Twitter Presence Grows, Driven by Cision Social Publish
Cision PR Software and Content Publishing Tool Help Wave Hill Public Garden to Reach Visitors and Fulfill Mission
Cision, the leading provider of cloud-based PR software, services and tools for the marketing and public relations industry, today announced that Wave Hill, New York’s unique, 28-acre public garden and cultural center, has seen a 53 percent increase in Twitter followers during the first weeks of its adoption of Cision Social Publish as its primary way of using social media to tell its story and distribute news to its audiences.
“Our mission is to connect people to nature,” said Martha Gellens, Assistant Director of Marketing of Wave Hill, which is located in The Bronx. “To do that, we need to convince people to visit us, and we have to compete against the massive number of museums and other attractions that New York offers for people seeking leisure-time activities.”
As a result, Wave Hill offers a broad spectrum of outreach programs. “We have a small staff – two full-time and two part-time people,” Gellens noted, “and our messaging must be diverse to reach our multiple audiences. That’s why Cision Social Publish has become so important to us.”
“One of the great things about Cision Social Publish is that it sends our news immediately to Twitter,” said Molly Stewart, Wave Hill’s Marketing and Communications Fellow. “People are retweeting our content and giving us much more visibility.”
With Cision Social Publish, Wave Hill has created its own search-optimized social media newsroom, and because Cision’s eNews Monitoring shows who the influencers are that pick up its news releases, the organization understands where its story is resonating. That has allowed it to identify and reach out to bloggers who have become strong brand advocates.
Wave Hill’s adoption of Social Publish and content publishing is part of the organization’s broader use of the Cision campaign management software platform – including Cision’s media database, media monitoring services, and online metrics such as publicity value. Cision Social Publish, integrated into the Cision software platform, lets users publish all of their branded content in one place, and share it directly to Twitter, Facebook, and LinkedIn.
“Publicity is the most important element of our marketing mix,” Gellens said. “Cision has become a cornerstone of how we reach out to the press and our audiences. Metrics like publicity value have helped us demonstrate the return on the investment we’ve made in our PR programs and in Cision software.”