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How do you start to have a media presence if no buzz exists on twitter about your firm?
(This question was asked during last week's Focus Interactive Summit: Capitalizing on Social Media)
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2 Answers
Creating a media presence about your company or brand is not directly related to the "buzz" one receives on Twitter. While having a social media strategy and engaging audiences online will help with media awarenss, there is value in enlisting "traditional" PR in your overall marketing programs.
This includes:
1) Drafting a clear messaging and positioning strategy to ensure consistency in all your communications channels
2) Understanding how to approach reporters, bloggers and key influencers to positively position your company to deliver on target media hits
3) Creating collateral that will help drive awareness, such as infographics, press releases, and more
And finally, evaluate your overall goals and objectives. Receiving a lot of buzz on Twitter may not achieve your ultimate business goals.
I agree with Cece, but would dive deeper on content. You need to have a significant amount of relevant and useful content (blog posts, case studies, presentations, videos, white papers, etc.). You have to give people something to get 'buzzed' about. The content must be compelling to your specific target market. What's relevant and useful to one person is irrelevant and useless to the next.
So start by clearly defining who your targets are. Then clearly define their problems... the ones your company solves. That will give you the foundation for your content and your social media campaign. Address their problems first to get their attention, then tell them (sketchily - leave them wanting more) about your solutions. Then tweet about your content and post your tweets to Facebook, LinkedIn, and any other appropriate social networks (where your target prospects congregate).
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