Instagram. Facebook Cover Photos. Twitpics. It seems everywhere you look, things are becoming more visual than ever before. The same goes for the world of public relations. What once was an arena based solely on succinct and efficient writing is now a place where visuals are all but demanded. Here’s how to stay ahead.

Multimedia Content Drives Results

A recent blog post published by PR Newswire discusses a study of press release activity based on PR Newswire.com. The study shows that multimedia content drives better results…77 percent more views actually.

But why? For starters, it is more interesting to look at. The visual content gives a break to the eye from text, and is interesting. Then there is the distribution aspect. When there is a video, picture, etc., that component can be shared on different channels than the text release, increasing the audience exposure. Think social media. The probability that something will be shared increases when multimedia content is involved.

Social Media News Release Provides More Resources

This is where a new concept, the Social Media News Release (or SMNR) comes in. While it may not be completely accepted just yet by PR Professionals, it is definitely something being slowly incorporated into the world of public relations. The difference between an SMNR and a traditional press release is its content. Whereas an old-fashioned release contains a basic headline, subhead, introduction, quote, story information and boilerplate, a SMNR takes it to the next level and anticipates what journalists will want next. Typical components include photos, headshots, logos, social media links and related audio and video clips. A 2012 Survey by PWR New Media says that 87% of journalists want easily accessible images, and 79% say that including an image increases the chances that they will pick up a story.

Making Use of Social Media News Releases

So what can you do to stay ahead in this visual environment?

The first step is getting (or making) the actual multimedia content that you will need later on. Recognize opportunities for taking photos and videos, creating graphics and producing other visual content. The more you have to chose from, the more channels you can expose your message to later. Some things to keep in mind:

• Videos: Make sure the speaker is articulate and speaks loud enough. If the video features an interview, have a simple backdrop and make sure the speaker is dressed in appropriate clothing. Avoid stripes, patterns and metallics on screen. If the video is footage of an event, frame each shot to avoid any distractions in the background. Get short interviews with key staff and attendees on the event grounds.

• Pictures: Like they say, a picture is worth a thousand words. So make sure your picture is telling the story you want it to. Be creative, but don’t get distracted by all those filters and fancy features on most cell phone camera apps. A good picture will speak on its own without anything but maybe a little cropping. In terms of formatting, make sure the picture is the right size and doesn’t become pixelated or blurry when enlarged.

• Graphics: Infographics are a big trend on Pinterest and other social media channels. They are great tools when done right, which is easier said than done. The trick is keeping it simple. Create a path that is easy for the eye to follow, and keep the colors limited and cohesive.

The next step is distributing your content. Determine what the best methods to spread your visuals are. Some ideas include:

• News Releases: For more traditional press coverage, think about spicing up some of your press releases with pictures and links to video content. Make sure to take note of how you are sending the content. Many reporters won’t open up an email attachment due to fear of viruses. Paste the content directly into the email when possible. If you need to send it in an attachment, make sure you save it in multiple formats in case the reporter has a different default program or version than you.

• Facebook: The new timeline feature forces you to be more visual, so embrace it. Make sure you have photos of appropriate dimensions to fit in the cover photo, profile picture, and timeline photo space. Highlight landmark events with pictures, and be creative about it. Don’t be afraid to show pictures of your events, the office environment, or any other ideas you may have to make your brand more personable and approachable. Click here to see a how Greenpeace International uses Facebook to motivate supporters.

• Pinterest: Pinterest may not be the best outlet for everyone, so make sure you take time to consider if the effort it takes to maintain is worth it. If you decide to go for it, make “pin-boards” that are appealing and engaging. Pin pictures, quotes, tutorials, infographics, etc. and write intriguing captions that motivate people to respond. Click here to see how charity:water shares their story on Pinterest.

• Twitter: Twitter is a little different because your visuals show up as links at first, not just pictures. But they are still effective. Including a “twitpic” will increase your chances of getting retweeted.

• Instagram: Instagram is a social phone app that allows users to share pictures.  Like Pinterest, Instagram isn’t for everyone. But ifyou feel like it  would be a good tool for your brand, by all means, go for it. Make sure to follow other organizations like yours and comment on pictures that fit with your missions. Check out @twloha to see the account for To Write Love On Her Arms, an organization dedicated to helping people struggling with depression, addiction, self-injury and suicide.

There are plenty of ways to incorporate visual content into your messaging strategy that keeps you from being boring. Be smart about it–trying to conquer all social media channels at once is going to most likely spread you too thin. Choose the strategies most appropriate for your brand and do a good job maintaining them. The more interesting the content you provide is, the more widespread your audience is going to become. And the more likely your stories are going to spread. So get on it!

