Integrating Social Media with Traditional Media Relations

Social media works best when it’s integrated with traditional media relations efforts, such as news releases and news conferences. The inverse is also true. Which is why I love this example of social media informing media relations from the University of Toronto.

Instagram News Release from the University of Toronto

Instagram News Release from the University of Toronto

Social media managers need content … Schools and other nonprofit organizations need to connect with their constituencies in new ways … media outlets like TV stations and newspapers appreciate having content that represents their viewers. A strategy that produces news releases like the above example from the U of T accomplishes all of that and more.

Essentially, this is a retroactive user-submitted content campaign. Instead of promoting a contest and hoping that your community will snap pictures or shoot videos for you, the U of T went in after the fact and mined the stream of Instagram photos using the hashtag #UofT. The result was a number of beautiful images that represent campus life which can be used for media relations, student recruitment, donor relations …really, anything that requires a communication element.

Have you had similar success with user-generated content contests? If so, share them in the comments below, on Twitter by tagging @BWF_social, or on the BWF Facebook page.

Interested in developing a content strategy that leads to real online fundraising success? Connect with BWF’s Justin Ware by clicking here.

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One thought on “Integrating Social Media with Traditional Media Relations

  1. Pingback: Integrating Social Media with Traditional Media Relations - Alpha Level " #First #Level Of #Advertising " #SocialMediaAgency

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