Social media can be tricky for companies — you really have to have a social media presence in today’s world, but at the same time it can be difficult to understand the right content your audience wants to see and how or when they’ll be most receptive to it. But answering these kinds of questions and helping clients build a comprehensive social media framework is what drives Trekk’s Social Media Strategist Sean Burke.
Since joining the Trekk team, Sean's passion and expertise in the social media realm has helped our clients experience the value of platforms like Facebook, Twitter, Instagram, LinkedIn, and more.
Tell us how you got into social media strategy and management and what you find interesting/rewarding about this kind of work?
I have been a digital native my entire life. I started with Myspace, online chat rooms, and the early development of search engines. I think that the internet is the ultimate communication tool and makes it incredibly easy to find anything you could ever want. So, I intend to make cool things for people to find.
What does your day-to-day look like? What does the role of Social Media Strategist at Trekk look like?
My day-to-day is a little different than most people in this kind of role. Generally, I am writing posts and creating image assets or video assets for clients all the time. But I am also diving into analytics regularly to optimize our efforts online going forward. Social media lends itself to constant iteration, research, and further iteration.
I am also an avid photographer and videographer, so I incorporate quite a lot of these skill sets into my social media strategy and content creation duties.
When evaluating ways to take their social media game to the next level, what advice would you give companies? Or, what are some common missteps companies make that you would suggest they avoid?
The great thing about all entrepreneurs is that at some point in their career they think they can do it all. And for a while that's true! Small businesses can sometimes get by with the owner handling the social media, but there will come a point where customer outreach, communication, and content creation for social media will become a full-time endeavor. That’s when handing your socials to a creative agency like Trekk can help. Plus, partnering with a creative agency and social media strategist will more than not unlock new ideas or opportunities for clients on social media that they didn’t see.
In terms of taking existing strategies to the next level, there are a couple things I look at:
- How often a company is posting — very often it’s too little.
- I check to see if they are using all the features of a platform like stories, reels, polls, or even emojis.
- Lastly, I evaluate if their content is the same on every platform. For example, if you’re posting links to your Instagram feed, you’re in trouble. That is a copy-paste mentality and not a bespoke treatment, and each platform needs some degree of content customization to be effective.
Where or how does social media fit into a larger marketing strategy?
A rising tide raises all boats, right? The social strategy should mirror or support the digital strategy, and that should reflect the print strategy — and of course, the digital and print components should all serve the brand, voice, and goals. Everything works together. And social media is going to exist where users already visit online, so it needs to be as consistent as all other platforms.
Are there specific trends in social media right now that you’re particularly excited about? What should clients be paying attention to in the world of social media?
Vertical video has taken over, full-stop. Any business currently not looking at Reels, TikToks, Stories, or ad placements on those platforms needs to rethink its strategies. These things present an interesting opportunity for businesses to create content in the same way consumers do and present it alongside consumer content in a natural, unobtrusive way. I’m not saying that everyone needs to learn Fortnite dances, but I am saying companies need to get more comfortable using the cameras in their pocket in order to capture video and post it.
What is challenging about working in social media? What makes the job tough? On the flip side, what makes it rewarding?
They are kind of the same thing! The most challenging aspect of social media is staving off burnout and maintaining positive energy in the face of a constant “churn” of media. I find that organization, planning, and sensible deadlines help make everything a little easier. On the same page, my favorite thing about this job is creating new and interesting things. Starting with the kernel of an idea, cultivating it, and seeing it through to completion is rewarding — and hopefully I learn something new along the way as well!
What advice would you give someone who is looking to move into social media strategy and management as a career?
Make sure you like to create. The biggest challenge this industry faces is burnout. But if you love just the act of creating and seeing these shared online, then you’ll be alright.
Alright, let’s close out with our classic Speed Round questions. Cake or pie – and what kind?
Cake, probably chocolate! But honestly, cookies are the right answer here.
Vacation or staycation?
Staycation — probably playing video games or building model kits.
What did you want to be when you were eight years old?
For a very long time, I wanted to be an airplane pilot. Ironic because I am afraid of heights. Tom Cruise made it look cool.
When bellying up to our SideTrekked bar, beer, wine, or cocktail?
Bourbon, 2 ice cubes, please.
One place you want to visit before you die?
It’s a big place: Europe. More specifically? Germany/Eastern Europe has always had a really interesting history and sense of art and architecture I’d love to see.
What’s the last TV show you binge-watched?
I’m currently bingeing the 1979 Gundam Anime. So yes, I’ll keep my NERD card.
Thanks to Sean for letting us get to know him a little bit better, and for sharing his knowledge and passion for social media content and strategy. Stay tuned for future editions of Trekk Talk, and read our previous installment featuring Trekk HubSpot Administrator Jillian Huntley!
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