The above video was originally released from RealWire, which is a company that specializes in creating, sending, and tracking press releases, in partnerships with social media sources.
If you go to this link:
You can detailed information about what a Social Media News Release is, how they are developed and how they are managed. Below is the video they include, explain the major parts of what a Social Media News Release works!
Finally, here is a neat infographic-styled format for Social Media News Releases that I liked: