As a Social Media Strategist at Soona Studios, a budding tech/production startup, I played a pivotal role in enhancing the company’s digital presence. I led the creation of all short-form video content, planning social media calendars, designing innovative campaigns, and consistently producing 1-2 engaging videos daily. My role extended to collaborating with C-suite executives, where I influenced high-level brand strategy, planned product releases, and provided insightful performance reports. I also pioneered a successful influencer program, enhanced the company’s SEO strategies, and delivered a compelling 10-minute leadership talk to over 200 colleagues at our annual conference. Through these efforts, I not only drove significant growth in our online engagement but also established myself as a leader within the organization.
Organic Content & Branding
As a Social Media Strategist at Soona Studios, I took charge of all short-form video content creation. I transformed the company’s underperforming social presence by implementing high-level strategic changes that redefined the brand direction and enhanced content reach and performance. Recognizing that the company's initial communications failed to differentiate it from competitors, I shifted the focus to highlight Soona's unique service of real-time online photoshoots and its advocacy for small businesses. To explain this complicated service, I became the main personality on the company's channels, giving the brand an approachable voice and effectively differentiating it in the market. Additionally, I began to focus on another pillar of the Soona brand - Fun! Soona had always focused on conveying a fun and interesting brand tone through entertaining copy and unique visuals. I brought these ideals to short-form by making entertaining videos without overt promotional verbiage. These fun-focused posts helped garner a much larger audience on Soona’s socials, bringing increased attention and action to our promotional activations.
22.5K Views
1,375 Engagements
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Influencer Program
In addition to managing Soona’s social channels, I launched an influencer program focused on the "#smallbiztok" community on TikTok, which features small e-commerce business owners sharing behind-the-scenes looks at their business growth. Recognizing that Soona's target market aligned perfectly with this community, I strategized to offer these influencers free photoshoots with Soona in exchange for behind-the-scenes videos of their experience posted on their channels. I conducted thorough research, performed email outreach, onboarded willing partners, wrote creative briefs, coordinated and helped conduct their photoshoots, and created my own behind-the-scenes content from Soona's perspective. This initiative resulted in millions of views, increased site traffic, direct response conversions, and a wealth of user-generated content for our paid social media efforts, all achieved without any additional budget spent.
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PINTEREST SEO
As a Social Media Strategist at Soona Studios, I sought to expand our social reach beyond Instagram and TikTok by leveraging Pinterest, a platform known for product photography inspiration. Conducting extensive keyword research, I discovered that terms like "product photography," "Shopify product photography," and "beauty product photography" attract millions of searches monthly. Recognizing this as an opportunity to connect with relevant consumers at their point of interest, I developed a strategy document detailing my findings and outlining necessary changes to optimize our Pinterest posts and boards. After presenting this plan to leadership, I implemented the strategy, including optimizing pins and boards for keywords like "lifestyle product photos," effectively positioning Soona to engage with a broader audience and attract potential customers.
LEadership Talk
I was honored to be asked by the CEO to deliver a 10-minute leadership talk at our annual company conference, addressing over 200 colleagues. My presentation focused on the concept of evolving professionalism, emphasizing the importance of bringing one's authentic personality to the workplace. Drawing from my experience as the prominent figure on our social media accounts, I highlighted how showcasing the friendly and outgoing side of my personality was crucial for effectively engaging our audience and continued success in my position. The talk was well-received, resonating with my colleagues and reinforcing the value of authenticity in the modern professional environment.