But if you want to extend your reach to a broader audience or even others in your industry, coverage of your organization in traditional news media can help you do exactly that.
Here are three tips to help you use social media to gain more coverage in the news media:
1. Make the right connections… and listen! Many reporters and editors are now using social media. Find journalists in news media outlets that cover your region and industry. Follow their tweets and blog posts, and know what they are writing about. Use social media to learn their interests and the types of stories they cover.
2. Become a valuable resource. Point out to a reporter if something that’s relevant to your industry or region is generating a great deal of activity on social media. The journalist may want to check it out as a potential story. But make sure the activity affects the journalist’s audience in some way.
3. Fill the news hole. Today, there are many opportunities to earn news media coverage of your organization – if you know how. Just as cable news ushered in the 24-hour news cycle in the 1990s, social media has ramped up the quantity and pace of news coverage. That means journalists need information and story ideas for their tweets and blogs. On Twitter, follow hashtags on trending topics in your industry, then take the conversation with a journalist offline by sending an email with your take on events. Point reporters to your blog (if you have one) or Facebook fan page, and be a good source of information not just on your business, but on your industry.
Coverage in the news media can expose your organization – and your message – to others who might want to follow you, purchase your product, or become involved in your effort.
And, of course, we all know that to be effective you need to reach your audience as many times as possible, using as many communication channels as possible.
What are your thoughts??