On November 1, 2011, at 1:00pm EST, HubSpot’s Social Media Scientist, Dan Zarrella, and PR Newswire’s VP of Social Media, Sarah Skerik, teamed up to present a webinar about press releases. This webinar, which can be found at http://www.hubspot.com/the-science-of-pr-thanks, discusses the different tactics that can be employed to increase things like total views, engagement, media/spider visits, and Facebook sharing regarding press releases. Using the data provided by PR Newswire, Dan analyzes the effect that day of the week, hour of day, length of headline, photos, videos, and digits have on an individual press release. He makes uses graphs and charts to depict his analyses of these topics.
What does all that mean though, and why are press releases even important? Well, I will tell you. According to prweb.com, “press release distribution helps you create buzz, increase online visibility, and drive website traffic.” The whole point of creating a press release is to make other people aware of your information so that they can share it with all of their followers. As a result, you are able to increase the reach of your information 10 fold by simply creating, and distributing, a press release on sites such as PR Newswire.
Dan accurately outlines in this webinar how and when to distribute your press releases. Listed below are 8 things that I found to be most important and interesting:
1. 30 to 130 characters is the optimum length for a press release headline. Too short and the viewer will not have an accurate understanding of what to expect, and too long and view may get bored reading the headline – that’s no good.
2. Headlines that contain “digits” fair better than those without. Read More…
Southwest Airlines is one of the most social brands that I have come across. Through the use of social media, they have enabled their users to practically promote the Southwest name themselves! Following are some questions which I’ve answered regarding Southwest and their marketing approach and strategies.
Briefly introduce the company and its marketing approach
The basis of Southwest Airline’s marketing approach is to listen to their consumers. Listening is one of the smartest things a company can do and Southwest does this extremely well. By listening to their consumers, and paying attention to the talk on the rest of the internet, Southwest is able to apply what they have heard and have relevant conversation with consumers. This builds brand loyalty, as a result of the emotional connection consumers’ form with Southwest. In order to listen well, a company needs to be active in the areas in which consumers are talking. Southwest is active in many social media sights including: Twitter. Facebook, Flickr, LinkedIn, YouTube, Gowalla, Foursquare, a blog – Nuts About Southwest.
What am I doing as my digital self across the internet? Where do I fit in with other users of social media? There are so many avenues to be involved in online it is difficult to classify exactly where I, as an individual, fit in; and also, where you fit in. It is possible though to determine precisely how your use of social media fits into the grand scheme of things.
Consider Forrester’s Social Technographics. For me, I would fall partly under the “Creator” category with the majority of my time spent in the “Conversationalist” category. I have created my own website, http://www.emilybaumgartner.com, which doesn’t necessarily exist anymore because it was too expensive. I had this website for a year, but I’ve moved on primarily because I can achieve the same results with free sites, such as http://about.me/emilybaum. So I have created some content online just not as much as people who may be fully involved with creating content, it’s just not as appealing to other users as a funny YouTube video would be. However, I do aspire to be a full-blown creator one day, when I have more time to devote to creating content. As for the conversationalist ranking I’ve bestowed upon myself, this comes mostly from my interactions on Facebook and Twitter. I talk with my friends, posting on their walls and tweeting at them and such. It’s easier to be involved at this level because most people are. It’s also a convenient level to be involved at because I am on par with my peers.