Download - USA TODAY best practices
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SOCIAL MEDIA WORKSHOP
MOSCOW – ST. PETERSBURG
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USA TODAY Best Practices
Mary Hartney Nahorniak
@maryvale
Social media editor, USA TODAY
July 2014
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Approaching social as a platform
It’s an “edition” of USA TODAY, same as print, desktop or mobile
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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
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Picking social stories and crafting social posts
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What's the message?Think: Is there a social way to write this?
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What's the intent?The psychology of sharing, liking, clicking
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Match the content to the network
Pick the right platform
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(Or like it, or retweet it, or click it.)If not, rethink it.
Ask yourself: Would I share this?
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What's the emotionyou want to drive?
Put yourself in their shoes
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Plan ahead
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Pick the right photo
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Even the wacky ones.(Especially the wacky ones.)
Holidays are a win
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Optimizing stories for social
A great headline goes a long way(on the Internet)
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Common themesYou can’t win ‘em all --
but you will win with these no-fail topics
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Nostalgia
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Identity
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Science (especially space)
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Animals
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… for the ‘bored at work’ network
Inspiration and good news
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Breaking news
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(And it’s the fun part)
Engagement is key
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We’re social creatures
Your best asset: Your people
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Let the crowd help
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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
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At the end of the day, we want to make a connection
Use what you know
Talk like yourself
Watch and learn
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THANKS FOR ATTENDING
MOSCOW – ST. PETERSBURG
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The best ones will change your life
Tools are your friends
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