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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.


  • 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 to register.

Randall Craig

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


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 to register.

Randall Craig

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

Eyeballs and Friends: A Social Media Crash?

by Randall Craig August 5, 2016

What do eyeballs and friends have in common with each other? Except for the fact that your friends have eyeballs, not much. Or do they? Let’s go back to the year 1999, the time the unshakeable belief that so long as you had “eyeballs” on your website, unstoppable riches awaited you. This was the age […]

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LinkedIn Connection Policy

by Randall Craig May 27, 2016

Do you accept every LinkedIn connection request that comes your way?  Or are you somewhat selective? More importantly, is there an overall approach that can help you make this decision in a somewhat more strategic manner? The case for an exclusive black book strategy: Relationships are all about depth, not breadth:  Accepting only your strongest […]

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Facebook as a Leadership Tool – You Be the Judge

by Randall Craig April 1, 2016

For many individuals, Facebook is a way to connect with friends, family, and just possibly, play a few games. For professional marketers, Facebook is a way to grow the brand, nurture a community of interest, and just possibly, sell. But for senior leaders, Facebook might have an even more important role – and one that […]

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Viewpoint: The End of Twitter?

by Randall Craig March 25, 2016

Here’s a not-so-bold prediction: Twitter is in its death throes. It won’t be around in just a few short years. And when this happens, there will be no shortage of pundits who: “saw it all coming”, or perhaps “Twitter is dead – long live Twitter!” It wouldn’t be the first Social Media death. Consider those who […]

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Digital Efficiency and Findability: Anchors and Outposts

by Randall Craig March 18, 2016

Where do you call your social home? Likely it includes LinkedIn and Facebook. Perhaps YouTube and Twitter. But what about Instagram, Pinterest, Vimeo and Flickr? Or, the 500+ other social networks that exist? The significant challenge of social media is that you don’t know who is looking for you (or your services), nor where. What you […]

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Reputation Rescue

by Randall Craig March 11, 2016

Have you ever been in a situation where your personal reputation has been called into question online?  Or your organization’s brand is under attack from a special interest group, and it is emerging somewhat battered?  Not good. Of course, the best way to build a great reputation is to do everything “right” in the first […]

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Social Media Mistakes: Back to First Principles

by Randall Craig February 26, 2016

With all of the fancy tools and sophisticated strategies, sometimes we forget how easy it is to make a mistake – and not of the typographical variety. From time to time, it is a good practice to go back to first principles, and make sure that what we are doing today actually makes sense. Seven first principles: […]

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Instant Messaging: Channel of Choice?

by Randall Craig December 31, 2015

When you reach out to your members, clients, suppliers, regulators, or other stakeholders, how do you do it? In the olden days it was the telex.  Today, we choose between courier, the postal service, FAX, and email.  But what about using Social Media: how does this fit in? Or does it? Aside from advertising, there are […]

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23 Reasons to Skip Social Media

by Randall Craig November 20, 2015

There are many reasons why an investment in Social Media makes sense, but precious little about why it may not.  After advising on digital strategy and online engagement for over 23 years, here are 23 reasons why you should give it a skip: When your target audience isn’t online. When it is not “core” to […]

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Identifying and reducing Facebook risks

by Randall Craig October 23, 2015

While many people enjoy Facebook for personal use (connections to family and friends, posting photos, playing games), does it really have a role in business? Whether the answer is yes or no, one thing is certain: Facebook represents a risk vector that must be considered.  In no particular order, here are five risks to consider – […]

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Building a collaborative culture: seven internal social media tactics

by Randall Craig October 9, 2015

With so much focus on public social media sites (Facebook, LinkedIn, Twitter, etc), many are now questioning how these same social media concepts might be used within the organization. The fact is that most organizations function exceptionally well precisely because of the real-world social networks that have always existed.  The difference is the name: water cooler conversations, […]

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Building engagement and community

by Randall Craig May 22, 2015

Engagement and community both seem to be the ultimate goals for those involved in the Social Media game. Yet building it seems shrouded in mystery; ask many successful community managers, and it is a combination of secret sauce, luck, and a strategy that has been built after-the-fact to explain their success. Building engagement and community […]

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Building Downstream Capacity

by Randall Craig April 24, 2015

Have you ever heard the expression “you’re only as strong as your friends?”  No where is this more true than with digital marketing, and particularly with Social Media. Too achieve a particular objective, organizations will often invest in a focused campaign.  It has a beginning, middle, and end.  Its results can be measured.  And when […]

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LinkedIn Connection Policies

by Randall Craig April 10, 2015

Must you be everyone’s friend?  Or perhaps from a practical perspective, must you accept everyone’s LinkedIn connection request?  The answer for most people, and for many reasons, is a resounding no. It is true that accepting a connection request yields numerous benefits, particularly around increased access and transparency: More of the data on your connection’s […]

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Finding the Social Media Tipping Point

by Randall Craig January 23, 2015

How do you know the “right” amount of Social Media? Too little Social Media is like spitting into the wind: no traction and no impact.  It also leads to discouragement: if the efforts are not making a difference, then why bother at all? On the other hand, too much Social Media is an obvious waste […]

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Social ROI: Connecting Community to Commitment

by Randall Craig October 10, 2014

Do you have a creeping feeling that you will never get an adequate return on your Social Media investment?  If so, you’re probably right. To improve Social ROI requires three key ingredients: the first reduces costs, and the second and third improve return. Improve program efficiency: Swap out experimentation and opportunism with goals, persona-based editorial […]

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Three Social Strategies

by Randall Craig September 26, 2014

Most organizations invest in their social footprint.  They start with a strategy, then execute it, monitor it, and if they are good, they feed these results back into the strategy.  A feedback loop is critical, as it both injects market knowledge into the organization, and enables continuous improvement. Unfortunately, this loop can also introduce a […]

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Four Tests for Auditioning your Posts

by Randall Craig September 19, 2014

Have you ever considered whether you should comment on a post that mentions you or your organization? As a leader, have you ever been concerned that someone in your organization might choose to respond inappropriately? If so, consider these four tests that a post needs to pass: Is the post legal? Many organizations operate under […]

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