My name is Cat Mullin and I am the Digital Content Coordinator at TWIO Brand. I spend a large amount of time monitoring and managing a variety of social media platforms for our dynamic set of clients. Different clients have different needs and adapting to their voice and goals through social media is consistently my main focus. I also have to keep in mind how the company is perceived through their storytelling and content.
I watch the accounts of brand competitors, artists, photographers, and influencers and analyze how their voice and content makes me feel. I’ll never forget the wise words of Maya Angelou, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Those words apply to social media now more than ever. You can have a powerful message or story to tell, and how you portray it deeply affects how it is received by your audience. You can have a huge following and a positive message, but if the wording isn’t right, your efforts will be moot.
A few examples of getting the right messaging down come from some of the female professional skiers currently on the scene. Previously, they were racking up followers because they are incredibly talented at what they do. However, that’s no longer the only message they’re portraying to their followers.
There has been a shift lately. Before, influencers marketed themselves for likes, but now, they are using their brand to make a positive difference. Whether it be promoting a more eco-friendly lifestyle, raising awareness about mental health, or discussing equity in the outdoors, influencers are now using their platforms start conversations about social change. Using a platform to make a positive change with a thoughtful message is what we strive to do for our clients as well.