I read a recent article which recaps CNN’s research on how news articles are shared through social media, and it had some interesting stats on what motivates people, based on their location, to share content through Facebook, Twitter, YouTube, email, and IM. According to the article, “In Europe and North America, users had more altruistic reasons for sharing stories that would be useful to friends or family, European users tend to share more work-related stories and Asia-Pacific readers were more likely to ‘status’ broadcast – share things that underline or reinforce their own knowledge and identity.”
While every office worker is bound to share the occasional link to a funny photo or article, PR professionals often tend to fall in the categories of sharing stories to clients that are useful or work-related, regardless of where they are. It’s important to secure interviews, write bylines, and stay on top of all other PR-related activities, but pointing out news items that are of particular to your client is one way of showing them that they’re top of mind and demonstrates how tuned in you are to their industry.
Social media makes the task of identifying and sharing these stories of interest much easier than in the past. Following a key journalist on Twitter or subscribing to feeds for certain topics can make it obvious what’s dominating the industry news, and perhaps what’s going to interest media targets through an issues response. While people have the option to receive their news through whatever channel they prefer, PR professionals have certainly learned to use social media to our advantage as a way of receiving, sharing, and delivering information.
What kind of news do you share via social media?
This post was first published by Katie Galeota on March Communications’ blog, PR Nonsense, and may be viewed here.