Social media is where brands either connect with people or get lost in the scroll. I’ve managed social strategies and created content that actually stops thumbs and starts conversations. From organic posts to paid campaigns, B2B to consumer brands, I know how to write for different platforms, adapt to shifting algorithms, and deliver content that drives engagement and supports business goals. The algorithm era made everything harder, but that’s the game now.
Brand Voice and Organic Content
Social media is where your brand personality lives or dies. I’ve developed and maintained consistent brand voices across platforms while adapting tone and format for each channel. Whether it’s LinkedIn thought leadership, Instagram storytelling, or Facebook community engagement, I write posts that sound human, not corporate (or AI.) The goal is always to create content people want to engage with, not just content that fills a calendar.
Paid Social and Campaign Content
Paid social means every word counts and every image needs to earn attention in a crowded feed. I’ve written ad copy for product launches, lead generation campaigns, event promotions, and seasonal pushes across Facebook, Instagram, LinkedIn, and Twitter. I focus on clear value propositions, strong CTAs, and messaging that works within character limits and platform best practices while still sounding like your brand.
Social Strategy and Content Planning
Posting randomly doesn’t build brands. I’ve developed content calendars, campaign strategies, and posting frameworks that align social media with larger marketing goals. This includes planning content themes, identifying key messaging pillars, coordinating with other marketing channels, and building flexibility for real-time engagement. Good social strategy balances planning with the ability to be spontaneous when the moment calls for it.