As promised, here's a link to a story called "Everything You Ever Wanted To Know (Or Should Know) About 'Social Media Releases." The headline says it all. It's a primer. At the end you'll find more links to developing Social Media Releases.
I have to say that while I completely agree that the classic psuedo-news release needs a makeover, I'm not sure a release consisting mainly of news chunks is the answer. What we need to do is tell better stories, using online tools as appropriate. We don't need to take crappy stories and non-news and repackage it into a so-called social media construct just for the sake of making it fresh and more relevant to today's tools.
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