The Do’s and Don’ts for Writing a Social Media Press Release

Press releases have changed over the years. Today’s press release provides an abundance of opportunity to reach out, connect, share, and grow your business. Social media releases are more often shared, reprinted, and linked to and they have a great chance of grabbing media attention.

Do Include Media – Did you know that press releases that contain images are more likely to be picked up than those that are text only? Make sure your social media press release includes graphics, video, and photos.

Don’t Forget It’s Still a Press Release – Social media press releases still need to retain their structure and formal tone. Don’t get carried away with the fact that it’s “social.” The only part of your release that can be conversational and a bit informal are your quotes.

Do Include a Boilerplate – Your boilerplate is more important than ever with your social media release. What’s a boilerplate? It’s a standardized description of your company, what you have to offer, and who you are. Another way to think of it is that it’s your “elevator pitch.” When someone asks you what your company does, what do you tell them? Typically, the same boilerplate can be used in any press release you publish. It doesn’t need to be re-written each time.

Don’t Forget Your Call to Action – A press release needs to have a call to action. It needs to tell your readers what action they can and should take next. For example, do you want readers to visit your sales page? Do you want them to contact your company? A call to action is important for any type of press release, and it’s particularly important for a social media release where people are primed to take action. It’s a perfect opportunity.

Do Format Your Release for Easy Reading – Social media releases are viewed online. In many cases they may be viewed on a mobile device, which means they have to be easy to read. You can use bullets and numbering. Break your paragraphs up and make sure that the font you choose is easy to read.

Don’t Assume People Will Read Every Word – People tend to scan online content. This is one of the reasons that formatting and graphics are important. It helps guide your reader’s eyes through the content. Make sure your important points stand out and are easy to identify.

While social media releases allow you to add new elements, it’s important to remember that it’s still a press release. Keep to the basic structure of a traditional press release and use your social media elements in key places. Double check that your links work and don’t forget to include links to your social media pages and profiles. Do use the strength of a social media release to its fullest.

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