The social media / blogging glitterati have sporadically debated the strategy and tactical execution of SMPRs over the last year. The comments/no comments debate still has traction in this space. Tamera Kremer raises a call for better SEO in SMPR development. Others claim that the general public is not the target of this content. Is it an SMPR (P for Press), or an SMNR (N for news) or a digital news room, or a social media press kit? Many voices, many viewpoints, many great ideas.
Learning from this debate can only expand on the strategic approach to social media press releases. I believe that it is entirely up to the business objectives of the campaign to make such tactical decisions, not a place to plant a fundamental principle. If comments are warranted in the strategy, fire it up. If they’re not, then don’t. Both sides of this debate have only polarized my “depends” approach on each of these issues. Keeping an open mind and rationally coming to an informed decision is the only way to know what is right for you and your client. Of course, a little experimenting always helps too.
About a year ago, with Social Media Group in Dundas, Ontario, I led the strategy and designed the template for the Digital Snippets platform currently used by Ford Motor Company in Dearborn, Michigan. This template was loosely inspired by the good work at Shift Communications and sweat equity of early innovators including Heuer, Defren, Holtz, Solis and more. We heavily adapted their approach for the client’s specific needs. Probably the most significant launch to that date, the Ford Focus SMPR spawned much debate over this emerging platform. SMG fueled the discussion further by placing a creative commons license on the template, encouraging others to remix, expand and ultimately debate the idea even further.
No doubt, the “business merit” discussion will continue on this emerging communications tool. I am excited to see that since the launch of the Ford platform, many other SMPRs have followed. Two of the many GM Chevrolet Volt concept car sites, which look a lot like Ford’s SMPR program, were adapted for GM’s specific needs.
Recently David Jones, a colleague of mine at Hill & Knowlton’s Digital practice, posted one of H&K’s social media reporting templates and led the development of two SMPR programs for Avon and Bayer. I love to see how this thing is evolving into a different species with each execution and generating real results for clients and influencers alike. I also like how the design of SMPRs continues to get more sophisticated; which pixel master Drew Matthews rightfully pointed out was a bit gratuitous in the art direction of the Ford work.
Michael O’Connor Clarke recently directed us to the CNW Groups SMPR platform -Â another great use of this tactic meeting specific strategic needs. A well purchased Google ad pointed me to Webitpr, another SMPR take from across the pond.
In a world of radically decentralized content, tactical consistency should not be the highest priority. Ours is a time for exploration, trying and testing our way to the best results. As an industry, I think we should draw a line in the sand when we get it right. For now, I’m excited to see the diversity of the social media press release in action.
What do you think? Have you seen any new SMPR executions you like? Is this a viable platform for PR communications? How long will it take for this platform to hit a tipping point?
Several other posts relating to various SMPR issues:
A View from the Isle:Bayer’s baby steps into social media with the Xarelto Online Media Centre
Copyblogger: How to Write a Social Media Press Release
Livingston : Social Media Release Criticism: Nine Points to Consider
The Social Media Press Release hits SMPR 2.0
Social Media Group updates the press release
A New take on the social media press release
New Version of Social Media Release lacks essentials
Social Media Press Release Evolves Slowly, but Nicely
On Digital Snippets
Rebranding the Social Media Press Release
Neues von der Social Media News Release
Ford uses Wordpress and Social Media
Tweet This!
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6 Responses to “SMPR Year Two. What’s Hot, What’s the Bother?”
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October 3rd, 2008 at 5:35 pm
hey collin thanks for the hattip
October 3rd, 2008 at 7:32 pm
good post, partner. There’s entirely too much worrying about how to create an smpr and not enough examples being shoved out there. Clients are warming up to the idea as a centrepiece to a social media outreach program, so we’re likely to see a broader use of these tools over the next little while.
The Avon version is the fourth one I’ve been involved with and I’m really liking the features and the ease of updating we’ve built into the template. Let’s keep evolving, but not forget this is a tool, not a strategy.
October 4th, 2008 at 3:32 pm
Aye, good post indeed Collin. And thanks for taking a look at the CNW SMR.
I agree completely with David Jones in that the SMR should be seen as a tool, not a strategy. Just as a traditional press release was a tool designed to give information (in this case, plain text) to the newspaper journalists of yesterday, the SMR should be seen as a tool to provide content to the multimedia journalists (ahem, bloggers) of today.
A PR campaign shouldn’t stop at simply issuing an SMR.
October 6th, 2008 at 10:26 am
Drew… no problem mate… you are the guy, years ago, who first showed me RSS readers… that set me on this path… I always appreciate your insights
Dave/Parker
Of course, I agree with you all in the strategy/tactic point. If your business objective is to get a message out and your identified demographic participates and consumes content in social media, the SMPR is a tactic that may work well for you.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu.
For me, the strategy comes in when deciding how to blend it into the communications mix to meet your objectives. There seems to be no end to the debate over what functions are turned on and off, and what insights are to be gained. If the strategy is sound, these details fall into place one by one.
This process is nothing new to experienced digital developers. Part of this process is a healthy debate over these details that can effect the communication objectives considerably.
October 8th, 2008 at 12:16 pm
My link is buried (no text after the anchor) after the last “Neues von der Social Media News Release” link. Would you mind fixing it? Thanks so much!
October 8th, 2008 at 3:14 pm
Got it. Thanks for pointing out that issue JT.