Tag Archives: Content We Love

Quote

Content We Love: How the Wire Helped a Family of Pittsburgh Bald Eagles

ContentWeLove

Click here to view the entire release

Click here to view the entire news release

The story

Earlier this week I received an email from my mom (who is fondly nicknamed “Bird”) with the subject line: “A – the eagles are in danger, can you help???” As my team here in Cleveland knows, my mom is an avid eagle enthusiast who is obsessed with watching the first bald eagle family to nest in the Pittsburgh area in over 250 years via webcam. The webcam across the street documented the three eaglets being born, the mom chasing a raccoon from the nest, and an owl picking on mom as she slept. You can view the eagles on the webcam by clicking here.

The danger to the eagle family? Rat poison. An abandoned recycling center across the river from the eagles’ hunting territory was overrun with rats – thousands of them apparently. The company that purchased the center said the health department was forcing them to use rat poison to eradicate the rats. The problem with this is that eagles eat rats! Webcam viewers had seen them eating three rats in the past week alone. If the eagles consumed rats that were poisoned it could kill them with the eaglets especially being at risk. I spoke to a few sources including the owner of the Facebook group Save Hays Eagles (a group my mom and I belong to) and decided to take action by issuing a press release via none other than PR Newswire.

The release

I quickly drafted a press release titled, “Save Hays Eagles: Pittsburgh Bald Eagles at Risk Due to Rat Poison Presence,” and consulted my boss for editing. He kindly reminded me to include hyperlinks within the first paragraph, which drove traffic to our group’s Facebook page and provided further information around the cause. Once I received content approval from my contact at Save Hays Eagles, I downloaded a high res photo from a local Pittsburgh photographer who has been photographing the eagles for over a year, uploaded it to the Media Studio within the Online Member Center, and just moments later, the release hit our wire.

The results?

Earned media from local news

The media contact at Save Hays Eagles received numerous calls and four requests for media interviews, including an on-air appearance for Pittsburgh TV to discuss the issue.

Social engagement with key audiences

Sally Wiggin ReTweets

The next day ReleaseWatch reporting showed 13 mentions on Twitter thanks to PR Newswire’s targeted industry Twitter accounts PRNEnv and PRNPets and a retweet from local TV legend Sally Wiggin.

Increased visibility for our message

  • Over 309 websites had reposted the content
  • The release received 421 click-throughs
  • 2,145 total online & search views
  • 817 photo views
  • A total Visibility Index of 99 and an Engagement Index of 99

Two days later, it was reported that a safer alternative to the traditional poison used to kill rats will be used:  http://wesa.fm/post/health-department-tries-terminate-rats-not-eagles-pittsburgh

Local residents will likely be monitoring the situation and keeping a close eye on their eagles via the webcam. You can rest assured my mom will be one of them!

Amanda MeriwetherAuthor Amanda Meriwether is a manager of customer content services at PR Newswire. Follow her on Twitter.

Content We Love: A Socially and Environmentally Friendly Release

ContentWeLove

Click to view the entire press release from So Delicious Dairy Free

Click to view the entire press release from So Delicious Dairy Free

Earth Day is celebrated on April 22nd each year and in honor of the occasion, So Delicious Dairy Free announced their groundbreaking new social media campaign in a press release titled  “World’s Shortest Grant Application – 140 Characters – Rewards Best Sustainability Ideas for Earth Day.” Environmental activists have a rare opportunity to pitch their ideas for making a world a better place in 140 characters or less using #140Difference. An astute use of new school press release tactics that focus on audience engagement earns this announcement a spot as this week’s Content We Love.

An attention-grabbing headline identifies a problem and solves it. The thought of writing out a 20-30 page grant proposal is without a doubt overwhelming, and it may even deter some from pursuing projects that could change the world. This eye-catching headline crisply summarizes the brand’s radical initiative in a perfectly tweetable length to pique the reader’s interest and engage them immediately.

Visuals that captivate the audience

Visuals establish an emotional connection with the audience by shedding light on the humanity and heart of an organization in a way that text alone simply cannot. So Delicious includes both photos and a video in their release in lieu of lengthy text, generating greater social interaction and audience reach for their message.

