Getting Media Attention Through Social Media

  • Time: Monday, 02 February 2015 00:00

One of the best ways to get attention for your business is to get others to write about your business. While happy customers are great word of mouth networking sources, they don't compare to ratings a respected journalist brings. Compare a mention in a local flyer to an article in a national newspaper. The first is nice to have, the second one makes you money. It's the same on the Internet, get someone respected in the industry to write about you and the search engines will raise your ratings. "Great" you say, "but I don't know any journalists or influencers!" As the old adage goes, not having is no excuse for not getting. Here's a few ideas on how to find and talk to these people.
Before you go out to search the cyberworld, you need to understand a few things. Influencial people will not be very proactive in seaching you out. Few of them, if any, are actively searching for people to write about but most are listening for things, relevant things that their readers will find valuable. They have many people talking to them, so they can afford to be very selective. Now, how do you get them to listen to you? There are two key actions you need to take.
First, go out and find people that are writing about your industry or products right now. You can search Twitter, FaceBook and LinkedIn for people and group discussions that you can join. You can use sites such as Twitter Grader, Muck Ruck, Journalistic Tweets and others to help point you in the right direction. Spend some time on Technorati and to find blogs and articles on relevant subjects.
Once you have found the right people, you are ready for the step two. Reach out and follow the people you found. This is a journey not a destination. Most of them have a link to Twitter, FaceBook or some other way to stay in touch with them. Get in touch and stay in touch, develop a relationship with them. You will need to impress them with what you know in such a way that they will want to have you as a contact. This means that you will need to give them information of value for their readers. You do this by Tweeting or writing on their wall or commenting on their blog or whatever. Talk about their articles, maybe adding some details they weren't aware of. Tell them how you feel about a topic they wrote about, or suggest a new angle or topic. Remember, they won't listen to an advertisement about your business. Sometimes you might get lucky, the writer may be gathering thoughts and may be searching for material to write about. Here's is your opportunity to show what you know on the subject.
Your goal with all of this is to gain the respect and trust of the writer and not to sell them or their readers something. You don't build trust and relationships with a prospect with ads, you do it by providing them with something of value. When they have a problem or need, they will think of you as a solution provider, not a salesman. Good luck and good hunting!