---

Jenna Stasiewicz assists with marketing and public relations efforts at Red Rooster Group. She has a BA in Public Communications with a minor in Graphic Design from American University. Contact us at info@redroostergroup.com.

---

1. Store Your Tweets: Hootsuite

It is useful to look back and be able to see what the organization was doing in prior tweets and how well those tweets were responded to by their followers. Furthermore, if an ethical situation were to arise at any point over Twitter, the organization can quickly and efficiently look at what was happening on their Twitter page at the time of said situation. You can save the organization’s tweets, forever! The social media tool hoot suit can do this. It will create a database that is easy to access for any current or future social media specialist within the organization. This is important to consider for a number of reasons.

2. Fundraise Through Links: Bitly

Although twitter does not offer a direct fundraising component to their site, the organization can post about various ways to give. The most resourceful way to do this is by tweeting something such as this: #GlobalWarming is on the rise. Help save the arctic polar bears now! (Insert link here). If the link is longer than the character amount will allow, then consider using the source bitly.com to shorten the link. This tool will also enable the organization to view how many clicks the link has received and from where. Create a fundraising campaign that is developed around twitter!

3. Petition Using Twitter: Act.Ly

Going back to our previous example of #GlobalWarming, if there is a development somewhere in the world that is effecting the situation in a negative way, the environmental organization may wish to address the issue on a much larger scale. For example, if a company is producing a chemical that could potentially worsen the global warming crisis, the organization can start a petition on Twitter using act.ly. This tool is simple to use and can create a massive impact in a short amount of time.

4. Be Creative and Active: Twibbon

Be creative and engaging with ways that the organization’s followers can show support of the mission/brand. Using Ttwitter avatars is a great way to generate exposure and boost the organization’s presence. Enabling users to add your logo/brand to their avatar (profile picture) is very useful. To view various example of this use, visit twibbon.com. The example below is a twibbon used by LIVESTRONG which has been used on over 22,000 avatars!

5. Meet Followers: Tweet-Up

A tweet-up is an opportunity for people on Twitter to come together. In cases for an organization, it is a chance to cultivate the followers with a goal of creating donors in the process. A tweet-up can be as simple as a day in the park to bring together family and friends. The organization can request that the followers who come wear something specific such as a plain blue shirt. Additionally, it may excite people even more if you invite them to wear their twitter handles on their shirts so they can make some twitter friends while spending the day with the organization. Based on the location of the organization it may be a good idea to organize a tweet-up.

6. Upload Photos: Twitpic

A twitpic is a a photo uploaded onto Twitter. This will allow followers to see the organization at work fulfilling the mission that is support by the public. The organization’s followers will also be able to re-tweet the picture so that others who may not be aware of the organization can develop their own aesthetic for the mission. Whenever possible, share pictures from events, programs, activities etc. using twitpic.

7. Track Your Growth: SocialBro and Twitalyzer

By using tools such as socialbro or twitalyzer, the organization will be able to visually track who, where and to what extent their tweets are impacting the Twitter universe. Furthermore this tool will provide specific insight to the organizational follower base, including verified (celebrity/famous) followers. It will give detail as to when the best time to tweet is based on location of the most active followers. Socialbro also includes real-time charts that help determine a number of other statistics. These tools will enable the organization to create benchmarks and track the Twitter growth through various statistics.

Travis Flores is an NYU Graduate candidate, studying for his MS in fundraising. Travis joined the Red Rooster Group to assist in the enhancement of the social media and technological experiences for both the company as well as their clients.

1. Get with the Trends

A trending topic is made up of keywords or a phrase that is sometimes in plain text form, but usually in hashtag form. Hashtags or (#) (then words without spaces) is a way to create a trend or something that many people can tweet and connect by doing so. You are able to filter the trends by Worldwide trends, national, local or specific to the types of tweets you send out e.g. a nonprofit organization would see trends relevant to fundraising or grantmaking. Some common Worldwide trends are: #JustinBieber #LadyGaga or lyrics to a song. Sometimes they can be a little more general such as #TheBestThingAboutTodayIs and the user will be able to respond with their individual answer following the hashtag. It will then be visible to anyone that is hashtagging the same thing.

