In your press releasese include a twitter line so I can tweet, a facebook entry so I can bring it up socially, and a landing page so I can reference a URL in my tweet and posts so those interested can find out more. If your company and executives can address how the issue, product or services relates to sustainability, then extra special and useful to us, as we are a video site featuring the voices of sustainability, is a link to a video on YouTube with the spokesperson addressing the issue as a thought leader.
YouTube search is the second most popular search engine after Google and you are much more likely to get high page rankings for your category positioning e.g. renewable energy if you invest in a YouTube channel and build community around video.
The name of the game is content creation, web seeding, and positioning as a thought leader. All three and you'll have home runs. We talk about this in the context of post conference education and awareness at sustainabilityactionmedia.com (SAM), but it applies to using online video effectively to increase your chances of being found in top search rankings (red/tan/yellow). Position matters as can be seen in this Google heat map.
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