How to Know If Your Social Media Release Is Effective

Issuing a news release is a great way to build your audience, boost your brand, and of course to make sales and grow your business. And of course social media often plays a critical role in marketing success and increasing awareness. The power of these two marketing tactics is combined when you create and leverage a social media release.

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A social media release is a news release that is designed to be effective on social media. It usually contains social elements like links, the ability to share, like, and comment, as well as hashtags and other common social media features. They’re usually quite visual to aid in social performance and engagement.

If you’re working to build a strong press release marketing strategy, it makes good sense to leverage social networking with a social media release. And of course any good marketing strategy also comes with goals, measurements, and analytics. It’s the only true way to know if your efforts are paying off. So how do you know if your social media release is effective?

#1 The Basics

With any social media post there are a few key pieces of information that you can track. These include shares, likes, and comments. You can also track tweets, retweets, pins and reposts, depending on the social media channel that you’re looking at.

For your first social media release this information may be a bit arbitrary. You don’t have anything to compare it to. However, you can tell which links, quotes, images and comments were most popular. This will give you useful information going forward. Additionally, Facebook Insights and Twitter Tools can tell you how many impressions you had, along with some other useful information.

#2 Your Website Analytics

Assuming you put links in your news release, and you should, then you can also use your own website analytics to track clicks and activity after those clicks. You should be able to tell how many people visited your site from your press release, and where they came from.

For example, did they find your site from a news release video shared on YouTube or a quote from your release that was Tweeted? Your analytics should also be able to tell you when people were visiting your site (i.e., what day and time of day) and what pages they viewed on your site. This will help you set more specific goals for future releases.

#3 Distribution Analytics

Some press release distributors offer a variety of features ranging from social media release distribution to analytics and reporting. Look for a service that provides these features and leverage their collective information to learn how your social media release is performing.

The more data, knowledge, and resources that you have, the easier it will be to fine tune your press release marketing strategy and efforts. Social media releases are a powerful tool and the right information can help you make the most of them.

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Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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