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A major part of any social media strategy and plan is selecting social channels and that can be overwhelming with so many options. Some report thousands of social media sites and apps, Wikipedia lists over 200 and Brian Solis’s Conversation Prism has just under 200 social channel options in 26 categories. To simplify the selection of social channels I divide social media options into 9 categories by key characteristics. In a blog post “Are You Using The Best Social Media Platforms For Your Strategy? Know With This Social Media Platform Guide.” I list the top 3 or more channels in a category. Here I go deeper with a view of Top 100 social media icons to test your social media knowledge.

Click here for an updated version of this article and quiz.

How social media savvy are you? Take a couple of minutes and write down the names of the social media icons you know from the list of 100 top channels and tools below. How many can you name? (Don’t scroll down for the answers until you are done.). You will discover that some of these social media platforms are no longer active, yet played an important role in the social media landscape we interact with today.

Once you have written down the names, you can scroll down further to check your answers. First, let’s consider why social media is so important to any organization with some of the latest statistics. According to the Pew Research Center, 7 in 10 Americans use social media to connect with each other, engage with news, share information, and entertain themselves. with 84% of 18-29 year-olds on social media, 81% of 30-49 year-olds, 73% of 50-64 year-olds, and 45%) of 65+ active on social networks.

From Social Media Fact Sheet (April 7, 2021) Pew Research Center, https://www.pewresearch.org/internet/fact-sheet/social-media/

How many social media icons did you know? Add up how many social media names you had right. That is your percentage out of the 100 social icons listed here.

Out of the 100 social media icons you knew __%. Congratulations! As a marketer, advertiser, or public relations professional for any brand, you need to go where your customers are active. Reports indicate global adults spend 2 1/2 hours a day on social media up from only 15 minutes in 2012. Teens spend an average of 4.8 hours on social media a day.

Do you have a social media strategy?

For the latest changes in social media strategy consider Asking These Questions To Ensure You Have The Right Social Media Strategy and it’s a good idea to Perform A Social Media Audit at least once a year.

The first press release was written in 1906 to announce something newsworthy. Over the years PR professionals developed a standard format to obtain earned media publication in newspaper, magazine, radio and TV news. Like any industry the rise of digital and social media has changed best practices in this discipline. In this article you will learn the new standards and best practices for digital and social media optimized press releases.

The traditional press release was mailed, faxed or emailed to editors and journalists consisting of:

A Headline to grab attention of journalists and summarize the news.
A Dateline for the release date and originating city.
An Introduction Paragraph that provided quick answers to who, what, when, where and why.
The Body with further explanation, details, background, and statistics.
A Boilerplate with short about copy on the organization or company.
The Close was a symbol that meant the release ended.
Media Contact Information included the name, phone, email and address for the PR or media relations person.

Today’s press releases must include more to be effective. Digital assets, quality links, headlines, and calls to action should all be designed for easy sharing on social networks and be optimized for online search. The main difference in a new digital or social media release is that it doesn’t necessarily mimic a complete news story like previous traditional releases. Instead it provides more components or raw ingredients to put together a story in any format or to be shared on various social networks.

In 2006, Shift Communications developed what they call the Social Media Press Release with the template seen below. It includes a series of bullets with quotes from senior executives and multimedia elements such as logos, photos, PDFs of key materials, links to podcasts, and an annual report or PowerPoint.

This template is still relevant, but Shift suggests some updated features including:

Sharing Buttons for various social channels at the top of the page right under the headline
Multimedia that now emphasizes using short video.
Varying Viewpoints from other perspectives that make it more social.
A Link to an Official Press Release because some prefer the facts in one easy-to-read place for new aggregators to pick up easily.
Twitter Conversations curated to showcase what people are saying about the news on Twitter.

When writing IR Magazine suggests that … new media press releases should be tailored to various audiences like wire services and social media contacts. Share on X Therefore, communicating with bloggers is not the same as communicating with traditional media. Most bloggers who think you are pushing biased information will turn against you. The first step is to know the blogger you are targeting. Read their blog, get a sense of what they care about and start a conversation. Establish a relationship first and start with an interesting news item that may not directly relate to your company, then ensure the release links back to your organization’s main website as long as your content is good. Don’t let a person excited about your press release be disappointed by your site.

Press releases now need to be optimized for SEO. Write your release around three keywords or phrases that are important to key audiences. Keywords should be included in the headline and subheads at the top and in the body of the release. Sprinkle keywords throughout the release and add hyperlinks to help people find related content and provide support. SEO optimized releases help you get ranked in news search and editors may contact you solely based on your press release being properly optimized and relevant.

Catherine Spicer of PR Newswire focuses on what is not needed. She argues that it is also time to leave behind some conventions of the traditional news release. Writing “For Immediate Release” was intended to tell journalists when the story could be published, but now when a press release goes live online, it’s assumed that it is ready for immediate use. You may also want to stop using “Embargoed until XX:XX.” With so many news sites competing to break the stories first these days, embargoes are not always honored. Closes with a “###” are outdated as well. Readers today will more likely think the pound sign is a hashtag for tweets. The press release dateline now should always include a year. Thanks to website archives and search engines, press releases are now discoverable for an indefinite amount of time.

Victoria Harres also of PR Newswire suggests:

New releases should focus links on relevant metrics that count such as tracking online reads, social shares, and content popularity.
Releases should be used to publicize other organization content. When something interesting is published on your blog, website or YouTube channel use a release to drive brand exposure, social shares, media pickup, and brand discovery.
Improve SEO by answering questions. Search engines try to deliver results that answer searcher questions. So write press release headlines that highlight the questions the release answers.
Use keywords for SEO, but use language that relates with the target or it won’t get read or shared.
Remember that the press release today reaches much more than the press. Press release strategy should strive to reach editors and journalists, but also influencers, investors, employees and consumers.

What new press release standards and features are you practicing for digital and social media?

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