We believe a successful online newsroom contains four main areas: Content, Tools, Distribution, and Analytics. Within these areas there are key features that define the core of what a comprehensive online newsroom should have, as confirmed by our research with journalists
and social media news
Email Alerts -> Social Media Distribution
The first version of our online newsroom included email alerts and there is no denying the success that all of our clients have enjoyed the ability to create targeted lists and send email notifications. Using email is a sure way to increase traffic back to your online newsroom and also helps you create relationships with journalists and news consumers who are interested in what you are saying. The social equivalent to email alerts is social media distribution. Initially organizations created Twitter accounts
and Facebook accounts and automatically published their online newsroom and blog content onto those accounts. Now, with the emergence of social media distribution networks, organizations are able to directly reach consumers that have opted-in to receive news about a particular industry or topic. Did you know the TEKGROUP online newsroom platform allows you to group your users into distribution lists and one-click distribute news?
Contacts/Lists -> Friends/Followers/Networks
Most organizations maintain an internal contacts database
consisting of newspaper and magazine editors, tv and radio station producers, and more recently bloggers and other key influencers. Social online newsrooms allow you to manage a new type of contact - the news consumer. These new contacts take the form of Twitter followers or Facebook friends or connections on LinkedIn. The larger and more interactive your social media networks
are, the more opportunities you have to distribute and share your news.
RSS Feeds -> Categorized/Shareable RSS
One of the biggest complaints we hear is that people do not want to receive a "firehose" RSS feed containing every single news story and announcement that a company releases. With a social online newsroom, communicators are able to create categorized and targeted RSS feeds
so that subscribers get only the information that they request. Further, since these RSS feeds are shareable, brand loyalists are able to take your RSS feeds and link them in their Facebook or Twitter accounts, acting as an additional publisher of your content. Some organizations allow site visitors to customize their own RSS feeds, picking and choosing from the information that is most important to them.
|Dunkin Donuts promotes their Twitter and Facebook sign up pages with badges on their online newsroom.
Sharing/Bookmarking -> Memes/Badges
Most successful online newsrooms provide sharing and bookmarking icons as part of their content display. Allowing people to share news stories and images with any number of social media outlets is an easy way to increase exposure. In recent years, this theme has grown into more interactive and sophisticated memes and badges, which can show how many times a particular story has been tweeted, posted on Facebook or shared on LinkedIn, to name a few examples. Larger badge icons
inviting people to join their social media network through a Facebook fan page or follow them on Twitter is also becoming more customary.
Twitter Integration -> Multi-Account Publishing
The ability to publish directly from your online newsroom to Twitter is considered to be standard practice in today's environment. The next stage of this is the ability to publish to multiple accounts which might include your corporate Twitter account, a news Twitter account, and any number of Twitter distribution network accounts that may be targeting your industry or specific topic. For example, any of our clients'
news that deals with sustainability or green initiatives is published on the Green Business Daily twitter account. This gives additional exposure and reach to news that may have otherwise gone unnoticed by that particular audience.
Facebook Integration -> Group/Fan Page Publishing
Posting your news and events directly onto Facebook
can help increase your awareness and also provide a platform for others to share your information. With the establishment of group and fan pages it is increasingly important to publish your content into those areas of Facebook as well. Several organizations are utilizing their group and fan pages as launching pads for new product releases or to help manage crisis communications since they are able to get enthusiasts and brand loyalists to crowdsource any sort of negative comments.
Wire -> Social News Wires
One of the most intriguing uses of social media in recent years is the area of news distribution. Since outlets like Twitter and Facebook provide the ability to distribute news quickly, organizations are able to take advantage of these cost-effective platforms. With more public companies turning to web disclosure for earnings announcements, integrated social online newsrooms will help distribute the news to more people and for a fraction of the cost of the news wires. Do you want to learn how you can reduce wire costs and save money? Traditionally, organizations would publish their earnings and financial statements on the wire and then to their online newsroom, now they can publish directly to their online newsroom and then broadcast out to their various social media outlets and social news wires simultaneously saving themselves both time and money. Are you interested in finding ways to save time and money? Schedule a quick guided tour.