A deck on creating different types of content for social media use. Presented to the University of Minnesota Social Media Group.

1. Creating Content
for Social Media
Anthony Ongaro
@antronomics

2. Social Media Street Cred
• Marketing Director at Nice Ride MN
• Partner at ongjoh, marketing agency
• Entrepreneur in eCommerce
• Enjoyer of social media

3. Topics Covered
• Social Media Networks
• Content Types
• Developing Voice
• Generating Content
• Structuring Messages
• Building Audience
• Discussion

4. Different social media networks are used in different ways.

5. Social Networks via Donuts
Twitter – I’m eating a #donut.
Facebook – I like donuts.
Foursquare – This is where I eat donuts.
Instagram – Vintage photo of my donut.
YouTube – Video of me eating a donut.
LinkedIn – My skills include eating donuts.
Pinterest – Here is a donut recipe.
LastFM – Now listening to “Donuts” by Glam Doll
Google+ - I’m a Google employee who eats donuts.

6. Types of Content
To start planning your social media content
just think in thirds.
Events, Core Updates Specialty Content External Content

7. Broccoli Content
• Start with event calendar
• Mission focused messaging
• Asking for donations
• Informational updates
• Hiring opportunities
• Etc.

8. Bacon-Donut Content
• Rich media, video, images
• Highly shareable
– Lists
– Innovations
– Big wins
• “Fun” stuff

9. External Content
• Relevant industry content
• News from other UMN Depts
• Interesting developments
• On trend topics / posts
• Use Google Alerts!

10. Finding Your Voice
• Who is your audience?
• Who are you speaking as?
• Stay consistent throughout.
• Always use ‘We’ if speaking through a
company account.

11. Generating Content
• Utilize your team and resources
• Set regular ‘editorial board’ meetings
• Mind map potential topics
• Create running series
• Take photos all the time
• Share internal happenings
• Put faces to your organization

12. Content Calendar
• Plan messaging around existing events.
• Look at least 1-2 months ahead.
• Reduces stress of daily posting
• Schedule 2/3rds of posts
• Leave 1/3 for on the fly posting.
• Don’t worry if you post multiple
times per day

13. Building Audience
• Engage in conversation
• Social is about being social
• Follow active accounts
• Use lists to organize groups
• Search for key terms
• Monitor trending hashtags

14. Structuring Messages
• Use photos whenever possible.
• Ask open ended questions.
• Ask seemingly obvious questions that may
receive a strong response.
– ie: Is it too cold to bike right now? What do
you think? (No! Of course not!)
• Study other successful examples

15. Content Examples

22. Resources / Contact Info
• Anthony Ongaro
– @antronomics
– aongaro@gmail.com
• Tools:
– Buffer – www.bufferapp.com/
– TweetDeck - https://about.twitter.com/products/tweetdeck
– Twitter Analytics – http://analytics.twitter.com
• Books:
– Jab, Jab, Jab, Right Hook – Gary Vaynerchuk