Gone are the days of just simply taking a press release and posting it to a social network. A successful social media communications plan should make announcements and dialogue short – punchy and to the point should be the tone of voice when posting copy. The announcement needs to be specific to the social media network you are targeting. It’s much more successful to tailor your announcement in a “human way” for each social network your audience will care about. For instance an announcement on Twitter should be 107 characters with 23 characters saved for the link. Your headline needs to be newsworthy in terms of a tweet – a catchy headline can mean more pickup.
As with all PR Speed is key, however when delivering your message via social media its even more important. It is useful if you can inject your message into a breaking news story this will result in more up take.