I always tell clients that it is no longer enough to be beautiful when it comes to marketing online. The Internet has become more like an Oscar after-party than it is like the airport Ramada. Online, you’re never the lone beauty in the hotel lounge. Online, you’re surrounded by equal or greater beauties. What’s more, the most successful online social media barflies are aggressive in addition to gorgeous. Too many companies that have invested vast resources in social have Pretty Boy/Girl Syndrome. A symptom of this disease is an expectation that others will go out of their way to pursue you.
In response to The Social Media News Release explained in detail, Jonathan Rick asked me, “Isn’t this essentially the same thing that Pitch Engine offers?” Jason Kintzler then added, “Yes Jonathan, exactly! Did I mention you can do it all for free?!” (See Socialmedia.biz’s earlier writeup on PitchEngine: A social PR platform for the new era.)
Well, my response is the topic of this post today: “The article is only about the what and why of the Social Media News Release and not the how. Pitch Engine is a how!” I then added, “Pitch Engine doesn’t take away the work: writing/collecting compelling copy and assets. You do that work” and then “Our SMNR is just a platform and structure. 90% of one’s time should be spent writing amazing content” and then, finally, “Installing WordPress, an amazing platform, does not an amazing blog make; Pitch Engine is amazing but content is king.”
Last week I dissected a blogger outreach pitch email line-by-line in Detailed analysis of the perfect blogger pitch as a way of proving that no matter how brief and conversational one of Abraham Harrison’s blogger pitches may appear at first blush, the effortlessness takes a lot of work and the time of three senior agents. Today I plan to go through, line by line, a site we create to support all of our blogger outreach campaigns. You can call it a Social Media News Release (SMNR) or a microsite, a resource site, or a fact sheet. To those of you who are in communications, you’ll recognize the structural similarity between it and a traditional news release or press release.
Let me boil my last post, Here’s why it make sense to use Google Plus, down to practical pieces. Part of what makes a technology premature is that you have to be careful how you use it, because it isn’t mature enough to just work no matter what you do with it. To help you carefully handle Google+ for maximum advantage, I’ve assembled eight steps that help you get the best search visibility from your Google+ posts. These tips are simple, but some are easy to overlook. I hacked this awful-looking graphic as an example:
Here’s a list of things that you need to consider before you invest your time and energy in Google+:
- Make sure all your posts are Public. You can add more circles in order to spur interest among your friends, but be sure you explicitly tell Google, through your willingness to share publicly, that they can index your content in their public search engine. Check this every time because sometimes Public isn’t always selected, depending on the situation. Here’s my Google+ public profile.
- Use a clean URL when you add your content to Google+. Google+ hasn’t been translating URL shorteners well, so use a link from the source. This will not only allow Google to better populate the content as you see above, including the Title, Blog Name, Description, and an Image from the post, but it will also allow that content to be cross-referenced to any Google +1 “likes” from others within Google+ and the rest of the Googlephere. Site URLs are translated the way they are on Facebook. You need to paste the URL into the “Share what’s new…” text box.
- Prefixing names with a plus sign links that name to the person’s profile on Google+. You can include your friends and people you’re connected to on G+ in a similar way you do in Facebook, but Google+ has a gimmick that you may know or not. In the graphic above, you’ll see a light gray-blue rectangular box around the names Arsh S and Jenna Levy — I did that by adding a plus symbol (+) before each name while I am writing the article. G+ then populates a pull-down, offering pre-populated names of people I am connected to. I just need to select and go. Sometimes the profile’s privacy setting prohibits the link reference to persist after posting. Linking to people is a good way to engage, inform, and initiate conversation.