Every generation says "we live in strange times." But even previous generations would have to look at 2010 and admit that we are in the midst of fundamental shifts in media, technology and communication.It is no longer significant to point out how people are relying more on social media and less on print and broadcast media, or that advertisers are shifting dollars rapidly from traditional media outlets to search and social media.This information has trickled down to even the least savvy professionals.But in spite of all this, there is still this perception that somehow broadcast and print media are more legitimate, especially to marketing and communication folks.Businesses love to see when people on Facebook make wall comments and those comments drive Web site traffic and that traffic converts to business.Or when getting ReTweeted results in their store filling up with customers.Or when a blog post helps them get a call back from a prospect.The thing is, there is nothing like seeing your name in print.Even if those 500 media pickups from your online press release drive a lot of new business, there is just a "something" about seeing your name in the business section of the local paper, even if it can't be tracked, measured or attributed to a single sale.Now here it the challenge.Every week there are two fewer newspapers in the US.Magazines are going from weekly publication schedules to monthly, or going entirely online, or just going away.Reporters are being laid off.There are fewer places to earn print media.And if you're like most marketers, you hear that reporters get so many phone and e-mail pitches, they don't bother reading most of them.But.They do use Twitter and LinkedIn to find sources and post queries.The next question is, "okay that is great, how and when do I use LinkedIn and Twitter to reach the media." Here are the ways to be the most successful in your efforts.Twitter is about Just-In-Time communication with the media.Yes, you can and should Tweet your news releases, but don't expect a viral explosion over the announcement of your new Web site.Like so many other aspects of social media, the real value is in listening.Follow the reporters, editors and analysts you most want to reach.At the very least, you'll learn what topics that reporter cares about.If their main focus is on cloud computing, stop pitching them on why IT directors need social media policies.The real home run is when they send out those delicious urgent queries.When reporters need a source right now, they Tweet for it.Respond fast with a good pitch or source, and you're on your way to a great pickup.LinkedIn is about Just-In-Case communication with the media.By building a descriptive LinkedIn profile, you make it easy for the media to find you.Are you a CTO at a midsized company in California? Make sure to use those clear precise words in your LinkedIn Profile.Think like a reporter.If they need to talk to the president of a retailer in the home improvement business, what keywords are they likely to use? Okay, that helps them find you.Now let's be proactive.Any time you meet with, talk to, hear from or have any real life connection to a reporter, find them on LinkedIn and connect with them.Today's LinkedIn connections are yesterdays' Rolodex.By having that relationship built with a reporter, you have access to her via a direct channel when you need to get a story out and they have access to you when she needs a source.
Wednesday, September 26, 2012
When to Use LinkedIn and When to Use Twitter to Pitch the Media
Every generation says "we live in strange times." But even previous generations would have to look at 2010 and admit that we are in the midst of fundamental shifts in media, technology and communication.It is no longer significant to point out how people are relying more on social media and less on print and broadcast media, or that advertisers are shifting dollars rapidly from traditional media outlets to search and social media.This information has trickled down to even the least savvy professionals.But in spite of all this, there is still this perception that somehow broadcast and print media are more legitimate, especially to marketing and communication folks.Businesses love to see when people on Facebook make wall comments and those comments drive Web site traffic and that traffic converts to business.Or when getting ReTweeted results in their store filling up with customers.Or when a blog post helps them get a call back from a prospect.The thing is, there is nothing like seeing your name in print.Even if those 500 media pickups from your online press release drive a lot of new business, there is just a "something" about seeing your name in the business section of the local paper, even if it can't be tracked, measured or attributed to a single sale.Now here it the challenge.Every week there are two fewer newspapers in the US.Magazines are going from weekly publication schedules to monthly, or going entirely online, or just going away.Reporters are being laid off.There are fewer places to earn print media.And if you're like most marketers, you hear that reporters get so many phone and e-mail pitches, they don't bother reading most of them.But.They do use Twitter and LinkedIn to find sources and post queries.The next question is, "okay that is great, how and when do I use LinkedIn and Twitter to reach the media." Here are the ways to be the most successful in your efforts.Twitter is about Just-In-Time communication with the media.Yes, you can and should Tweet your news releases, but don't expect a viral explosion over the announcement of your new Web site.Like so many other aspects of social media, the real value is in listening.Follow the reporters, editors and analysts you most want to reach.At the very least, you'll learn what topics that reporter cares about.If their main focus is on cloud computing, stop pitching them on why IT directors need social media policies.The real home run is when they send out those delicious urgent queries.When reporters need a source right now, they Tweet for it.Respond fast with a good pitch or source, and you're on your way to a great pickup.LinkedIn is about Just-In-Case communication with the media.By building a descriptive LinkedIn profile, you make it easy for the media to find you.Are you a CTO at a midsized company in California? Make sure to use those clear precise words in your LinkedIn Profile.Think like a reporter.If they need to talk to the president of a retailer in the home improvement business, what keywords are they likely to use? Okay, that helps them find you.Now let's be proactive.Any time you meet with, talk to, hear from or have any real life connection to a reporter, find them on LinkedIn and connect with them.Today's LinkedIn connections are yesterdays' Rolodex.By having that relationship built with a reporter, you have access to her via a direct channel when you need to get a story out and they have access to you when she needs a source.
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