How to Maximize Media Placements on Social Media

Reporters covered your event. Success! You’ve got the news media placements, and the adjoining spike in web traffic to your site, and that’s likely to last for a few hours after the story is posted online. Before you start tallying the total impressions made, or analyzing how your spokesperson did with the key messages, think about this media placement the same way you think about a stick of your favorite brand of chewing gum – how long can I make this piece last?

The hard part is over – engaging the media and garnering coverage. But there are some important follow-up steps to take that can maximize the mileage gained from that hard-earned placement. As PR professionals and experts in social media at Lukas Partners, we know that acting quickly during this period of increased visibility can extend the shelf life of the attention you’ve created in a big way. Media placements give your organization coveted third-party credibility and maximizing coverage only extends that credibility to reach more of your audience.

To increase credibility and boost Search Engine Optimization for your website, the first step is to drive traffic to the media placement. Here are steps that can help you direct traffic to media content:

Share it on social media – This is the most important and most obvious step, but one important component to it that sometimes gets left out is mentioning the reporter who covered the piece, and offering credit and gratitude in a follow-up post. Like you, reporters are also responsible for driving traffic to their work, and you can help them achieve this simply by including their handle in your post (see example below).

 There are additional layers to sharing your placement. After you’ve shared it with a mention of the author of the piece, share it again with the name of the media outlet in your post, which will make it more visible and easier to find for marketers of the brand, which also gives them the chance to reshare it and further spread the story.

Now that you’ve elevated visibility for the coverage within the organization that published it, it’s time to dive within the content of the article itself and share it with others who appear in the piece to enlist their help in spreading the news. Using hashtags, posing questions and writing interesting lead-ins related to the piece also are key drivers of reshares and clicks.

Resharing is caring – Online tools like BuzzSumo allow you to view who else has shared your content, and packaging some gratitude in a post to the people who have shared it is a great (and subtle) way to redistribute the coverage. Search for people who have shared the article by entering the web address into the search field. A list will appear when you click “View Sharers,” and mentioning them creates an additional layer for resharing your content.

Contribute to the conversation – Check the publisher’s social media outlets for posts about the article. Once you’ve found your content on the publisher’s Facebook, Twitter and LinkedIn accounts, make sure to like it, comment on it, share it and retweet it. These steps widen your reach and reinforce to the writer that you are diligently promoting their work.

Repurpose your piece for external communication – Add the coverage of your outreach to any newsletter or relevant email campaign within your organization and send it out. After you’ve done so, forward it to the reporter so he/she knows you’ve shared it with your professional network.

Get linked up – Link to any relevant posts within your site that provide good opportunities to revisit your recent media placement. Remember, the more paved ways there are to your content, the more likely your target audience is to find it. You might also share this page with publishers to demonstrate that you’re doing everything possible to drive traffic to their site, too.

All of these steps are aimed to maximize the reach by increasing the chances of it being seen and shared. Each also has a networking component baked in that helps establish that you’ll work hard to drive traffic anywhere your organization is mentioned. This increases the probability of being mentioned again in the future because you’ve shown value to the member of the media you’ve been working with by getting more mileage out of their work, too.

About the blogger:
Brian Ayers is a senior account executive at Lukas Partners. As a former journalist, Brian has a great deal of experience with all types of media. He works with organizations on a regular basis to help them tell their story in meaningful ways through a broad range of formats.


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