To continue the ROI series on the value of engaging in social media, today we answer the question: what's the effect of a social media press release versus a traditional press release? And why?
Recently, the amazing Shel Holtz reported on Adam Parker's analysis of 997 press releases. Only 71 of those releases were social media releases, but the results are astounding. Average coverage was 21% higher; editorial coverage was 108% higher; blog coverage was 336% higher; pickup rate was 10% higher; and releases with at least four pieces of coverage were 51% higher. (Shel provides the chart in his entry here.)
Adam comments on why social media news releases are showing significantly higher effectiveness: the quality of time invested in creating a more intimate story improves the results:
It could be argued that if PR people wrote better traditional press releases, these numbers might look different. If traditional PR could tell a good, compelling story with a well-crafted press release, social media news releases wouldn't show these wide-margin results. I wonder if it isn't the medium itself that is producing the results but rather the dedication and passion of the individual human beings behind it.
Do social media people simply care more than traditional PR folks?