Congratulations! Your healthcare PR team has represented you as an industry thought leader and thanks to their efforts, you’ve been quoted in the media! This coverage will likely bring a significant boost in awareness for your personal brand or company. To maximize the value of this placement, it’s important to leverage social media and amplify the reach. Doing so will not only showcase your expertise, it will also help build rapport with the reporter and prove to other potential healthcare media partners you’re a great source and collaborator. But posting to social media requires more than just sharing a link.
Here are five best practices to maximize the value of a placement on social media:
01. Share the news quickly
The first step to maximize a placement’s exposure is to share it as soon as possible, both on your personal platform(s) as well as your company’s pages. This ensures your followers will see the content while it is still timely and relevant. Your initial post should:
- Highlight key points from the article, helping the audience quickly understand its value
- Tag the publication and reporter, expanding the reach of your post
- Include a link to the article or coverage
- Include a request for engagement, i.e. “please share” or “leave a comment with your thoughts.”
02. Cross-promote across social media networks
To increase the reach of your placement, be sure to share it across all of your brand’s social media channels. While LinkedIn may seem like the most relevant network for such content, sharing across your digital footprint creates consistency, drives visibility, and increases credibility with your followers. Just be sure to tailor and optimize your post for each platform. For example, leveraging video on Instagram can generate large engagement numbers. According to Meta, 2.5 billion active users engage with Reels every month, a 65% increase from 2023.
03. Interact with the reporter + publication
Once you share the placement across networks, it is also important to spend time engaging with related content on other accounts. This ensures that exposure extends beyond just your own social media followers. A best practice is to engage with any post shared by the reporter or their associated publication. Be sure to like the post and leave a comment. Any comment should express excitement about the article and thank them for including your input. As a secondary—but equally important—benefit, interacting in this way builds rapport and keeps you top of mind for future thought leadership opportunities.
04. Engage with your audience
After you’ve shared the news of your media mention, monitor your social media posts for likes, comments, and shares. Be sure to respond to any comments on your post in a professional and engaging way. For example, ask a commenter what their favorite takeaway from the article was. This practice also shows your followers that you value their input and builds loyalty. In fact, according to Synup, 71% of consumers who have a good experience with a brand on social media will recommend it to others.
05. Follow up with related content
To keep momentum going, continue to share about your feature in the days and weeks after publication. For example, share additional insights with your audience through a poll, live Q&A session, or short video. These practices reinforce your expertise and keep your audience engaged. In fact, businesses that used polls on X experienced a 20% increase in brand visibility and a 15% boost in follower growth according to Hubspot.
In conclusion, being featured in the media is an important way to build your brand’s credibility and increase its visibility. By sharing a placement strategically on social media through compelling content and meaningful engagement, you can maximize exposure and drive the most value.
.svg)
.svg){kind=small}
.svg){kind=small}