Discover the trending topics everyday, multiple times a day. Topics that are trending are often hashtagged. If the topic can be applied to the organization, don’t hesitate to use it. For example: #GlobalWarming – If the organization is focused on environmental issues, this may apply. Tweet something using that specific trending topic. Promote events, campaigns or movements by the organization using hash-tags. This can create the potential for a viral effect, thus increasing the organization’s social media presence. An example of this would be: #2012WorldTradeCenterMemorial

2. Make Connections Through Hashtags

The organization can leverage certain tweets that are appropriate and generate conversations with people who may not be followers. A tweet about New York City or #NewYorkCity could provide the chance for a local organization based in New York to respond, if relevant. e.g. tweet: “I don’t have plans today in #NewYorkCity” organization response: “Come join us in the park for a picnic today at…etc” In order to do this, monitor the name of the organization’s home city on Twitter. Search frequently the name of the city in both plain text and hashtag forms: Your City; #YourCity Filter the tweets for ones that may be applicable to your organizational mission, programs, brand etc.

3.  Search Twitter

Keep an eye out for the organization’s name in the Twitter search (search.twitter.com) if someone is tweeting about the organization they may not tweet the actual organization’s handle. This can be for a number of reasons. They may not be aware the organization is on twitter. They may be asking the general public a question about the organization. They may not want the organization to see what they are tweeting about them.

4. Organize Through Hashtags

Your nonprofit can also use hashtags to organize the conversations that take place on Twitter. It will allow the organization to filter through the tweets much more efficiently. For example, if the organization is having two events within a short span, the organization can hashtag the name of the events. As it gets closer to the time of the first event they can quickly filter their tweets to respond to questions about the first event and come back to any questions about the following event.

Travis Flores is an NYU Graduate candidate, studying for his MS in fundraising. Travis joined the Red Rooster Group to assist in the enhancement of the social media and technological experiences for both the company as well as their clients.

If you’re feeling like your organization cannot ignore the calls of Twitter, you’re not alone! According to a 2011 article by Kyle Lacy, author of two acclaimed books, Twitter Marketing for Dummies and Branding Yourself, 90% of Nonprofits have a Twitter share button on their website. We believe that using social media tools such as Twitter can be simple and efficient when following the basic strategy we’ve created to help get you started.

It’s important to note that social media is a great way to listen to the people who support your organization. It gives an opportunity for the organization to address feedback, both positive and negative, on a very large scale.

So your organization is ready to expand its reach into the universe that is twitter? Great! Let’s get started!

1. Sign Up

To begin, go to twitter.com to sign up for your new account.

2. Create A Twitter Handle

A Twitter handle is the username that will identify you to other users on Twitter @yourname. This handle should reflect your organization, its mission and its brand. Having a good handle can be the difference between having a large follower base that is interactive with the organization versus having a small follower base that will not find it necessary to reach out to the organization via social media. If you are unsure about what the organization’s Twitter handle should be, try finding similar organizations that are already on twitter to see what they have used to represent their brand.

3. Be Consistent With Your Page

Consistency is truly key factor toward the success of a Twitter presence. Your brand should be consistent across the board, from your web site to your Facebook to your Twitter to any other social media platform the organization is represented on. Consistency will make it easy for anyone to find your organization and subsequently  connect with you.

The next few paragraphs will detail the set-up of the actual page. Please note that at any point you can go back into your Twitter account settings to make any necessary changes to the page design. 

Select Your Avatar

Once the initial registration process has been completed, the organization will need to choose their avatar, or profile picture, that will be associated with their Twitter handle. The profile picture should fit in the dimensions as provided by Twitter. If it is to large consider resizing it so that the organization’s logo will not be cut off.

Select Background

You will be given the choice to change the background of your page. In most cases, a professional or business Twitter accounts background should either be a plain color, or a photo that is owned by the company, organization, corporation etc.

Make the Header 

You will also need to make sure the header is representing the organization properly. Although your Twitter handle may not be the exact name of the organization, the title/header (name) above the handle should be. For example your twitter handle may be @wcftrees, but the name displayed at the top of your page should be “We Care For Trees”.

Create A Bio

Twitter will give you a certain amount of characters to post a small bio to be featured at the top of the page. Make sure that the bio is precise and concise so that people that come to the page by chance will know exactly who and what the page is for.

4. Establish Credibility by Using Twitter Regularly 

One of the biggest mistakes that happens time and time again is a company, organization, entity will sign up for Twitter and be extremely active for the first week, but decline as time goes on. The followers of your organization have expectations. They want to see the organization in its everyday form which is possible through Twitter. Empowering the followers of the organization is truly an element of social media that determines your success, especially with your twitter experience. Even for an individual using twitter, if their tweets cannot be applied to their followers, they may not thrive on the network. It’s important to tweet things that will excite the followers and make them want to come back to your page to see more tweets in the future. Remember that the organization’s credibility is on the line so be present, active and listen to your followers.

Travis Flores is an NYU Graduate candidate, studying for his MS in fundraising. Travis joined the Red Rooster Group to assist in the enhancement of the social media and technological experiences for both the company as well as their clients.