Driving Meaningful Brand Engagement on Social Media | Katherine Kauma, Social Strategist

Marketing Happy Hour

⁠This week, Erica's chatting with Katherine Kauma, Social Strategist behind iconic brands like ŌURA, Wheaties, Caribou Coffee, and more. In this episode, Katherine shares the importance of educational content on social media, uncovers strategies that drive meaningful community engagement online, gives us a behind the scenes look at some of the innovative campaigns she's been a part of, and reveals her predictions for the future of social media.

Here's a peek at what we cover in this episode:

[00:04:57] - Katherine briefly walks through her background in paid social and advertising, switching to an agency (to work with brands like Wheaties, Caribou Coffee, and more), and landing in her current role with ŌURA. She then shares the key elements to a great social media strategy - especially in the wellness space - and explains the role educational social content plays in providing value to the consumer. (Resources mentioned: ⁠Emplifi⁠ | ⁠Sprinklr⁠ | ⁠Sprout Social⁠ | ⁠Dash Hudson⁠)

[00:13:55] - Katherine shares the value of Facebook Groups and other online forums that offer a community experience and sense of loyalty to consumers, and explains how brands can find the right organic social media content mix that nurtures current customers first.

[00:20:53] - Katherine walks us through some of the innovative campaigns she's led, like launching Caribou Coffee's TikTok and growing the account over 200% in 6 months. Lastly, she shares her predictions for the future of social media, and (of course) some excellent career advice.

(Book recommendations mentioned: ⁠The Brand Gap⁠ | ⁠Unreasonable Hospitality⁠)

Grab a drink and listen in to this week's Marketing Happy Hour conversation!

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Other episodes you'll enjoy if you enjoyed Katherine's episode:

⁠Finding Social Media Success as a Small Team | Alyssa Marie Marchino of Sweet Loren's⁠

⁠Leaning In To Your Brand's Community | Kennedy Crichlow + Mary Ralph Lawson Bradley of Daily Drills⁠

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