The social media release (SMR) is being promoted as an updated take on the old fashioned press release. There’s a good general overview by Brian Solis reprinted in this week’s New Communications Review.
Research companies need to take a good look at the concepts and suggested implementations presented by Solis and his collaborators. Same goes for tech suppliers promoting research studies, analyst references, and other analyst content.
What I like about the SMR: helps bake the “socializing” aspects of online story promotion deep into the communications process
What I don’t like about the SMR: does not yet accommodate “personalizing” or “globalizing/localizing” online story promotion
One of the challenges for research-related stories is making them relevant. The research finding — the “what” — is only important in the context of “why” or, “so what?” in today’s parlance. For researchers, that means coming up with the specific context (and appropriate points for credibility) for each audience segment.
Of course, research companies that engage PR agencies can continue to handle the granular audience pitching offline.
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