news / information channels” and social media channels.
2 News Release Not Press Release
We need to develop the format of information or news stories, not as a “Press release” but a “News Release” or “News Update”.
3 Guarantee Frequency
Develop frequency, frequency leads to familiarity, familiarity leads to trust – just like a friend dropping in with helpful news and updates, the news updates arrive with essential news in a regular basis.
4 Ensure Consistency
Ensure the look of the news update is consistent, with each release. Friends should be recognisable and offer the same greeting each time.
5 Target the target
Write for the target “audience”, including members, team members and stakeholders not just key media.
6 Include Keywords
Ensure “Keywords” are in the post, consistent with the overall strategy. You do have a “Keyword” strategy?
7 Link to Links
Embed links to web site(s) and other key assets and information or data. Make it easy to find more information as necessary.
8 Content is king
Content is king, it develops, authority, thought leadership and platform
Link to more content detail, where appropriate from a shorter “teaser” release, when appropriate.
9 Social Media
Add Social media tags, including Linkedin, Facebook, Twitter, Google+, Pinterest.
Use “forward” & “share” options, make it easy to spread the good word.
10 Use Social Media
Use Social Media to cross promote, especially Twitter, the chatter key line. Use Buffer for example to multiply and sequence the update.
This is from the "Letters to a Friend on Social Media Series" Check out the web site Dimensions of Strategy for more information, sign up for updates