A hashtag that seeds social interaction

The embedded video poses a powerful question, “What Can 140 Characters Do?” Social media has reinvented activism as seen in the uprisings of Arab Spring and Occupy Wall Street. What started as virtual social interactions now have a profound impact on our personal lives, and So Delicious cleverly incorporates this idea to promote their CSR efforts, drive the conversation around their content, while changing the world for the better.

Humanize the brand with a quote from thought leadership

So Delicious includes a quote from their Advocacy Marketing Manager, Brittany Horn, which borrows from the principles of engaging on social media to create a more transparent business and open dialogue between the brand and consumer.

So Delicious demonstrates a true understanding of how to find and engage audiences with content that they will care about. Kudos on a job well done!

ShannonAuthor Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator. Follow her on Twitter @sramloch.

Content We Love: A ‘Snap’-py Approach to Social Media

ContentWeLove

Though the world of #selfies seems to be dominated by teenagers, they aren’t the only ones turning cameras on themselves. Brands are now incorporating the wildly popular form of content creation to connect with their social audiences, a topic we’ve been tackling in our ongoing event series “How to Keep Your Content Relevant in the Age of the Selfie.”

Grey Panda LastSelfieA recent release by Grey Group  and The World WildLife Fund titled, “ Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered  ” debuted a new social media campaign on Snapchat called the #LastSelfie, to raise awareness about the diminishing population of tigers, rhinos, orangutans, pandas and polar bears. The campaign encourages Snapchat users to share images created by the WWF of these animals utilizing the platform’s short lifespan to transmit the real message: these animals are in danger of disappearing. The press release tactics incorporated into this announcement showcase Grey Group and WWF’s thorough understanding of where their desired audience is engaging and the types of content that will be most interesting to them.

Powerful visual assets paired with minimal text

Organizations are becoming attuned to the fact that attention spans are shrinking and communication is shifting from a text-based to image-based approach. The WWF forfeits lengthy text in favor of three visual assets including video, which amplifies their message exponentially. They have allowed their message to reach not just Snapchat, but Instagram, YouTube, Pinterest, and all other social platforms where their target demographic is engaging with primarily visual content.

A perceptive and targeted approach to social engagement

The WWF covers largely uncharted social territory by targeting their selfie campaign to Snapchat. The mobile app has become a hit among a younger demographic due to the user’s ability to send photos and videos to peers that disappear forever within seconds of being viewed. WWF is tactfully mirroring this idea to raise awareness of endangered animals to a new generation of activists. It is a targeted approach to social engagement that demonstrates a true understanding of this platform and the kinds of messages that will resonate with its users.

Now that social media has solidified its place as a necessary part of communicating for brands and consumers alike, the audiences on these channels have evolved. Using social media platforms with purpose instead of a scattered approach targets your message to the people most important to it and indicates  the types of content that you should be creating for that audience. Congrats to Grey Group and the WWF on their social-savvy communications efforts!

Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her on twitter @alyselamp.

Content We Love: A New Twist on an Old Favorite

ContentWeLoveApril is a month known to bring showers, followed by a month of flowers (or so we hope). A quick search online informed me that it’s also a month to celebrate humor, raise awareness about Autism, encourage people to Keep America Beautiful and according to the press release “SUPERPRETZEL® Celebrates National Soft Pretzel Month,” a time to commemorate one of America’s most beloved snacks. SUPERPRETZEL utilizes a number of new school PR tactics in this release to make their message truly stand out among the competition.

Humans are visual learners

Given that fun facts are the core of the release, SUPERPRETZEL provides their content to readers in two visually appealing formats to increase visibility. One is a charming infographic that the company is promoting in honor of the delicious occasion. It is ideal for social sharing which allows consumers to engage with the content and further generate awareness of the brand. Personally, I tend to absorb more information in visual format and, therefore, I’m a big fan of infographics.

Share interesting content 

Listing key messages in the body of the release is another method for sharing information in a visually appealing way. Did you know that the phrase “tie the knot” came to be after a pretzel was used in a wedding ceremony? Or that the largest pretzel ever made weighed more than 800 pounds? I wonder how long that took to bake!  These snackable fun facts are another way the brand retains the audience’s interest and fuels social engagement with their content.

