Working in social media is a lot like going to the beach. You have to be ready for wherever the day may take you. A rogue seagull or as we say online, a “troll” – an account trying to deliberately upset other users – is always ready to steal your french fries. But you need to be ready to react. Will you capture the seagull like this user on TikTok or let them take your fries?
It all depends on the voice of the brand you represent and the strength of the community you have built.
As a Social Media Brand Manager, it’s my goal to create communities that people genuinely want to be a part of through different voices, engaging content, and authentic interactions that keep current and future followers interested in learning more.
At the beach, my bag always includes Hawaiian Tropic, a towel and a good book. When I step into the online space as one of my brands, my “bag” is a bit different. I choose the social platform (Instagram, Facebook, TikTok or LinkedIn) I am going to work with, look for the relevant businesses or partners my client collaborates with or hopes to connect to, and become the storyteller.
It’s a lot like beachcombing – sometimes you come across large shells or smaller gems that can really shine as an online partner for the brands I represent. Even if the relationship remains truly online, the shells found onshore can become important members of the community I am building. The same goes for every emoji, comment or “like” I use when managing a brand profile. It’s just a small way of building and maintaining relationships online.
For a few hours, I have the opportunity to become the personality of wonderful businesses. It’s almost like acting, except instead of memorizing lines, I’m learning how to be an organization’s voice and creating its online community.
And just like any day at the beach, not every day is perfect. Yet there is always a way to make it seem like you are experiencing an ideal day in the sun – the same way I experience the beach. I’m the “umbrella gal,” the ice cream vendor, the DJ, and the sunbather all rolled into one. I shoot photos, record videos, go out in the community and edit all the content I have available into something exciting, weird, educational or funny… and then find new ways to craft the perfect day every day for each brand.
It’s all about improvising while staying in your brand’s character. It’s about giving users the feeling that they’re right there on the shore with you, whether that means riding the waves, walking alongside them, or simply hanging out together. Sometimes it even means admiring the sandcastles your audience builds – sharing and celebrating their stories when they interact with brands in the real world, bringing those moments to social media. That’s how you keep audiences coming back to your beach until, eventually, they pull up a chair or grab their favorite float and choose to stay awhile.
ICYMI: I love to spend my time at the beach. Come spend time at one of my favorites by following Grapevine Communications on your favorite platform!
About Grapevine Communications
Grapevine Communications is a full-service creative marketing agency celebrating 23 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024.
