Release Day - Social Media Kung-Fu Purple Belt
What to release
Substantial and ready to rock
Iterate rapidly, bundle around features and themes
Code names (useful)
Know your Coverers
Make Lists (Twitter and Email) - divvy it up, invite personally
Kindness, not condescension
Understand their beat
Respect time (make it easy)
Craft Stories
Same (3) talking points > into different forms
Quote from customers (CEO sparingly)
Lead with “why this matters”
Tune your vocab and tense (active not passive)
Images to support theme (illustrative)
Line up Dominoes &/or House of Cards
Constant - Media kit tune up blog.hootsuite.com/media
Thursday - Internal memo: master plan to share with squad
Monday 1PM PW Local Press release with assets
Monday 1PM Media preview email: short with embargo deets, interview, assets (infographic!)
Monday 4PM Key client preview email (optional)
Tuesday 5AM Blog post (canonical ~ everything points here)
5:15AM Twitter
5:15AM Facebook
5:20AM General email
5:30AM Wire release
9AM Linkedin groups
9:15 AM Forums, Q &As
11AM Webinar
+ Interviews
then….
Listen
Reply
Thank
Share
Repeat
Prepare for pushback (haters & carpetbaggers) with comment copy
Remember Yellow Belt? Log it all with tags
Thursday - News Round-up with “mini-release” push (trackbacks too)