Get your company’s name out there

Besides the new knowledge I’ve acquired about pretzels (great conversation starter), SUPERPRETZEL reminded me that press releases don’t have to be announcing a new product or accomplishment. They are a malleable tool that can be utilized to share relatable, breezy, and interesting owned content that can help to bolster a brand image, too.

Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her on twitter @alyselamp.

Content We Love: Amplifying Owned Content

ContentWeLove

Click here to download to free ebook "Read It, Watch It, or Tweet It – How Americans Read and Share News"

Click here to download to free ebook “Read It, Watch It, or Tweet It – How Americans Read and Share News”

Today’s buying journey is heavily dependent on discoverability, peer or influencer recommendations, and trust. Attempting to promote the content you’ve worked hard to create by relying solely on owned channels such as your company website or social media accounts can prevent those messages from being discovered beyond the audiences you’ve already acquired.

Think about the people who need your help but are unaware that you are the solution to their problem — how will they find you? Having your message resurface on other trusted industry websites via search engines or mentioned by the media (either in an article, or a tweet) can make all the difference between a gain and loss of audience, prospects and ultimately ROI. Therefore, if your brand has invested resources into creating content, putting some muscle behind the promotion of those messages is imperative.

Today’s featured content from Inkhouse is near and dear to our hearts, in terms of both subject and format.  The firm used a press release titled, “In TV We (Still) Trust: 73 Percent of Americans Cite Television as Their Preferred and Most Trusted News Source – Topping Online, Print and Social Media” to share the findings of a survey they conducted with GMI Research on Americans’ news consumption habits.

This subject remains a hot button issue as the digital age continues to evolve traditional news formats and redefine what is newsworthy, and Inkhouse capitalised fully on the opportunity to make this information discoverable to the journalists, bloggers and other influentials interested in the topic, using creative content distribution  to amplify owned content.

INKHOUSE INFOGRAPHICAccording to the survey, Americans are consuming news in a variety of different ways but rely on certain channels more than others. Press releases are cited as the most trusted source of company generated news, more than blog posts or articles by the CEO and advertisements.

Audiences are particularly wary of being fed corporate propaganda, but press releases – which are on-record statements and disclosures –  are viewed as credible sources of news and information by public audiences.

Obviously, we’re interested in the subject matter and love the fact that press releases were found to be viewed so favorably by the public.  Content aside, however, the message shines for a number of other reasons:

  • An intriguing headline that includes a stat commands the reader’s attention and is almost perfectly tweet-able;
  • An infographic is included as a visual asset to fuel engagement and social sharing.  It beautifully illustrates the main findings of the survey in a concise format to help the reader process this information quickly;
  • A quote from Beth Monaghan, co-founder and principal of InkHouse promotes the company’s thought leadership and brings a human element to the brand message;
  • Tight bullet points neatly summarize other key findings from the survey for the readers who are quickly scanning the page for information most pertinent to them
  • Finally, a call-to-action that drives traffic back to the company website,  generating ROI.

This press release is a brilliant example of utilizing distribution in a creative way that reflects the convergence of marketing and PR. Kudos to Inkhouse on an A+ press release!

ShannonAuthor Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator. Follow her on Twitter @sramloch.

 

Content We Love: News Writing in a News Release

ContentWeLove

One of my fondest childhood memories is visiting the Museum of Natural History and looking up in awe at the massive replicas of dinosaur skeletons. Tyrannosaurus Rex was always my favorite. To me, its enormous jaws and ferociousness as depicted in popular culture were symbols of its strength and supremacy above all other beings. After reading the press release “Perot Museum Paleontologists Discover Pygmy Tyrannosaur That Roamed Ancient Arctic Lands of Alaska,” those feelings of wonder and amazement came rushing back to me.

Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern Alaska.  Formally named Nanuqsaurus hoglundi, the animal is a pygmy tyrannosaur, whose first name is in honor of the Inupiat people whose traditional territory includes the land where these bones were found.  The second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012.  ILLUSTRATION BY KAREN CARR.  (PRNewsFoto/Perot Museum of Nature and Science)

Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern Alaska. ILLUSTRATION BY KAREN CARR. (PRNewsFoto/Perot Museum of Nature and Science)

This announcement is not just a press release, it’s a story, and utilizing a distribution network to share that story places it in front of hundreds or even thousands of people who can emotionally connect with it.

Though one of the press release tactics discussed on Beyond PR highlights the efficiency of short form press releases, The Perot Museum of Science and Nature uses a longer format to tell a complete story enhanced by captivating illustrations. Their smart integration of compelling news writing with the clout of news release distribution  makes this message the subject of this week’s Content We Love.

PR pros should make note of the following characteristics of this release:

  • Visuals:  Including an artist’s rendering of what the new discovery might have looked like as a visual asset allows this story to truly resonate with audiences.
  • Long-form content makes it easy for journalists to cover this story because it’s essentially already written for them. The press release includes the origins of the name Nanuqsaurus hoglundi as well as how the discovery was made. The story earned media pick up from outlets including Fox News and NBC News, both of which republished the image from the press release on their websites.
  • Providing associated content:  The announcement promotes a scientific paper right under the lead paragraph that most people outside of the profession would not have access to. Plugging the manuscript toward the top of the release and a restrained use of links establishes a focused call-to-action for readers.
  • Promoting the content. Finally, sharing this message on a platform that is well established as a source for reliable news information also locks down the museum’s own credibility as scientific leaders and builds overall visibility.

This press release from the Perot Museum of Science and Nature shows that if you want to earn attention from news media, you can use a press release to write it yourself and share a story that readers will remember.  Congrats on a job well done!

Gravatar

Author Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. Follow her on Twitter @sramloch

Content We Love: GoBankingRates.com Goes Off Without a Pitch

ContentWeLove

Click to view the entire press release from GoBankingRates.com

Click to view the entire press release from GoBankingRates.com

The digital age has enabled content creators to become content distributors in their own right by engaging on social platforms. But in the mix of today’s owned, earned, and paid media environment, social channels can be limiting in their ability to reach beyond their followers and garner attention from new audiences. Over the holidays, GoBankingRates.com issued a press release to share the findings of a study they conducted on leading retailers titled “Stores with the Best and Worst Return Policies.” The release- which the company told us they did not pitch in advance- generated excellent media coverage on major outlets such as Good Morning America and ABC News.

Click to view the video of GoBankingRates.com featured on Good Morning America

Click to view the video of GoBankingRates.com featured on Good Morning America

The brand used a PR-savvy combination of engaging, informative content with the power of press releases to raise awareness of their message and build credibility, and the results they experienced are a testament to the fact that press releases are still highly regarded sources of information for both journalists and consumers.  For these reasons, GoBankingRates.com’s story is the subject of this week’s Content We Love.

In addition to a strong story and excellent timing, several notable elements of this press release made it optimal for earning media coverage:

  • Visual assets stop the eye and grab the reader’s attention against a sea of text. Most press releases don’t contain a visual element, which allows this company to differentiate their message against competitors and increase visibility.
  • The copy is stripped of corporate jargon and supplies readers with just the facts. In just 46 characters, the direct and to-the-point headline provides readers with a complete context of what the story is about and encourages them to read on and share on social channels.
  • Bullet points break down the results in an easily digestible format.
  • A call to action links to a blog post that drives traffic back to the company website.
Assets from the GoBankingRates.com press release are republished in a Fox News article

Assets from the GoBankingRates.com press release are republished in a Fox News article

GoBankingRates.com shared a story so valuable to their audience that all it needed was distribution to propel it forward. As evidenced by their impressive media coverage, even though distribution comes in a variety of formats today, journalists still look to press releases as a source of trustworthy information and creative story ideas. But it’s not about what a single platform can do for your message; it’s about how integrating distribution in all its forms to promote truly interesting content can drive an ongoing conversation and maximizes visibility for your brand. The exposure that GoBankingRates.com generated through original media coverage firmly positioned the company as a thought-leader in personal finance. Kudos to GoBankingRates.com on a job well done!

