How do I use social media for media relations? As a bank marketer, some of the most important connections you can make are with local and regional media.

• Author: Kincy, Jason

Members of the media are one of the most active groups of social media users, and news outlets are some of the most prolific distributors of information. Editors, reporters and writers often use all forms of social media as a part of their jobs: from watching for story ideas in their community or using social media to distribute their content to readers. If you are already a social media user, you have an advantage over bank marketers who are not yet part of the online community.

Twitter, Facebook and LinkedIn are the best platforms to make media connections. Begin by establishing your goals and objectives for using social media to connect with traditional media outlets. Are you wishing to share your bank's news more effectively? Build a closer relationship with media members? Become more informed about your local media's interests and coverage habits?

Based on your objectives, one or more of the following strategies may be worth considering:

Survey the landscape. Search for local media outlets and key reporters who cover banking or community issues. Using your bank's social media identity, "follow" them on Twitter and "like" them on Facebook. If they are paying attention, they'll appreciate it and may "follow" and "like" you back. At the very least, you'll learn more about the stories and topics they cover.

Monitor media contacts. If you work frequently with particular reporters or editors and have a good professional relationship, be sure to follow them personally on Twitter or connect on LinkedIn. (Note: due to the personal nature of Facebook friends, be cautious using this platform.) This helps to learn more about what they are interested in, what they write about and how they research their stories. I've found that some reporters are easier to contact via Twitter than by leaving a message in a cluttered e-mail or voicemail box.

Share your social media info. Telling your bank's...