If you’re building your credibility and visibility by seeking publicity from the mass media, you’ll get much greater returns if you share that publicity online.
That means posting it on your website, where visitors will see you have the endorsement of journalists and radio and TV talk show hosts (credibility). It also means sharing links on your social media networks so that the article, podcast or video gets seen by and passed along to an even larger audience (visibility).
To boost visibility, you’ve got to entice people to click on your link, to “like” it, comment on it, and/or share it with their own networks. Unfortunately, many people don’t think about that critical step in the process when they share their publicity. We see a lot of posts like these:
“Read the story about me that ran in today’s Gadfly Gazette!”
” ‘Like’ my radio interview!”
Unfortunately, unless the reader is A) your significant other, B) the person who gave birth to you, or C) one of your best friends, he or she likely will scroll on by. Why?
Because A) there’s nothing to grab their interest, B) a simple demand to view or like something offers the reader no reward, and C) users generally don’t respond well to self-serving posts.
There are plenty of more effective ways to catch users’ interest and entice them to actually read your posts and click on the links to that great article or TV segment.
I asked our incredible team of social media strategists to share some of their favorites; here are a few:
- Use a nugget of information from the article or interview to show its value. A fun fact, helpful tip or other information will help your post stand out and will do more to get readers to click on your link. A businesswoman who’s been interviewed about the growing number of female U.S. business leaders might post, “The number of women-owned businesses in this country is growing 1.5 times faster than the national average! Here’s why.”
- Ask a question that’s answered in the link you’re sharing. Say you’re a financial advisor who was interviewed about retirement planning for 40-somethings. Your post might read, “What are the 4 things you should be doing for retirement while you’re in your 40s?”
- Share a photo or video. Some social networks, including Facebook and Google+, are very visual. A photo from the article or broadcast, or a photo or video relevant to the content, will attract more eyes than text alone.
- Light up your post with a gif! A gif (Graphics Interchange Format – Picture Format) is a little graphic element that you can create yourself or borrow from any one of the many websites that post libraries full of them. Some are drawings, some photos, and some seconds-long animations set to repeat ad infinitum. They may be funny, inspirational or cute, and they catch people’s attention. If you don’t have an image to post, look for a relevant gif. (Of the largest social network platforms, only Google+ supports the animated gifs.)
With a little thought for your readers, it’s easy to come up with posts that make people want to read or view links to your publicity. Avoid using the same type every time you post – such as asking a question. Mix it up so your posts don’t look canned.
Also, our social media team advises against setting up your social media accounts to share all your news with automated posts. The personal touch is far more creative, and that’s what gets attention.
Here’s hoping your publicity spreads far and wide!