How did you get started in social media and what are some things that you wish you knew then that you know now?
You could get 10 people who work in social in a room and I guarantee none of them would have the same story of how they got into the industry. For me, I was studying a broadcast journalism masters with the intention of becoming a reporter. But there was a module on social media journalism that really hooked me in. It was about then that I started up The Social Climber and started taking on pro bono clients whilst at uni and working at the pub. People don’t like to hear it, but those free clients were pivotal learning weeks/months that would accelerate the growth to come.
What does a day in your life look like as Head of Social for Steven Bartlett and the Diary of a CEO podcast?
No two days are ever the same is the first thing to say! Some days we’re out on campaign shoots, some days live events and talks, some days we’re shooting back-to-back podcasts, sometimes it’s just a good old-fashioned office laptop day – but even then, there’s always something going on in the office, whether a celebration or team activity.
What’s the most successful piece of content you’ve worked on?
Define successful ha! Probably one of the proudest moments was witnessing in real time the London Palladium sell out for The Diary Of A CEO LIVE tour in 12 minutes, which both our team and the Palladium were lost for words about. They immediately secured us 2 more dates at the venue which followed the same sell-out pattern. And it wasn’t by chance, it was a testament to the community we were building and nurturing every day cross-platform.
What have you learned so far from working for Steven Bartlett?
Where do I even begin? The learnings are never ending but I’ll share the 2 core learnings I refer back to every single day.
1. Consistency is your superpower. As SB says: Success is the result of your consistency invisibly compounding for or against you over long periods of time.
2. Fail fast attitude. A culture of experimentation means nothing if you’re not given room to fail.
What advice would you give to someone starting out in social media marketing now?
Make yourself the expert – whether you want to freelance or go in-house, take on free work, practice, take free courses, immerse yourself in the world. So that when the role comes up, there’s no better person. There’s so much available now, soak it all up like a sponge, join marketing communities like Pretty Little Marketer and Girls In Marketing and start to build a presence. Sign up to all the newsletters (there are too many to name) and become the expert authority.
Is there a secret to going viral?
There’s no secret formula. I always tell people to go back to their goals and stay ahead. Your goals will constantly keep you focussed on your ‘who’ and your ‘why’, and staying ahead will mean you’re able to jump on trends and moments relevant to your why. And in case you’re thinking well isn’t the goal to go viral’, no, no it’s not. Viral content is the byproduct of a great strategy, great timing and a bit of luck however, there are long-term potential downsides of viral reach. A viral post means a sudden spike in reach. But those new eyes might not be your target audience, causing a spike in engagement and then a significant drop off as they don’t care for your content. It can actually harm your engagement long term despite the short-term boost. The goal isn’t to go viral.
Last question, favourite guest on Diary of a CEO?
I’ve had the pleasure of sitting in on so many incredible conversations, but Whitney Wolfe Herd was a very full-circle moment for me. I’ve written a full post about it and why you should listen pinned on my LinkedIn profile so you can check it out there!
