social media content & strategy

The Assignment

Create and implement a social media strategy for a tech startup to boost brand awareness.

The Challenge

In order to do this, I would need to breathe new life into the existing LinkedIn and Twitter profiles that were both active but not in a consistent way. I needed to communicate the bold, expert tone of voice of the company without giving away anything that could be considered “special sauce” or would benefit their competitors.

The Results

To create in-depth content that educated and sparked engagement, LinkedIn was the obvious choice to focus most of my efforts, and, in accordance with my knowledge and research about the most recent iterations of the algorithm, set up a content plan that included 2 posts per week in addition to an industry newsletter, which was also published on LinkedIn every Friday.

The Twitter account needed to be maintained, however, as the channel was extremely valuable for social listening. Important conversations related to the industry were happening on Twitter, so it was important to have a presence so that we could be mentioned and follow up when appropriate. I posted once per week on Twitter, usually about industry news, and kept on eye on our mentions, inbox, and trending topics.

From Q1 to Q2, unique impressions on LinkedIn doubled and engagement increased by 150%. Most importantly, an encouraging upward momentum was clear from the data:

Social media is a long game and requires constant reiteration and adjustment. Something can work well for a while but turns stale or the algorithm can change everything at the drop of a hat. That’s where the stamina comes in! The pillars that I rely on for any social media strategy are named after the animal that has had such success on the internet:

  • Consistency: I make a plan and stick to it, posting the same amount every week at the same times of day. Of course, I have to iterate on the plan, but I never abandon it. I always build on my momentum.

  • Authenticity: I stop and ask myself, “is this something I would pause and read?” And if I did pause and read it, would it improve my day, especially if I were a customer/member of the brand’s target audience? Would I come back to it later or share it with someone else? Does it communicate the company’s values? If the answer is no to any of those questions, something has to change.

  • Tone of Voice: First, and this is setting the bar low, but it has to sound like a person wrote it. Second, it should exhibit some shade of vulnerability, meaning it has be a bit of deprecating humor or somehow acknowledges the human experience. Third, it should be consistent with what the brand’s image and the company’s raison d’être.

drop me a line.

Get in touch about my rates, services, or just to say hi. Let me know if you’re in Barcelona and we can grab a coffee!