Stories from the people leading social media at the world’s greatest brands.

Content in the time of COVID-19: How Colleen Sokolik and an agile team at MetLife developed and launched a content hub to support their customers

In late March, as COVID-19 was growing across the country and impacting their customers and employees, MetLife US Director of Social Strategy and Digital Marketing Colleen Sokolik and a small cross-functional team jumped into action to provide their customers with timely, relevant content that could help support them. They put together an agile working team… Read More >

Communicating during COVID-19: How Georgia-Pacific quickly developed a response strategy when bath tissue started flying off the shelves

On Monday, March 9, Georgia-Pacific Senior Communications Manager Rebecca Glassman saw a handful of messages and mentions come through around their Quilted Northern and Angel Soft bath tissue brands from consumers who were having difficulty finding the brands at stores. The next morning, March 10, there were about a hundred messages. Then, it started to… Read More >

Supporting your audience during a crisis: Amy Ortega at University of Phoenix shares how her team is connecting and engaging with their audience during the COVID-19 pandemic

Several weeks ago, Director of Social Media Marketing Amy Ortega and her team started noticing the volume of their listening mentions increase on Twitter — by 7,500 percent in a single week — as universities across the country were going online. “It really started to blow up when someone tweeted a meme about University of… Read More >

Doing more with your influencer program: How Kristy Houston and her team successfully incorporated paid media into their influencer efforts

When BJ’s Wholesale Club Senior Director of Corporate & Brand Communication Kristy Houston assumed her role four years ago, she and her team saw influencers as an opportunity to share their brand message. Early on in that process, they launched influencer initiatives geared towards expanding awareness and engagement with their target audiences and on their… Read More >

Employee influencers: United Airlines’ Jamie Rutter shares how they’re building out a program that puts employee voices in the forefront

When Social Media Governance, Education, and Employee Advocacy Manager Jamie Rutter joined United two and a half years ago, her role was focused on employees’ social media, from storytelling to advocacy. “The first thing I did was plug away at our advocacy program, which included traditional employee social sharing,” she said. Then, she started hearing… Read More >


Susan Chang discusses how she and her team planned and executed a social media activation at Dropbox’s first-ever Work in Progress user conference

Susan Chang, Head of Social Media at Dropbox, recently carried out an extensive social media activation at their Work in Progress conference in San Francisco. “This was the first conference we’ve done where anyone in the public could buy a ticket and attend,” Susan said. “Previous events have been invite-only.” The conference aimed to introduce… Read More >