GravatarAuthor Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. Follow her on Twitter @sramloch

Content We Love: A Press Release That’s Not So Airheaded

ContentWeLove

Click to view the entire multimedia news release

Click to view the entire multimedia news release

While fame-seeking is hardly a new phenomenon, social media has enabled its users to imitate feelings of stardom by seeing their own faces on a screen and gaining friends, followers, likes, or retweets for sharing their personal stories. Celebrities like Justin Bieber who transcended the digital barrier after gaining popularity on YouTube, have given hope to aspiring stars that they too have a chance in the spotlight.

Social Media Pew

via Pew Research Journalism Project

Airheads Candy is now capitalizing on this peculiar phenomenon by promoting their social media video contest which offers fans a chance to be featured in their new ad campaign. Pew research shows that channels like YouTube and Twitter are the most popular among younger age groups, which fully aligns with the audience that Airheads hopes to capture. The multimedia press release titled, “#Airheadsneeded: Brand Searches for Airheaded Commercial Star” employs a mix of humorous storytelling, clever social elements, and colorful imagery to earn a spot as this week’s Content We Love.

Multimedia components are indispensable to a press release if you intend to raise awareness amongst the greatest audience possible. By including both videos and photos, Airheads reaches audiences on channels that text alone cannot such as YouTube, Vine, and Instagram, which are purely driven by visual content. Additionally, the brand is highlighting all video contest submissions in a dedicated Tumblr page that are truly hilarious, memorable, and more importantly, shareable.

The headline commands attention from readers with an interesting news hook in fewer than 140 characters and includes a hashtag, with a subhead providing more context. Who hasn’t daydreamed at least once about what it would feel like to be famous? Airheads is highly aware of whom they are targeting and encouraging social interaction, which heavily influences the results we see on search engines.

A specific call to action after the lead paragraph drives readers to your objective regardless of whether they read the entire release. Considering this is a social media contest, Airheads wisely includes a click-to-tweet button in their call-to-action to further promote the campaign.

Quotes from a brand leader communicate a new opportunity that the audience can gain. In this case, the quote from Associate Brand Manager, Jen Redmond is telling readers that if you’re already creating funny videos on your own time every day, why not get famous for it?

An interesting and engaging story that takes the focus off the brand is key to persuading the audience to take your desired action. Despite being the first major advertising campaign that Airheads has ever launched, the brand draws attention away from itself and puts the spotlight on sweet-toothed fans instead.

Even though Airheads have been a longtime staple in candy aisles across America, this press release re-establishes the brand’s cultural relevancy to a new generation of candy-loving, digital-savvy consumers and is bound to generate greater awareness from employing a few simple writing tactics. Kudos to Airheads on a crafting a very smart press release!

Nowadays it seems like everyone is taking selfies, causing a major shift in content creation over the last several years. How can your brand compete and stand out to get your message seen?

Register now to join Michael Pranikoff at PR Newswire’s Lunch and Learn series “How to Keep Your Content Relevant in the Age of the Selfie” in Atlanta, GA on March 4th: prn.to/ATLSelfie 

Content We Love: Anticipating Audience Needs

ContentWeLove

While the country struggles to keep warm during this year’s brutal winter, retail stores have been left suffering out in the cold. Reports continue to surface that the retail sector is experiencing steep declines in sales partially due to the harsh weather conditions. Not surprisingly, a press release titled “RetailNext Releases 2013 Full Holiday Retail Performance Data” is among the top three most emailed releases on the PR Newswire website. Even though this announcement was made weeks ago on January 10th, the importance of this story during difficult economic times continues to drive visibility for RetailNext, and the brand deftly positioned itself as a source of analytics and insight relating to brick-and-mortar retail.   For these reasons, RetailNext’s story is the subject of this week’s Content We Love.

RetailNext

Click the image to view the full press release

RETAILNEXT HOLIDAY SHOPPING 2013Visually stimulating infographic sparks engagement

The fact that this release is one of PR Newswire’s most emailed stories signifies that readers are actively engaged with this content. The featured infographic which offers a closer look at RetailNext’s holiday shopping insights adds a shareable component to the story that keeps readers interested.

