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


Impactful Instagram campaigns: How Bridget Benjamin and her team at Scholastic launched their Scholastic Bookshelf channel on Instagram to help parents tackle tough issues with their kids

As Scholastic was preparing to celebrate their 100th anniversary, Director of Social Media and Special Projects Bridget Benjamin said their social media team wanted to launch a special campaign that would encapsulate the brand’s mission to provide stories and information that help children understand current events and contemporary issues. “We’ve always taken this fearless approach… Read More >


Launching a virtual concert series from the ground up: How Bosch’s Rebecca Lakin developed a social media campaign that spotlighted musicians around the world

At the end of March, as COVID-19 continued to spread across the world, many musicians were suddenly left without a stage as venues, coffee shops, and neighborhood bars closed around the world. That’s when Bosch Digital MarCom Manager Rebecca Lakin and her team came up with an idea to leverage their Electro-Voice brand, which creates… Read More >

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 >