It’s incredibly hard to get a social media community interested in a press release, and it’s not because they hate hearing about what your company is up to, it’s just that they hate the way you’re telling the story. Consider some of the approaches the average press release takes.
1. [company/brand name] announces [product/service name]
This press release is boring and will be considered spammy because it simply uses hyperbole to shamelessly promote a company’s product or service.
2. [company/brand name] announces [financial news]
This press release announces that a company is merging with another, has gotten additional funding, etc. And doesn’t really add any value to the experience of the end user (unless you’re announcing something like the Google acquisition of You Tube)
3. [company/brand name] plans [action]
This press release announces that a company plans to do something, i.e. ‘medical company plans to combat disease’. While we’re all for combating disease most social media users would appreciate it if you did it a little more quietly or make it more relevant.
4. [company/brand name] achieves [accomplishment]
This press release just pats its sponsor on the back by boasting what the company has achieved. Sure, we’re happy that you’ve signed up your 100,000th user, but what do you want us to do about it?
Why Regular Press Releases Fail in Social Media
Here are the 3 main reasons why a press release would normally have zero chance of success in social media:
1. They have the wrong singular focus, which is on the company issuing the release.
2. They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience.
3. They don’t have a specific audience in mind, and are written broadly and presented blandly.
Now, it’s perfectly fine to want to promote your company, because after all, we all have to make a living. But the social-web audience doesn’t like blatant sales and marketing speak.