Dos and Don’ts for Connecting with Freelance Writers Via Social Media
I’m all about building connections with publicists that are relational, rather than transactional—a concept I talked about in detail here. As such, I’m a firm believer that publicists should focus on developing positive relationships with freelance writers before diving right into cold pitching them.
One of the best ways to forge a relationship with a new-to-you freelance writer is by connecting over social media. However, there can be a fine line between being friendly and coming across as aggressive—or, worst case, creepy or obsessive.
Let’s start with what NOT to do when it comes to building relationships with journalists on social media:
The DON’Ts:
On LinkedIn
Don’t request connections to freelance writers you don’t know or haven’t worked with before without including a message. Even if you don’t have LinkedIn Premium, you can still include a message with a connection request by opting to “Add a note” when it asks if you’d like to customize your invitation. Blind requests can appear curious or spammy.
On Facebook
Don’t send personal friend requests unless you actually know the freelance writer IRL. If you check out the writer’s profile on Facebook and notice that their settings are private, that usually means they prefer to keep their presence on this platform reserved for family and friends, so respect that privacy.
On Twitter
Don’t follow a freelance writer on Twitter and immediately like their last five or so Tweets. This action appears contrived and will lead the journalist to question your intentions. Not to mention, it comes across as disingenuous (do you really like all five of the last things they said?).
On Instagram
Don’t move too far, too fast. If you wouldn’t move to first or second base on a first date, don’t follow a freelance writer and quickly start liking or adding comments to their recent photos in rapid succession. Instagram has become a visual storybook of people’s lives—not only the highlights but also of the vulnerable moments, especially during quarantine. Be respectful of when certain things they’re sharing may not be intended for comment by strangers, even if their profile is set to public.
In General
Don’t send friend requests or follow the freelance writer on every single platform they’re on all at once. This has happened to me multiple times and gives me pause on why this person I have never interacted with (or perhaps talked to only a time or two) is suddenly so interested in my life. Consider this like a dating situation and practice social media restraint to avoid coming across as stalker-ish.
Now, for the good stuff:
The DOs:
On LinkedIn
In your personalized note, include a few sentences about why you’re wanting to connect and how you came across his or her profile. It’s very helpful as a journalist to know where publicists are seeing your name, and what they’re hoping to accomplish by building that connection with you virtually.
On Facebook
Facebook groups—particularly PR, Marketing and Media Czars—can be useful tools for connecting journalists and publicists. When a writer posts a request for a source or information, take note of the format in which they’re asking for this to be delivered. If they request an email, send an email; if they request a DM or comment, follow through there. Something as simple as following directions is an underrated skill that makes you stand out. The bottom line when connecting on Facebook: Be helpful.
On Twitter
Be thoughtful. Actually read through their feed, scrolling down to see their past month or so of content. Take note of how often they Tweet, how they engage with others and which publications they’re sharing articles from. This can be a good platform to gauge which editors they’re connected with and what stories they’re working on, as well (I frequently share quick turnaround story leads on mine). If you see a Tweet that resonates with you or that you can relate to in some way, share a quick reply, or perhaps retweet one of their Tweets with a comment. This is a platform where slow and steady wins the race, so begin to build that relationship by engaging every few days and seeing what happens. Chances are, your actions will be reciprocated.
On Instagram
After you follow a freelance writer, it’s nice to send them a quick DM to say hello and let them know how you found them. If you noticed their byline in a top publication, say so, and maybe send a compliment if it’s genuine. Sharing a bit about who you are, while keeping your message brief, can also be helpful, showing that it’s a two-way street when it comes to building a relationship with them.
In General
Above all, be genuine and authentic in building connections. I get that we all have jobs to do, and networking with journalists is a critical part of that. If you’re connecting with freelance writers as the means to an end, however, they’ll notice—trust me. Take a real interest in getting to know the writer. Even if you have to fake it at first, you may find that you have things in common that will help you both to build a bona fide relationship.
Especially in these Covid-19 times, it’s more critical than ever to build a relationship with a freelance writer before pitching them. In what ways are you connecting and engaging to build trust? Share with me in the comments.