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Social Media

Checklist: 20 Top News Sharing Ideas

by Randall Craig on April 28, 2017

Filed in: Blog, Make It Happen Tipsheet, Media, Social Media

Tagged as: ,

When there is important news, how do you share it?  At the 30,000 foot level, the answer is simple: send an email and put it on Social Media.  When it comes to execution, however, many organizations miss great opportunities to get the word out.

Here are 20 ways…

Social Media

  • Write a blog post about it, but tie the news to the reader: answer the question “so what”?
  • Create a mini-video (60-90 seconds), possibly including it within the blog, but also post it on YouTube.
  • Update your LinkedIn Company page.
  • Update your LinkedIn Status.
  • Publish a LinkedIn article: similar to your blog post, but edited to be relevant for your Linked audience.
  • Write a Facebook post pointing to your blog.  And upload the mini-video.
  • “Boost” the Facebook post so that people will actually see it.
  • Tweet about the news, pointing to your blog, YouTube, or if possible, to a 3rd party source.  Add relevant hashtags.
  • Send semi-customized notes to your connections in LinkedIn: this can be done in batches of 50.

Email

  • Send a semi-customized email “blast” to specific segments of your list about the news.
  • Include it as an item in your monthly newsletter.
  • Change the standard corporate email signature to include a one-line link to the news.

General marketing and communications

  • Add it to relevant PowerPoint presentations.
  • Create a case study.
  • Use media relations to generate secondary publicity.
  • Use traditional or online pay-per-click advertising.

Probably the most effective way to get the news out is to take advantage of those closest to you.  They will know how and when to share the news in ways you couldn’t imagine.  And of course, there are more of “them” than you…

  • Let your internal team know, via email, intranet, townhall meetings, and internal social media.  (And for the most important news, you can also ask them to share with their networks on social media.)
  • Let key partners know, either by personalized email or a personal telephone call.
  • Ask key partners to participate in a YouTube interview, discussing the impact of the news on the industry.

This week’s action plan:  “News” doesn’t need to be news about your organization – it can be news that is relevant to your clients, prospects, members, suppliers, or staff.  In fact, no one really likes spending time with people who only talk about themselves.  This week, be a reporter: use this list to share relevant third party news with others.

Share with your peers:  What would you add to this list?

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

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Many organizations struggle with setting up a social media (or email) response strategy.  How do you trust front line staff to answer properly, if they don’t know the policies?  How do you have a consistent response, no matter who responds, or when?  And how do you minimize service costs, while maintaining service quality?

One thing is certain: if you don’t get your social media (or email) response strategy right, there will be complaints: they don’t care about me.  They are unfair. Why were you able to do it for so-and-so, and not me? And worse, these complaints will be made public on social media, crowding out the impact that your organization was hoping to make.  Poor service response is the ultimate anti-marketing strategy.

While I have written before on scenario planning and social customer service, here is how to start:

  1. Custom responses:  For the first three months, have a more senior person answer any queries, based on the applicable real-world policies.
  2. Template responses:  At the end of this time, analyze all of the responses, and create the “top-ten” pre-written template scenario responses.  These can be delegated to front-line staff to use; any issues that go beyond these questions can be escalated.  Periodically, these additional escalated responses can be added to the knowledge base for front-line staff use.
  3. Pre-empt with FAQs:  The template responses can also be cycled back into the website in the form of FAQs, thereby reducing user frustration (and possibly also reducing the need for any interaction at all.)
  4. Automate:  Technology can be used to identify issues, delegate, improve efficiency, and track social media-based service requests.  It can also be used to auto-respond to emails with suggested answers. (We don’t recommend using technology to auto-respond to social queries though: the risk is too high.)

This week’s action plan:  Every organization has a different front line:  it could be the receptionist, a contact center, a membership services officer, or the CEO’s assistant.  When was the last time you looked at the responses that everyone on the front line uses?  This week, double check that the message that is sent out is consistent.  (And that it is templated, pre-empted with FAQs, and possibly automated.)

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

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