Imagine yourself stuck on cliff (your website) on the side of a mountain (the web). On one side is a wide open sea (traditional media). On the other side, a fast-moving river (social media). You have a stack of index cards and a marker.

You need to get someone to notice you. Planes sometimes fly overhead, large ships navigate in the sea, and many different types of people use the river: fishermen, kayakers, tubers, etc. How are you going to make the best use of your index cards to get noticed?

1. You could lay them out on your cliff to spell HELP and hope passing planes (web surfers) see it. (Message on website)
2. You could write HELP on the cards and throw them into the sea, hoping a ship picks one up. (Press release)
3. You could write on the cards and throw them into the river, hoping one of the many river users sees one. (Social media strategy)

If you could pick only one option, #3 would most likely get you noticed the soonest. Ideally, you should be doing all three, portioning your cards to get the best results for your message. But the person who will most likely climb that mountain to help you down will be someone from the river. Make sure you respond appropriately when that happens.

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