Michael Mattis
Social Media Marketer :: Writer :: Editor :: Blogger :: Content Strategist
Summary: A savvy social media marketer, writer, editor and content strategist with nearly 20 years
experience in print and on the Web. I enjoy the questionable ability to make the dullest copy read like an
SEO-friendly letter from your best and funniest friend. I can get your messages across no matter the media.
Experience
Yahoo! Inc.
Senior Marketing Manager, B2B Marketing Comms; Managing Editor, Yahoo! Advertising Blog
10/2009 — 04/2012
As curator of the Yahoo! Advertising Blog, I developed editorial direction and crafted messaging around
Yahoo! product offerings for advertisers. Working with executive management, PR, marketing and product
teams, I oversaw the development content designed to help Yahoo!’s advertisers achieve their goals through
Yahoo! products. During this, my second stint at Yahoo!, my team was tightly focused on building our B2B
community via social media, growing our Facebook page to more than 54,000 “Likes,” and our Twitter
following to more than 25,000. In 2012, page views to the Yahoo! Advertising Blog increased 65%.
Freelance Writer, Editor and Content Strategist
12/08 — Present
BNET.com
Social Media Manager / Insight Editor: 1/08 — 12/08
At CBS Interactive's business website, BNET.com, I ran the "Insight" section of the website. In charge of 10
active columnist-bloggers, I provided daily editorial direction, found new ways to promote them via social and
other media and helped develop long-term strategy for BNET.com as a whole. Since January of 2008, I
helped increase monthly page views for this family of content from 110,000 to more than 675,000 in October
of 2008.
Yahoo Inc.
Marketing Manager / Blogger in Chief: 10/05 — 1/08
I was Yahoo's first and only official, full-time, corporate blogger. I managed compiled, wrote and edited two
company blogs:
Working with executive management, PR, marketing and product development, plus a string of in-house
writers and out-of-house contributors, I developed useful, entertaining, journalistic content that helped Yahoo
online publishers and advertisers achieve their goals while building community and user loyalty.
The Walt Disney Co.
Senior Content Strategist: 3/04 — 10/5
Walt Disney Parks & Resorts Online, as the name implies, is charged with developing online properties for
Disney parks, resorts and their associated businesses. As a content strategist I was involved on an ongoing
basis with:
Razorfish
Senior Content Strategist / Content Group Lead: 12/99 — 8/03
Razorfish is an internationally recognized digital solutions consulting firm, During my time at there I lead a
team of writers and multimedia content developers, helping to establish group policy, vision, and strategy. As
a creative lead on a number of projects, I successfully took my project teams through conceptualization to
development and into launch. Clients included:
Business 2.0
Section Editor: 9/99 — 12/99
Associate Editor: 9/98 — 9/99
B2 was a national, award-winning monthly magazine serving the Internet business community.
Salon.com
Contributor: 3/99 — 12/99
Salon is the Web's premier general interest magazine.
Upside
Assistant Editor: 1/97 — 9/98
Upside was the first widely read magazine to cover Silicon Valley technology and business.
Icon
Contributor: 2/97 — 6/99
Icon was a New York-based men's features magazine. I was a frequent contributor of feature and other
stories.
Hippocrates
Assistant Editor: 9/96 — 12/96
Hippocrates was a Time, Inc.-Health publication for general practice physicians.
Prism
Editor in Chief: 1/96 — 5/96
Prism is San Francisco State University's award-winning student magazine.
Projects
The following are ongoing projects that I work on in my spare time but which have considerably advanced my
writing, interactivity and technology skills.
Education
Awards and Distinctions
Associations
San Francisco Elks Lodge, B.P.O.E. No. 3
experience in print and on the Web. I enjoy the questionable ability to make the dullest copy read like an
SEO-friendly letter from your best and funniest friend. I can get your messages across no matter the media.
Experience
Yahoo! Inc.
