1. Content and Social Media

2. “In the last 100 years, the way to advertise was to get into the mass media and push your content. In the next 100 years, information won’t be pushed out to people. It will be shared among the millions of connections people have. You will need to get into these connections.” - Mark Zuckerberg, Facebook CEO

3. Elements of social success Content EngagementCommitment

4. Photos Videos Images (illustrations, comics, memes, etc.) Infographics/data visualization Blogs, emails What is content?

5. Understanding where you’ve been and where you want to go Tell a consistent story Prioritizing and assigning jobs – who does what? Choosing the best content to achieve your goals Choosing the best channels for your content Analyzing and adjusting Great content: informs, engages, motivates! Content strategy – key elements

6. Images make up 93% of most engaging posts (quotes, memes, humor, infographics) Video posts average 62% more engagement than photos 8 billion video views a day Ideal video length for completion rates is 22 seconds Videos uploaded directly get 52 times more views than YouTube links Facebook Live allows you to broadcast live video 75% views on mobile What works on: Facebook

7. What works on: Twitter Images = 18% more clicks, 89% more likes, and 150% more retweets Photos = 35% more retweets Videos = 28% more retweets Use images that combine text with photos or design – attention grabbing and adds context, extend character limit 80% access on mobile

8. What works on: YouTube Information/how-tos Creative content, not ads Thought leadership Influencer partnerships Call to action early (at 30 seconds) Longer content has more engagement 60% views on mobile

9. What works on: LinkedIn Thought leadership – personal blogs (can be shared by organization page) Link to outside organizational content Commentary and engaging with other organizations and influencers Sharing industry news Recruiting/culture content

10. What works on: Instagram Photos get 36% more likes than videos Image composition: faces get 38% more likes Behind the scenes photos Use hashtags to engage more people Add location to post – 79% higher engagement Meant for use on mobile

11. Takeaways Visuals are key Must be mobile-friendly Pay attention – new features and functionality all the time Make a plan Test and be flexible!