Writing to engage social audiences
Over the years, I’ve contributed to, owned, managed, and written for a variety of social channels.
That has included developing voice and style standards, social media tips and guidelines, and posting calendars on behalf of the organizations I’ve worked for, including PitchBook, EnviroIssues, Duo PR (now Kiterocket), and more. In 2018, I launched the University of Washington’s College of the Environment Instagram page—a academics and science-focused page that has nearly 3,500 followers today.
Additionally, roughly half of my professional experiences have been on the agency-side, where I’ve provided similar social support and content development for client accounts, including the City of Seattle’s Waterfront Seattle Program, the Northwest Cherry Growers (part of the Washington State Fruit Commission, Alderbrook Resort & Spa, and more.
Organic social card copy, post caption copy, and scripting
PROJECT SPOTLIGHT
Employee Advocacy Program: LinkedIn Scaled Social
PitchBook’s scaled social program encourages employee advocacy on LinkedIn by providing pre-written social posts through the platform’s My Company tool. Page admins curate content, and with one click, employees can reshare posts to their own profiles—appearing as if they’ve authored the posts themselves.
The goal of the program is to enable employee advocacy at scale through the curation of pre-approved content.
Led by PitchBook’s Social Media Manager, I helped develop a conversational, human-sounding (not company-sounding) voice for scaled social. In November 2022, we launched a beta test of the program to 20 employees. Using a few dozen scaled social posts I wrote, by January 2023, this group had:
Shared 90 posts
Garnered 72,845 impressions
Garnered 972 reactions
Generated 14 comments
Feedback from our beta testers
"I am loving the content that’s being curated for us. I find it exciting, with the times, and extremely well-written.”
“It’s bringing a lot of engagement with my prospects. Posting this content along with product updates is a nice way to reach prospects on a broader scale.”
“I love it, social selling has played a large role in my success with pitching, booking demos, and closing deals… and helps us build our personal brands on LinkedIn.”
Big win 🎉
With the success of the beta period, PitchBook’s scaled social program on LinkedIn was rolled out to all employees—3,000+ people from Seattle to London and beyond—in January 2023.
Scaled social samples
These are two examples of scaled social post content that I wrote and that were republished on LinkedIn by members of PitchBook’s employee advocacy program.
