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Posts Tagged ‘Brand Journalism and Social Media’

Driving Brand Journalism Through Social Media (Pt 3)

Over the past two days, we brought you posts on the intersection of brand journalism and social media (co-written by Tim Gray, content strategist at online marketing/web design firm Blue Fountain Media). Today we conclude the series by reviewing distribution issues and offering several more examples of “owned media” sites that get the new PR equation just right.

The final step in the three-part journey from traditional PR to brand journalism:

3. Achieve Maximum Participation

In order to succeed as a brand journalist, you must be an expert in your field—not just a producer/distributor of goods, services and press releases. Your best content will reach across social media by appealing to readers who’ve never heard of your brand but have a vested interest in the products you offer.

Create content that can be re-used and re-purposed as often as possible. Write multimedia stories that can simultaneously serve as tweets, Facebook updates, blog posts, and sharable video files. Hit all avenues at once for optimum exposure. And, again, facilitate interaction by explicitly encouraging followers to “tell us what you think in the comments.”

  1. Making the most of all social media channels will boost your traffic numbers while building your reputation as a trustworthy source of information. The larger “conversation” will ultimately revolve around those who create original, high-quality content—no matter which channels they use.

Social Key: You should encourage every member of your team to promote all your content across multiple social media channels—but you also need to make sure you don’t repeat yourself too often. Followers will quickly tire of a rep who just re-posts the same material in different venues. At the very least, you should learn to update, alter and re-frame your material to make sure it’s still fresh for your audience.

For example, if a follower tweets a story that you ran a couple of weeks ago, re-tweet his/her message and add a comment. This simple act may re-kindle interest in a post that no longer shows up in your followers’ feeds but remains relevant.

If you don’t have any original material at a given moment, share something from a source you follow that you believe your own audience would enjoy. Small touches are still touches.

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Driving Brand Journalism Through Social Media (Pt 2)

In yesterday’s post on using social media to drive brand journalism (co-written by Tim Gray, content strategist at online marketing/web design firm Blue Fountain Media), we discussed  moving beyond the traditional self-centered PR mindset. Today we go into greater detail about researching and creating great content–and making it social.

We’ll start with the second step in the journey toward successful brand journalism:

2. Establish “The Newsroom Effect”

Brand journalism requires marketing/PR professionals to start thinking like journalists (or, at the the very least, bloggers).

Learn your beat by listening through social media channels. If you have a personal Facebook, Twitter or Pinterest account, then you’re already something of an expert—you just have to practice observing channels that are relevant to your target audience through their eyes.

  1. Share and share alike: You don’t just need to share your own content—send your audience a few pieces from other sources that you follow. They’ll appreciate the effort as long as the material is relevant to them.
  2. Develop an editorial calendar: Everyone likes consistency, and readers want to know that they can expect fresh content from you on a regular basis. If scheduling is a challenge, encourage team members and others at your business to contribute ideas or posts of their own.

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Driving Brand Journalism Through Social Media (Pt 1)

This week we bring you a special three-part post co-written with Tim Gray, content strategist at online marketing/web design firm Blue Fountain Media. Tim believes that brand journalism is indeed the future of PR–and that the best way to promote a brand is to create that crucial content yourself and promote it via social media.

The first step on the way to making brand journalism work: abandon the self-centered approach to messaging that formed the basis of the traditional PR playbook.

  1. Move beyond the standard PR mindset

For decades, brands bombarded customers with me-first messages pushing “my product, my service, my plan…that you the customer now have the pleasure to purchase at my command”. This approach worked because customers didn’t have too many options when searching for information. It doesn’t work any longer, because most web surfers will quickly abandon your page unless you present them with compelling, easily accessible stories that truly engage, entertain and inform.

The “if you write it, they will come” maxim feels a little too simple though, doesn’t it?

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