Tips and tricks for creating engaging content. Presentation created for social media training in Russia, July 2014.

1. SOCIAL MEDIA WORKSHOP
MOSCOW – ST. PETERSBURG

2. USA TODAY
Best Practices
Mary Hartney Nahorniak
@maryvale
Social media editor, USA TODAY
July 2014

6. Approaching social
as a platform
It’s an “edition” of USA TODAY, same as print, desktop or mobile

7. Key successes
Social media makes up 8-10% of digital traffic
12MM-plus social footprint
Reaching more than 1MM daily on Facebook
Facebook is overtaking Google search
Informing new people, in new ways
Engagement is second among competition

8. Picking social stories and crafting
social posts

10. What's the message?
Think: Is there a social way to write this?

13. What's the intent?
The psychology of sharing, liking, clicking

16. Match the content to the network
Pick the right platform

18. (Or like it, or retweet it, or click it.)
If not, rethink it.
Ask yourself:
Would I share this?

20. What's the emotion
you want to drive?
Put yourself in their shoes

22. Plan ahead

25. Pick the right photo

32. Even the wacky ones.
(Especially the wacky ones.)
Holidays are a win

34. Optimizing stories
for social
A great headline goes a long way
(on the Internet)

36. Common themes
You can’t win ‘em all --
but you will win with these no-fail topics

37. Nostalgia

40. Identity

42. Science
(especially space)

44. Animals

46. … for the ‘bored at work’ network
Inspiration and good news

48. Breaking news

51. (And it’s the fun part)
Engagement is key

53. We’re social creatures
Your best asset:
Your people

55. Let the crowd help

57. Use (the right) hashtags
They increase engagement 100% for journalists,
50% for brands
Share image, video, Vines
Tweets with photos / video get 3-4 times
the amount of engagement
Not everything needs a link
20% fewer URLs and 100% more @mentions
grows followers 17% more than expected

58. At the end of the day, we want
to make a connection
Use what you know
Talk like yourself
Watch and learn

59. THANKS FOR ATTENDING
MOSCOW – ST. PETERSBURG

60. The best ones will change your life
Tools are your friends