Check out what’s making the news in your particular industry and take a look at what your competitors are doing. Where are they mentioned, what is their latest content about. It will give you a better understanding of what works best for social amplification but also which journalists and influencers to target. There are several free tools you can use for this. Even Google news uses social engagement in ranking stories.
Formulate a plan to share your positive mentions and your content. You need to keep that content fresh and a strategy that keeps it evergreen. People don’t always react to something they see for the first time so change the headline, change the content slightly, change the angle of the story, use different quotes and new images – tweets with images receive 150% more retweets than those without . “One and done” is not a good strategy.
Encourage your team to retweet/share content as well as your influencers and your customers or clients.
Promote earned media. If your PR efforts have resulted in some earned media coverage – either some news or a feature. Promote it. Your social media followers clearly have an interest in your business or what you do and hearing or reading about your media coverage might just tilt buying decisions in your favour.