The remarkable thing about publicity is that, unlike money, it increases in value every time you “spend” it.
The story about you in the paper, that TV or radio interview you did — they get an even bigger audience when you share them on social media. And when you post them on your website, they enjoy long, productive lives boosting your credibility.
Knowing this, I look for ways to share the publicity we get here at EMSI on my own social media sites. But you know, sometimes it just feels awkward! I’m definitely not one to go around bragging to my friends, much less posting, “Hey, look at this great TV interview I did” on my Facebook page.
The subject of genteel ways to share publicity arose during a recent meeting with our Social Media team. We kicked around ideas for sharing without turning off followers – and embarrassing post-ers. The team came up with some great suggestions, including the best types of messages for various social media sites.
If you’ve ever felt uncomfortable sharing your great publicity, or you’re sharing but not getting the hoped-for response, try some of these tactics.
If your personal page is limited to mostly friends and family, it’s the perfect place for a cheesy photo of you holding up your magazine article, or a photo of you on the TV set before your interview. A photo is key here – it indicates you’re sharing an experience, not simply telling people, “Read this article about me (or watch my TV interview).” Include a relevant comment like, “It was exciting to see myself in Wonderful Magazine this week!” or “I had a great time meeting Channel 88’s Chatty Cathy today”, and add a link to the article or video, if possible.
For your business or fan page, you can also use this as an opportunity to drive traffic to your website. First, write a short blog post on your website about the media experience and include photos and links to the resulting article or interview. Post a comment on Facebook and a link to your blog post. When you hit “post,” a photo from the blog post will appear with the link.
Since your audience here is made up of professionals, you’ll want to take a less casual approach. Post the article, video or podcast on your page with a “thank you” to the source – “Thank you Wendy Writer of Wonderful Magazine for including me in your great article about pickles.” You can also use the article or interview to get a conversation going in a relevant group. Simply post the article or interview and comment about what it says; you don’t even have to mention you’re in it!
Here again, a “thank you” works beautifully: @wonderfulmag Thank you for the interview and great article about pickles. tinyurlpickles #pickles
With your audiences divided into circles – Friends/Family, Business, etc. – you can craft a message appropriate for each, just as you would on Facebook. You’ll be able to see the different posts on your news feed, but each audience will see only the one for its circle. Keep in mind, individuals in multiple circles will see the posts for each. If you have a lot of business associates in your friends circle, for example, you may want to consider crafting one post that will be appropriate for both.
When you’ve gone to all the trouble of attracting the interest of a journalist, show host or producer; prepared for and conducted an interview; written an article; or traveled to a TV station, you should get all you can from the investment of time and energy. Social media makes it easy – especially when you’re not at a loss for words.
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.