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A social media news release utilizes online and social media tools for more effective communication with a broader online community. It includes traditional and multimedia elements like videos, images, audio, and hyperlinks. The target audience is mainly bloggers who can use the deconstructed content, news, facts, quotes, and multimedia to enhance their blog posts. It also allows for dialogue with organizations and sharing content through RSS feeds. The concept started with a journalist's dislike for traditional press releases with excessive spin.