Releasing information online is quick and cheap, but important messages often go unnoticed online – or worse, the audience grows weary of weak or repetitive content. Here’s some thinking on how to release information effectively:
The Social Media Press Release (SMPR): In the old days, a press release would be a hard copy of basic information on the topic, a quote and maybe a photo or two. These days, it’s a little more three dimensional…
A Social Media Press Release is the best way to release important information online. The document should contain the key facts (important information managed in snippets), suggested quotes for use, boilerplate (or standardised article footer about yourself or your brand), dynamic links to all your other resources such as your LookupPage profile, Facebook pages, RSS feeds, brand images etc. as well as your full contact details.
Twitter and Micro-blogging: You can create ‘Tweets’ which notify certain people and also act as a teaser featuring a brief summary and link to your full article or blog post. 140 characters is all you need to release basic, or even regular information (due to the real-time brevity of the Twitter micro-blogging platform).
PDF Article or Documentation: When releasing brand updates and other regular content, especially if en masse, it can help to package these documents into a PDF format or another standardised format – but remember to keep the text dynamic with the appropriate links.
A PDF will be easy for your audience to save and read at their leisure and also allows for easy printing and negates formatting and other errors when they forward your information on to their friends.
RSS Feed: RSS stands for Really Simple Syndication and delivers your headlines to the subscribed audience as the stories break. Do a search on your favourite search engine for guides on how to set up an RSS feed.
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