Social Media Strategy & Growth Across B2B and B2C Since 2013

Introduction

I’ve been managing social media for over a decade, starting with my first internship in 2013 and growing into full-stack ownership of brand social programs across B2B and B2C, spanning industries including tourism, sports, sports medicine, fitness, healthcare, technology, environmental science, government, real estate, and education.

Across that time, I’ve led and grown dozens of brand accounts — from grassroots early-stage social programs to mature, high-visibility channels — handling everything from strategy and planning to content production, publishing, analytics, community management, and influencer partnerships.

In cumulative terms, that represents 15+ years of hands-on social media leadership and execution across platforms including Instagram, Facebook, LinkedIn, Twitter/X, and emerging channels as they evolved.

Social media coverage at the 2018 CrossFit Games – RockTape sponsored their Athlete Services at 5 consecutive games before creating a new line of “CrossFit Games” RockTape.

During my time managing the RockTape social channels, I learned what our medical audiences would respond well to — simple “How-To” graphics & taping applications for specific movement dysfunctions were always a hit. This was “user-generated content” – otherwise known as UGC.

Two RockTape sponsored athletes, Ashley Horner and Hannah Eden ran the circumference of Haiti to raise money for a local orphanage. This was a perfect shot to share for “Woman Crush Wednesday” #WCW

#achilles is and may forever be a hot hashtag for medical professionals & weekend warriors alike… And multiple RockTape manual therapy tools in one image (sans any/all competing brands) is the holy grail for UGC photography.

I loved managing the WWE athlete sponsorships. I’d only send our bras to a select few of my female sponsees. Sasha Banks (AKA Legit Boss) was one of them. Our product manager let me pick the bras – this is the Vitality Bra by Born Primitive.

From years of monitoring #RockTape on social media, it was easy to pick up on the most popular dysfunctions that people would use tape for – one of them was DeQuervains Syndrome. So I knew this UGC post from one of our favorite customers / medical professional would be a hit. It was 😎

RockTape sponsored the athlete services booth at many fitness competitions like Wodapalooza and the CrossFit Games. The atmosphere is fun, motivating & infectious, and RockTape covers 10% of the athletes. 🙌

No Caption

My Approach to Social Media Management

My work sits at the intersection of:

• Brand strategy
• Audience psychology
• Platform mechanics
• Visual storytelling
• Community trust

I treat social media not as “posting,” but as a living brand system — one that needs coherence, consistency, responsiveness, and intentional growth.

Every account I manage is built on five pillars:

1. Strategic foundation — defining the role of social within the business
2. Content architecture — balancing education, inspiration, entertainment, and conversion
3. Production systems — building repeatable workflows for content creation and publishing
4. Community engagement — cultivating trust, dialogue, and loyalty
5. Measurement and optimization — using performance data to guide creative and strategic iteration

Sample Content Categories from My Work

The examples shared reflect several of the core content strategies I’ve used across brands:

1. Performance & Athletic Storytelling

Featuring real athletes, trainers, and professionals in motion — showcasing resilience, achievement, and training culture to humanize performance brands and build emotional resonance.

2. Educational & Clinical Content

Explaining complex concepts in accessible ways — from anatomy and recovery techniques to movement mechanics and professional education — helping audiences understand the “why,” not just the “what.”

3. Pop Culture & Brand Relevance

Tying brands into cultural moments, creators, and influencers to expand reach while maintaining brand tone and integrity.

4. Tools, Techniques, and Practical Use

Showing real-world application of products and methods in practice — not staged perfection, but functional value.

5. Recovery, Rehabilitation, and Human Stories

Highlighting journeys of recovery, persistence, and progress — content that builds emotional credibility and trust.

This balance allows brands to be seen as credible, relatable, useful, and human — not just promotional.

Key Performance Indicators (KPIs) I Track and Optimize

While vanity metrics can be misleading, I focus on KPIs that map directly to business value:

Growth & Reach

• Follower growth rate
• Unique reach and impressions
• Share of voice within category

Engagement & Community

• Engagement rate (by format and topic)
• Saves, shares, and meaningful comments
• Community sentiment and conversation quality

Traffic & Conversion

• Click-through rate (CTR)
• Website traffic from social
• Lead generation and sign-ups

Efficiency & Quality

• Cost per engagement / cost per lead (when paired with paid)
• Content performance by theme and format
• Creative fatigue and frequency monitoring

Brand Health

• Audience retention
• Repeat engagement
• Creator and influencer relationship strength

These metrics guide everything from creative direction to platform investment to content cadence.

Why Social Media Is a Strategic Asset, Not a Channel

When done well, social media becomes:

• A brand’s most visible expression of values
• A trust-building mechanism
• A listening tool
• A research surface for audience needs
• A long-term equity builder, not just a short-term traffic source

That’s why I focus on systems, not stunts — building brand presence that compounds over time.

Closing

From my first internship in 2013 to leading multi-brand, cross-industry social programs today, my work has always been rooted in one principle:

Social media should make brands more human, more useful, and more trusted — not louder.

That philosophy has allowed me to grow accounts sustainably, serve diverse audiences responsibly, and turn social media into a meaningful business asset across industries.