Whew! The news release you’ve worked on for weeks just hit the wire. Job done, right? Well, not if you want to maximize the return on your investment (ROI). A recent study reveals that 46% of social network users share and discuss news on social platforms, with 64% of U.S. adults — 30% of the U.S. population — receiving their news via Facebook.^[1]

Facebook makes it easy to share news, but simply posting your release to Facebook versus having an actual strategy will mean the difference between reaching your intended audience and being Facebook roadkill.

So, what steps should you take to maximize your ROI?

Start crafting your post.
The first thing to do after distributing your press release through a newswire service and monitoring it online is to insert the URL to your release into a new Facebook post.

What will make your readers pause in their timeline to read your press release? 
Simply put: your headline. Make it good.

After you insert the URL, your article will be visible in the post. Replace the URL with a headline that grabs readers’ attention and makes them want to share it. The Social Media Handbook for PR Professionals suggests a good length for a Facebook headline is 90 -120 characters because it is easier to share and can be rapidly scanned as an email subject line.

Here are some tips^[2] to tailor your headline for Facebook.

• Solve a problem.
  • “MEGA Shows How to Triumph in the Digital Revolution“
    “Tips to Triple Your Followers in 10 Days “
• Pose a question.
  • “What is responsive design and do you really need it?”
  • “Why Do Start Ups Fail?”
• Create a sense of urgency.
  • “10 Things you must do Today to Save your 401(k) “
  • “Before you go the ATM, Know This”
• If you’re in a pinch, and don’t have time to craft a new headline, just use your news release subhead^[3].

Many times, the subhead is more specific and could be more useful for your social media audience.

• Headline: “It’s Time Again For Our Summer Loan Sale-a-Bration”
• Subhead: “Refinance your mortgage at an unbelievable 2.85%!”

Is your multimedia compelling for social media?
If you want to change the image that uploaded with the post, now is a good time to add the new image with the “Upload Image” function. Your picture, graphic or video should be engaging and relevant. Links with thumbnails and teasers receive 20%^[4] more clicks than links without. Which leads me to my next tip…

Be a Tease.
Your headline made an impression, but viewers must want to read your release, so give them a little teaser.

Here, under your new headline, add the most compelling data right up front to increase activity and shares. This allows you to tailor your content for your targeted Facebook audience and show why your press release is relevant to them.  The reader is now incentivized to click on the link back to the press release and also to share it with others.

Find your audience.
Your content is ready, now it is time to pinpoint your audience. For a fee, take advantage of Facebook’s “Boost Post” feature. First, you need to answer for yourself: Who is your ideal reader and what is your goal?

• Goal: Enhance your existing audience. Use the “People similar to people who like your page” boost.
• Goal: Find new supporters. Use the “People you choose through targeting” boost to select the location, age, gender and interests of your target audience.

You can use your Insights (explained below) to select the age, gender, location, relationship and educational status, language and interests of the user you want to reach.

Perfect timing.
This seems obvious: The perfect time to post on Facebook is when your audience is on Facebook. Paying attention to timing pays off. Posting on Facebook between 1 – 4 p.m. can result in the highest average click through rates^[5]. So, how do you find out when your audience is on Facebook?