Senior Marketing Manager, B2B Marketing Comms; Managing Editor, Yahoo! Advertising Blog
10/2009 — 04/2012
As curator of the Yahoo! Advertising Blog, I developed editorial direction and crafted messaging around
Yahoo! product offerings for advertisers. Working with executive management, PR, marketing and product
teams, I oversaw the development content designed to help Yahoo!’s advertisers achieve their goals through
Yahoo! products. During this, my second stint at Yahoo!, my team was tightly focused on building our B2B
community via social media, growing our Facebook page to more than 54,000 “Likes,” and our Twitter
following to more than 25,000. In 2012, page views to the Yahoo! Advertising Blog increased 65%.
- Strategize go-to-market communications for Yahoo! Advertising products and services including
mobile, video, display and search - Manage the development, editing and publishing of product and industry news, features, how-to
articles and multimedia around Yahoo! Advertising’s products and services to the Yahoo! Advertising
Blog - Contribute to the development of Yahoo! Advertising’s B2B social media presence
- Develop collateral such as case studies, one-sheets and email newsletters
- Develop and enforce voice, tone and style across all comms
- Manage contributors, both in-house and out-of-house
- Develop editorial calendar
Freelance Writer, Editor and Content Strategist
12/08 — Present
- Provide copywriting, content strategy, SEO and other editorial services to various clients (all currently
under NDA) - Write diverse articles for websites such as Askmen.com. Recent Askmen.com articles include:
- Top 29 Cities for Guys, 2009: San Francisco
- Top 10 Budget Airlines
- Write ups on the Triton and the St. Regis in San Francisco for Askmen.com's Best Places to
Stay series - A piece on "reclaimed furniture" for the website's Guy Gear section
- Develop social media go-to-market plan for Swimcapz.com
- Develop content strategy for Metrowize.com
- Develop content strategy and copy services to Recycler.com
- Provide editorial and marketing services to Soul's Code, a Web start-up designed to bring together
people seeking personal, spiritual, relationship and emotional help with those who can help them.
BNET.com
Social Media Manager / Insight Editor: 1/08 — 12/08
At CBS Interactive's business website, BNET.com, I ran the "Insight" section of the website. In charge of 10
active columnist-bloggers, I provided daily editorial direction, found new ways to promote them via social and
other media and helped develop long-term strategy for BNET.com as a whole. Since January of 2008, I
helped increase monthly page views for this family of content from 110,000 to more than 675,000 in October
of 2008.
- Develop and enforce voice, tone and style
- Edit for consistency, spelling, syntax, organization and accuracy
- Manage contributors
- Work with executive management and marketing to ensure that content attains maximum exposure
- Write and publish news articles
- Develop and edit special feature packages
- Help develop long-term editorial and social media strategy
Yahoo Inc.
Marketing Manager / Blogger in Chief: 10/05 — 1/08
I was Yahoo's first and only official, full-time, corporate blogger. I managed compiled, wrote and edited two
company blogs:
- Yahoo Publisher Network Blog (www.ypnblog.com) — YPN is a contextual advertising network that
helps Web publishers earn revenue online while disseminating advertisers' messages across the Web. - Yahoo Search Marketing Blog (www.ysmblog.com) — YSM disseminates advertisers' messages across
the Web via products such as Yahoo Sponsored Search and Yahoo Content Match.
Working with executive management, PR, marketing and product development, plus a string of in-house
writers and out-of-house contributors, I developed useful, entertaining, journalistic content that helped Yahoo
online publishers and advertisers achieve their goals while building community and user loyalty.
- Write, edit and publish product and industry news, features, how-to articles and multimedia involving
these important Yahoo offerings - Develop and enforce voice, tone and style for all blog content
- Manage contributors, both in-house and out-of-house
- Develop editorial calendars
- Work with executive management, PR, marketing and product teams to ensure that vital messages are
delivered in the right tone and at the right time - Develop and guide online community and help develop community offline through events
- Contribute to Yahoo strategy involving these offerings
The Walt Disney Co.
