Watching the Street fight and a Case Study on a Press Release + Social Media

Over the past week, there’s been a caged match about the Social Media Press Release (SMPR). Folks have been fighting both pro and against it as a viable tool for communication that could bridge both the traditional and ‘new’ social media tools for corporations.

Still on the fence about the Social Media Press Release ’till I get more info
For the most part, I stayed out of it, I see some of the faults, but I also see some of the benefits. I don’t have enough information and haven’t seen it deployed successfully to validate if it’s something I would recommend to clients. I’m still wondering if the SMPR is a tool primarily for the press and media

Street fight in the ‘hood

Sometimes the web industry can be a downright dirty mob fight. The first jab started from Stowe, a haymaker from Scoble. The defending team Chris extended a defensive parry blast, and Brian’s sidekick supported the SMPR. Oberkirch throws a haymaker (update: in support of hRelease), Shel slingshots a chicken with lipstick, followed by Jeremy with a flying drop kick, Chris double blocks back, of course, Hugh McCloud grabs his spray cans and paints the alley with yet more graffiti. Things turned into quite the brawl, and you can see the full effect on TechMeme a conversation tracker.

In my opinion, the debate has yet to be resolved, it’s not clear from an industry perspective if we embrace the SMPR as a whole.

Case study: Seagate integrates Social Media into an Announcement

I’ve started to pay more attention to press releases, and how they integrate with Social Media. A few days ago, Seagate (A PodTech client) announced their financials, and they did something interesting. In addition to the regular ways of telling the world via normal announcements, they had podcasting personality John Furrier (my boss) interview the CEO of Seagate and upload quickly on this podcast.

For some time now Seagate has links to Social Media directly in their press release, linking directly to the Seagate Channel on

This is an interesting for a few reasons:
1) Seagate has integrated social media into the announcement
2) Seagate has integrated social media into the press release.
3) Seagate has not suffered from message decay (one of the primary reasons for the SMPR)
4) Seagate has done this without a formalized Social Media Press Release format or tool

Can Social Media integrate with a Press Release? Do we need a Social Media Press Release?
As Linda Furrier points out in Jeremy’s comments, there is room for both, it will be some type of hybrid. Maybe we do need a SMPR, it’s possible it’s not for the general consumer or community, but for the press.

Related Observations:

I’m proud that our Industry openly debates issues
During the debate, I sent an email to those that were deeply involved, at how our industry can debate topics in public, figure out what works and rebuild better and stronger. It’s a collective and global debate in the web industry, and it’s what makes us unique.

Applause for Brian Solis and Chris Heuer

I’d especially like to recognize Brian and Chris for really following Business Blogging best practices. They followed the conversation wherever it went (including a Google Group that I am part of) and defended their stance. They left comments, responded via their blogs, very professionally, they really kept their presence active and I applaud them for standing by for what they believe in and defending it. I wish I was a fly on the wall at the office on Monday, as you know Stow and Chris share office space.

My related thoughts:

  • I asked the community what they thought of the Social Media Press Release
  • Edelman release the Social Media Press Release tool ‘Storycrafter’ (I don’t get it)
  • Social Media Tools enables Storytelling at the Edges