Get to know Yara
Yara Silva is a social media and communications expert, writer, editor, and journalist with experience working with some of the world’s most recognisable brands.
Currently, she is the Group Head of Social Media for Reach Plc, including Daily Mirror, Daily Express, Daily Star and OK! Magazine.
With a Journalism MA from City University in London, Yara has worked at titles including Daily Mail, HELLO Magazine, The Guardian and The Observer, and has freelanced for publications including Radio Times, Marie Claire, and Woman & Home.
In October 2019, Yara published her first novel Hated, a thriller about a controversial opinion journalist whose columns lead her into a sinister world of arson, assault and murder. Hated is available to buy on Amazon: https://www.amazon.co.uk/HATED-Yara-Silva/dp/1686942354/
@yarasilva
Education & Experience
Experience
June 2019– Current
Group Head of Social Media, Reach plc – the UK’s largest news publisher
Leading a team of 25 editors tasked with audience growth, engagement, driving traffic and running campaigns on social media. Sitting across national titles Daily Mirror, Daily Express, Daily Star and OK! Magazine, my role is to be the go-to person for everything social media.
With social being the predominant way new audiences find our sites, a key part of my job is to maintain brand awareness, manage crisis and advise on algorithm changes and audience feedback.
In September 2021, Newswhip data found combined Reach titles were the second most engaged on Facebook in the UK, clocking 298.5million engagements and beating the BBC. The Daily Mirror alone is in at fourth place and in May 2021 officially became the UK’s number one news website, according to Comscore.
Nov 2017 – June 2019
Head of Social Media, Daily Mirror
Running the social media department for the Mirror, which as well as the website and Daily Mirror paper also encompasses the Sunday Mirror, Sunday People and supplement magazines. Increasing engagement, retention, monetisation and new social developments for The Mirror’s social media channels and staff.
Aug 2016 – Jun 2017
Assistant Social Media Editor, MailOnline
Conceive strategy and manage various social media accounts for the brand. Grow traffic through carefully curated stories and videos on social media, using in-depth analysis of data. Track all key performance metrics and feedback on analysis to the editorial teams. Liaise with international offices and other departments to ensure the smooth-running of all social output.
Feb 2015 – Aug 2016
Head of Social Media, HELLO! Ltd
Manage all social media and content outreach for HELLO! magazine and HELLO! Fashion Monthly. Analyse traffic and advise the stakeholders across the company (including international offices) on building engaging and relevant content using SEO and extensive keyword and competitor research. Campaign management for US, Canada and Spain.
Sep 2013 – Feb 2015
Acting Deputy Web Editor, Best Magazine
Edit, contribute and commission content for BestDaily.co.uk. Build multi-media content; analyse site performance and liaise with marketing and advertising teams; manage all social media; ensure smooth running of editorial operations.
Sep 2013 – Mar 2014
iPad sub-editor, The Guardian and The Observer
Sub copy from all sections of the newspapers and sister magazines and design pages for the iPad editions using InDesign.
Education
Sept 2012 – June 2013
MA in Magazine Journalism, City University (Merit + Distinction for Dissertation)
In-depth knowledge of media law, public administration, social media and the business of journalism. Specialism in Fashion and Style.
Managing Editor, XCity Life Magazine. XCity Life was Shortlisted for Best New Mag at PPA Magazine Academy 2013.
2009 – 2012
University of Southampton – BSc Hons: Sociology (2:1)
Lifestyle Editor, Wessex Scene
Awards and Recognition
My team was commended for Outstanding Use of Social Media at the News Awards 2020, and highly commended for both Best Social Media team and Best Use of Social Media at the Online Media Awards 2019. Also nominated for Best Social Media team at the Online Media Awards 2018 and Outstanding Use of Social Media at the News Awards 2018. I was personally highly commended in the 30 Under 30: Young Journalists to Watch Awards 2018.
Select speaking engagements and other notable accomplishments
- Women in Journalism mentor and advising on social strategy for WIJ overall, 2021
- Producer and creator of The News Agenda, bi-weekly Facebook Live for the Daily Mirror hosted by Fleet Street Fox, 2021
- Speaker at London Press Club debate 2020 – Have Publishers Lost Gen Z?
- Wrote and published my first novel, Hated, 2019
- Speaker at Mindshare UK 2019 – Inside a Digital Newsroom
- Guest lecturer at City University Journalism – Masterclass in social media, 2019
- Speaker at Leaders Sport Business Summit 2019
- Speaker at Mirror Live – Manchester 2019
- Interviewed on BBC Radio Solent about Mirror’s Next Gen campaign, 2019
- Moderator at ReachFest presents Jeremy Corbyn, 2019
- Speaker at NewsRewired – Importance of diversifying social media strategies, 2018
- Speaker at Digital Publishing Innovation Summit – Over-reliance on Facebook, 2018
- Speaker at UK Digital Marketing Innovation Summit, 2017
Some press coverage
Skills
- Editing
- Writing
- Google Analytics
- Cross-platform optimisation
- Audience acquisition and engagement
- Social Media
- Proofreading
- Content outreach
- Monitoring trends
- Campaign management
Portfolio
Take a look through media coverage of my work and my archive here