Senior Content Strategist: 3/04 — 10/5
Walt Disney Parks & Resorts Online, as the name implies, is charged with developing online properties for
Disney parks, resorts and their associated businesses. As a content strategist I was involved on an ongoing
basis with:
- Walt Disney World Resort
- Disneyland Resort
- Hong Kong Disneyland
- Disney Vacation Club
- Disney Meetings
- Disney Cruises
Razorfish
Senior Content Strategist / Content Group Lead: 12/99 — 8/03
Razorfish is an internationally recognized digital solutions consulting firm, During my time at there I lead a
team of writers and multimedia content developers, helping to establish group policy, vision, and strategy. As
a creative lead on a number of projects, I successfully took my project teams through conceptualization to
development and into launch. Clients included:
- Nokia
- Sun Microsystems
- Pfeiffer / Wiley
- Camstar
- Siebel Systems
- Cadence Design Systems
- Visa
- Vodafone Airtouch
- Nexstar
Business 2.0
Section Editor: 9/99 — 12/99
Associate Editor: 9/98 — 9/99
B2 was a national, award-winning monthly magazine serving the Internet business community.
- Edit special features and packages, including the annual Top 100, Your Wireless Future and The
Internet: the Next 1,000 Years - Manage, support, coach and edit more than 15 freelance writers
- Compile, research, write and edit stories front- and back-of-the-book sections, including news items,
gossip, profiles and product and book reviews - Research and write reports on new businesses, technology, ideas and 'Net culture
Salon.com
Contributor: 3/99 — 12/99
Salon is the Web's premier general interest magazine.
- Contribute to Technology and People sections
Upside
Assistant Editor: 1/97 — 9/98
Upside was the first widely read magazine to cover Silicon Valley technology and business.
- Reporting and writing
- Editing and proofing
- Compile and edit Bookmarks section
- Research and fact check
- Conceptual design and research for information graphics
Icon
Contributor: 2/97 — 6/99
Icon was a New York-based men's features magazine. I was a frequent contributor of feature and other
stories.
Hippocrates
Assistant Editor: 9/96 — 12/96
Hippocrates was a Time, Inc.-Health publication for general practice physicians.
- Reporting and writing
- Research, permissions and fact check
Prism
Editor in Chief: 1/96 — 5/96
Prism is San Francisco State University's award-winning student magazine.
- Led staff of 20 student writers, editors, photographers and designers through every phase of
magazine production
Projects
The following are ongoing projects that I work on in my spare time but which have considerably advanced my
writing, interactivity and technology skills.
- P&V Communications — P&V is my own little sideline web content strategy business. I help clients
with their Web projects, copy development, social media strategy, search engine optimization, search
marketing and so forth.
Vinapedia.net (www.vinapedia.net) — A hobby website I built so that I could learn about wine and
share my knowledge with other novice oenophiles; now a bit of a going concern in its own right.
Dandyism.net (www.dandyism.net) — D.net is a men's style website and forum. I write a semi-regular
column called "The Sophistocrat," in which I explore aspects of history and society. I also help manage
D.net's active "Forum" community, keeping it lively and entertaining.
Education
- Bachelor of Arts, Humanities (Journalism Minor), San Francisco State University
- Study Abroad (Shakespeare and British History), South Warwickshire College, Stratford-upon-Avon,
England - Theatre Arts at American River College, Sacramento, California
- Diploma, Davis High School, Davis, California
Awards and Distinctions
- 13 recommendations on LinkedIn
- MVP Award, Prism Magazine, SFSU, 1996
- World Affairs Council Scholarship, Spring 1996
- Award of Merit for Depth Reporting, Hearst Journalism Awards, 1996
- Otto J. Boss Scholarship for Excellence in Journalism, 1995
- Gold Medal, Team Sabre, Marki Invitational Fencing Tournament, 1988
Associations
San Francisco Elks Lodge, B.P.O.E. No. 3
- The Elks Lodge is an active charitable organization that focuses its efforts on a host of charities but
specializes in veterans' affairs and student scholarships. Outside the U.S, Government, the Elks are
the largest contributor of scholarships in the country. The San Francisco Lodge is the oldest
continuously running Lodge in the U.S.
Michael Mattis
Michael Mattis