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How to use Facebook to share your press release

Did you read our recent post How to share your press release via Twitter? Let’s talk about Facebook today. Facebook just celebrated its 10th birthday, and it’s still changing fast as hell. New features roll out every second week, so you’ll need to spend some time on it to master all the possibilities.

Use Facebook to share your press release

Back to basics

It’s always good to start from scratch. First off, you need an audience. What audiences can you reach on Facebook? Moreover, is your press release interesting for them? Can you find the right angle to make it interesting? If the answer is no, then it’s probably pointless to share it on Facebook.

If you’re confident you can make it interesting, come up with a meaningful comment. The comment you add to the link is the angle you give. It’s the teaser that makes the readers want more, and therefore click on the link.

First of all, start using a fanpage

  • You can use your personal profile to share single news about your company, but you can’t use your personal profile to represent your company. If you do it, people will think you’re so 2008 and you will risk losing your whole profile - contents and fans included. You can find more about this at this link.
  • I assume you want to be found on Google. Keep in mind: the content of your fanpage is indexed by Google unlike the content on your personal account.
  • Fanpages allow you to keep an eye on the statistics about engagement and increasement of fans. You will need an overview so again: go for the fanpage!

Wait, why can’t I use a group?

This is a good question. Start by doing some research: where do your clients, coworkers, stakeholders and contacts hang out on Facebook? Is there a group about the topic you talk about? If what you have to say is meaningful for the purpose of the group, go for it. But remember you’re a guest here.

Recently, groups are either private or overwhelmed by spam, as Joan Stewart pointed out, and therefore they’re not as effective as in the past. You could also start a group on your own, invite people and moderate the discussions, but you have to know this will be extremely time-consuming.

What’s a fanpage without fans?

One of the challenges with Facebook is that you have to put some effort in it to gain fans for your page and keep the conversations going. People can like your page once, never come back and never see one of your updates again. So having a lot of fans is becoming more and more just a vanity metric.

Nonetheless, you still have to grow your community:

  • Ask your contacts to like your page. Once they do this, it also shows in their updates so their friends see this too.
  • Your colleagues and your personal friends are (hopefully) your biggest fans. Ask them to like your page and invite their friends.
  • Promote your fanpage! There are many different ways to do this. Take a look at the advertising options that Facebook provides. Try as many as possible. Keep using the ones that work for you.
  • As soon as your audience start growing, give them what they want. Provide great content and run experiments all the time: do links work better than images? What time is the best to publish? What kind of questions get most answers?

Facebook is changing, keep up-to-date

  • As you may already know, the average organic reach of Facebook posts is decreasing over time. Whenever you have a good content to share, it probably makes sense to boost it.  
  • The Like button is still a great feature. Use it to share your press release with your friends. Your press release is optimized to show the right content and the corresponding image once you like it.
  • Fans can also comment on your press release. Sharing your press release on your fanpage, you give your fans the opportunity to talk about it.
  • You can set up special tabs on your fanpage using custom HTML. Here’s a quick introduction by Hubspot.
  • Almost every brand in the world is on Facebook. They have the same problems you have: check them out to see how they are doing and what works for them.
  • Check your statistics often. Your stats will show you how active your fans are and what kind of messages they like. You can use this to adjust your strategy and make your fans happier.

No matter how you share it, stick to the rules

  • Keep working on your network. It’s pointless to share a press release with someone who is not interested.
  • Your press release should be interesting, make sure the content is relevant and make sure it’s newsworthy.
  • The headline is important, the comment even more. Come up with a killer headline to gain traction, use the comment to show the interesting angle.
  • Don’t confuse people with jargon. Speak the language of your target group.

Once you’ve published your press release the next step is easy: sharing. But you have to be smart to reach your audience. Facebook has a lot of great features and you can get the most out of it as long as you follow the best practices and keep updated.

Hopefully these tips will be helpful for you and your company. Feel free to share your tips - how do you engage your audience on Facebook?

  1. prdotco posted this

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