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How to use publicity for social media content

by | Jun 10, 2013 | MarketSmart Newsletters

Back in the 70s when I was in high school, I worked summers canning vegetables at Green Giant. They moved people from job to job as the plant’s needs changed. Each time I would begin a new job, I would think how much fun it was — for about two days. Then drudgery would set in. By week’s end it was mind-numbing boredom.

Using social media as a marketing tool can be like factory work. Writing post and tweets seems fun at first but it soon turns into an endless chore. What should be a river of rich contents turns into a slow-flowing, slightly polluted creek bed. Not good for the brand.

One clever way to solve this issue is to get publicity for your product. Publicity can be a sparkling spring that creates an almost endless flow of good-for-the-brand content worthy of the viewer’s time.

The publicity we arrange for our clients’ products creates a reservoir of ready and noteworthy news bites. And because the media has already deemed the story audience-ready, it has passed the test of being worth someone’s time.

Consider this example. We arrange a lot of publicity highlighting the health benefits of Malaysian palm fruit oil. Last week Mike Danielson, the head of our health and nutrition division, flew to Malaysia with a team of key opinion leaders he assembled. They attended a worldwide conference and then headed off into the jungle for a first-hand look at the growing operation. The purpose of the trip was to create the type of mediagenic ingredients that magnets publicity. The trip and the publicity it will spawn is fertile ground for blog copy, tweets and posts. Take a look at the blog we created and how the media coverage we arrange flows through it.

Click here to view blog.

I was explaining how we do this to a social network writer we just hired. She commented that telling our clients’ product story through publicity and then parsing each story out over months through social media was intelligent advertising. I loved the phrase. I don’t know if it was hers or if it’s a phrase that’s out there, but I loved it. Intelligent advertising. That’s what it is.

Social media is “word of mouth” for the Internet age and word can spread quickly with one click of an interesting tidbit. It takes only a second to make an impression. Like. Share. Buy.

We have put together a one-sheet entitled 101 Ways to Extend the Life of Your Media Coverage. If you would like a copy call Heather Champine at 952-697-5269.

Written by Lonny Kocina

Written by Lonny Kocina

Lonny Kocina is the CEO and Founder of Media Relations Agency which has been in business for nearly 35 years. During that time, Kocina also founded and sold two other businesses: Mid America Events and Expos, and Checkerboard Internet Services. Prior to that, Lonny worked as a marketing director for Investment Rarities Inc., a company with sales over 4 billion dollars. Kocina has also been a long time member of Vistage International which is a CEO peer mentoring organization. He was also a volunteer marketing mentor for Junior Achievement and the Carlson School of Business. For fun he has taught Principles of Marketing at the college level, and his recent book, the “CEO’s Guide to Marketing” is an Axiom Business Book silver medal winner as well as an Amazon bestseller. Lonny likes to kid that his third grade teacher may have summed him up best with a note sent home on his report card. “Lonny is a daydreamer and he’s getting worse each day. He complains of a stomach ache a lot and I don’t think he likes school much either.”

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