It may be a short week, but here at Solomon McCown it’s jam-packed with learning and networking starting with PR News’s Digital PR Summit in New York City. The one-day immersion in digital communications best practices featured over 20 presentations from some of the industry’s top strategists.

Since we can’t cram everything we learned into a single blog post, here are some of our key takeaways:

Charles Territo of American Traffic Solutions had us on the edge of our seats as he demonstrated that photo and video content really does lift engagement. ATS, which in the business of safety and compliance for mobile fleet companies, grew their Facebook audience to over 35,000 fans by sharing chilling accidents caught on video.

Territo’s tips: Before posting on Facebook ask yourself: Is it timely? Is it appropriate? Is it provocative?

Iris Yen of American Eagle Outfitters reminded us that we are living in the Facebook Generation.  She believes that giving fans exclusive, behind the scenes, rare experiences is the key to engagement.

Iris’s tips: Ask for participation, leverage all of your other social platforms, and choose real people over celebrities.

Brooke Primero from the Academy of Country Music Awards reminded us that engaging fans outside of normal business hours can help you remain top of mind.

Brooke’s tips: First, you don’t need to be a Monday through Friday, nine to five brand. Second, it’s okay to repost something that you have already posted and repurpose content. Everyone is not online at the same time and they may not have seen it the first time around.

Every company can be a media company according to Simon Bradly VP Marketing, Virgin Atlantic Airways. Virgin’s “No Ordinary Park Bench” YouTube video exemplified this concept when it received over 500,000 views.

Another champion of content marketing, Albe Zakes of TerraCycle wowed everyone with the fact that the company has never paid for an advertisement once in 10 years. TerraCycle has built their brand completely on earned media.

Albe’s tips: Develop a content marketing mission statement, use your media monitoring tools, and go beyond the low hanging fruit.

Marta Gossage and Victoria Taylor of Reddit proved that democratic content rules the world. There is one primary way to engage on the fastest growing website in America, the Reddit AMA (Ask Me Anything).

Marta and Victoria’s tip: If you are still perplexed about how to use the social network, just post a picture of your cat. Reddit users love cats.

Finally, Allison Robbins of Zumba Fitness demonstrated the power of Instagram for brands and treated us to a funny video about hashtags. One of Allison’s favorite brands to watch on Instagram is Lululemon, which allowed fans to manage its page for a week at a time providing lifestyle insights.

To wrap up the day, the audience was treated to a live Zumba demonstration to Vanilla Ice’s “Ice Ice Baby”. What’s more engaging than a room full of PR strategists doing Zumba? (You don’t have to answer that.)