social strategy, development & creation

Social media is a great opportunity for a natural, two-way conversation between a brand and their consumers, but often the execution is siloed off from the people who really know the brand best. With the need for a more seamless consumer experience, we created a social media marketing department for the Upshot Agency.

Brands like Tazo tea, Evolution Fresh, Google Apps for Works, The Fresh Market, and Weber have all successfully used the models and strategies my team created.

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Content Allocation Charts help the client understand channel expectations between social media and their .com entities

Content Allocation Charts help the client understand channel expectations between social media and their .com entities

DEVELOPING a SOCIAL department

I, along with data analysts at Upshot, were tasked with developing the expertise and structure needed to provide a new social media capability to our clients. I researched and cultivated the internal structure to support constant content creation across social channels. We also developed agency best practices for activating brand's social media. It took a lot of work (change is hard for everyone), but it was very satisfying and very successful for the agency.


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DEVELOPING BRAND SOCIAL STRATEGY

Without a communication purpose and careful monitoring, brands can struggle to find their following or add real value to their consumer's lives.  When we created crucial strategies (most of which I can't show here!), we saw our client's soar.


SOCIAL CONTENT CREATIVE DIRECTION

When we first started the service, I also created most of the content (that's what nights and weekends are for, right?). But eventually I grew the team to include content creators and managers and I remained creative director. I still see content creation as a series of VERY scrappy photoshoots, and I find that kind of charming.