Longer form press releases are journalism enablement

In today’s 140 character limit world, much of the conversation regarding the length of great content says to keep it short and sweet. However, there is a lot to be said about the value of a longer form press release. Journalists who are limited in time and resources look to press releases as a source of inspiration for interesting stories. In this case, the article is essentially already written, which drives media coverage for RetailNext.

Bullet points and bold text anticipate audience interests  

RetailNext uses bold text to highlight the pivotal holiday shopping periods of the year and breaks down performance data even further with bullet points. This format allows readers who are scanning the page to quickly grab the information that is most pertinent to them.

This press release is a great example of tailoring content to meet the audience needs while driving awareness of brand messages. Kudos to the RetailNext PR team on a job well done!

Content We Love: CVS Caremark Stomps Out Cigarettes & Sparks a National Conversation

Click to view the entire multimedia news release

Click to view the entire multimedia news release

CVS Caremark recently dominated headlines when they announced a stunning decision to ban the sale of cigarettes in their stores. The bold move sparked a nationwide discussion on the role of pharmacies in providing healthcare to their customers and set a new standard for the industry. Now let’s be honest, a large corporation forgoing $2 billion dollars in profit for the sake of public health was bound to generate headlines. But what made this announcement so exceptional was CVS Caremark’s use of multimedia to frame their key messages, fuel social discussion, and deliver everything that journalists needed to cover the story.

In a Forbes.com article entitled, CVS Brilliantly Encouraged People to Share Its Tobacco Story, author Carmine Gallo says, “Brands that successfully get their message across make it easy for people to share the story across social media platforms.”  For these reasons and more, CVS Caremark’s news release is the subject of this week’s Content We Love.

Rich media fuels social buzz & message amplification

A snapshot of CVS trending on Twitter

A snapshot of CVS as the top trending topic on Twitter

The multimedia news release was a cornerstone of the campaign that enabled CVS Caremark to provide media, bloggers and the public with a variety of rich visuals including hi-res videos of CEO Larry Merlo’s official statement, b-roll footage of CVS stores, photos of the company’s corporate leaders, and infographics with the stats to support their decision.

“Blogs need pictures. People on Twitter, Facebook, or Instagram want pictures, too.” Gallo stated in his article. “CVS provided this multimedia news release with videos clips and downloadable, high-resolution infographics and photographs to support the stories.”

These additional elements promptly addressed questions from the public head-on, allowing journalists the freedom to thoroughly develop every angle of this story and audiences to share the news on social channels with ease.

Distribution of content drives media coverage 

Media covering the story made direct use of the multimedia elements CVS Caremark supplied in their press release. The included B-roll footage was featured in breaking news stories by top broadcast media outlets such as CNN

and CBS News. The video statement from the CEO was directly embedded or redisplayed in online stories from high-traffic outlets like the New York Daily News and Bloomberg BusinessWeek. A simple Google search shows that these are just a few out of the hundreds of media outlets to pick up this story.

By distributing visual assets, CVS benefitted from:

  • Quality earned media
  • High engagement on social media channels
  • Top ranking on search engines

One of the most critical aspects of a brand attempting to establish credibility with the public is acknowledgement from fellow thought-leaders within the industry. CVS Caremark’s announcement drew applause from health advocate organizations like the American Lung Association, the American Cancer Society, and the Hematology/Oncology Pharmacy Association, who each released statements to thank the company for their groundbreaking decision.  But perhaps the highest honor a brand can receive is praise from both the President and First Lady. President Barack Obama released a statement saying that the new policy “will have a profoundly positive impact on the health of our country,” and First Lady Michelle Obama tweeted her support. With such a warm reception by the public, CVS was able to successfully reposition the brand as a trustworthy authority in healthcare.

According to Gallo, “Communication doesn’t have to be complicated. People are talking about CVS because the brand made it easy for them to do so.” CVS Caremark “put on a case study of how to get news spread”  and demonstrated  a thorough understanding of today’s new media environment- one that is multifaceted and driven by compelling stories told through rich visuals. Congratulations to CVS Caremark on the success of their outstanding campaign.

Author Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. Follow her on Twitter @sramloch