If you could choose one thing that every company should be doing on social media, what is it and why?
Any type of moving elements (video, gifs, BTS stories of real/raw footage) do really well.
Tell us about the most successful campaign you’ve ever run for a partner.
We ran a campaign for DO GOOD X to get new participants to apply to their accelerator program. We aligned our digital strategy with organic posting, captured testimonials to share from past participants, created graphics for past participants to easily share to their social channels and coordinated with the partner's newsletters. Our targeted ads were a major part of this campaign and we were able to get several applicants directly from social media.
What’s your go-to strategy if a partner is struggling with reaching their target audience?
Revise our digital strategy with who we're targeting and manually follow and engage with their target audience on Instagram.
Where do most brands get social media wrong?
They don't understand the depth of strategy that goes into content. Most brands or people think it's easy to just have a presence and post one-off pictures with captions that don't have any real reason or overarching strategy. There is so much more that goes into one single post, and that single post being part of a larger picture, that people don't appreciate.
What is the most important social media update you’ve seen lately?
Facebook Ads Manager recently made an update that some companies (specifically our real estate partners) can no longer target ads based on age, race or gender.