Jared Carrizales believes that Twitter is awesome, and underutilized, for generating leads and various PR opportunities.
Traditional PR mentality states that you need to have a contact list more valuable than the Glengarry leads and email blast prospects with what are essentially novels to be able to get any results. Luckily, we have other methods and tools like social media and newsletters like HARO at our disposal that, through basic trial and error, we can hone so these valuable mentions come to us.
The Twittersphere is stupid awesome for generating leads and various PR opportunities. Journalists, anchors, customer prospects, and bloggers use the platform to find and vet sources on the fly. It’s by far the single most underutilized tool when it comes to modern day PR.
That said, Twitter is a huge place, so how are you supposed to find all these opportunities flying around you? That answer is twofold; Twitter search operators and IFTTT (Zapier will work too) are the key.
Sidenote: Keep in mind, I’m writing this from an agency perspective, so while it’s my main goal to provide the highest quality to our clients, I also have to think about scale. “How can I make this process work for all my clients?” is always in my mind. That’s why the automation portion of this is so important.
First, Twitter Queries
To be able to find these press opportunities, you’ll first need to first know which queries to use on Twitter. They have some great information on what kind of operators they support here, but to get started, you can get by with just some quotations, minus, and capitalization.
So, how do you figure out what journalists are searching for? Just put yourself in their shoes. They often need sources for stories, so do a few experimental searches on Twitter and you’re likely to find common phrases like this:
- “share your story”
- “email me at”
- “for a story”
- “for an article”
- “writing an article”
If you have trouble brainstorming more common queries, you can always browse through the journalists’ profiles themselves and try and find some requests.
And you don’t have to stop with generic queries…what about speaking opportunities?
- “submit your pitch”
- “want to present at”
- “submit speaker proposals”
- “submit speaker application”
- “want to be a panelist”
- “apply to speak”
- “speakers wanted”
- “call for papers”
- “call for speakers”
- “call for panelists”
- “panelist application”
- “submit your speaker proposal”
- “available to interview”
- “can interview”
- “available to be interviewed”
…or answering questions?
- “how does”
- “does anyone know”
- “can someone help”
- “where can I”
- “where are”
- “how does”
As you can probably predict, finding leads using these searches becomes a delicate balance of specificity. Include too broad of terms and sorting through the results becomes a full time job, too specific and you’ll lose some of the opportunities. Most all of these queries will need to be creatively paired with other designators so you keep the results as relevant and efficient as possible. For example, you’re likely not looking for a full time job, so when you use the interview queries you’ll want to add things like -hire, or -job. Then a possible combination becomes:
“available to be interviewed” -job -hire
In addition, you want to condense as much as possible, and you can do this by adding “OR” between queries. For instance, if I’m trying to watch out for new customer opportunities for a local restaurant, I might use something like this:
Dallas “how does” OR “does anyone know” OR “can someone help” OR “where can I” OR “where are” OR “how does”
Next up, Connecting IFTTT. Read on here…