There is a great article on Inc.com that focuses on writing a social media release. It has some great points in it and it’s worth a read.
We don’t recommend social media releases for all clients or every project, but there are times when it provides added value. It’s important to think about a social media release strategically. Don’t let your excitement in doing something that has some “cool” elements push you to develop one when you don’t need to. And, on the other side, make sure you focus on the message that you want to put forward and don’t get caught up in the technology and what can be done. Do what should be done.