Describing your brand's social strategy in a succinct, smart way is hard. I love the way Alice Chen, Director of Social and Community at Away, did it in today's newsletter. "Cultural relevance is our North Star, and we prioritize adaptability to get there. The way consumers experience content on social media today in such a nonlinear way gives us a lot of freedom to make social our creative playground. The flip side of that coin means platforms want new, new, new. So we’ve built an internal infrastructure that empowers us to move quickly, react to the cultural climate, and create with intention without taking ourselves too seriously. That said, social as a creative playground doesn’t mean we throw spaghetti at the wall and hope something sticks. During our exploration, we are constantly asking ourselves: Is this ownable to Away? Our biggest wins have been a result of our bias to action, paired with an ownable approach. Ownability is key—moving quickly only gets you part of the way."
Best work day = a mention in Link In Bio 🤪
This approach to social strategy is so well-written. Alice Chen strikes a chord with her emphasis on cultural relevance and flexibility. Seeing how Away strikes a mix between intentionality and inventiveness is inspiring. We can all benefit from the concept of using social media as a creative playground that preserves a distinct business identity. I appreciate you giving this knowledge.
Tida Southasarn, here's some good fodder (and/or moral bolstering) going into social planning in the next few weeks. 🙌
How refreshing for someone to say they are creative, playful and act fast. Not the move fast and break things (barf- I just imagine a Stanford grad wearing a puffer vest). Love the part about "ownability" too.
I love the concept of "making social a creative playground." THIS IS HOW IT'S DONE! Social is one of the few channels that has the ability to be the girl who does both. - Educates and entertains. - Shows personality and converts. - Is there just to fill the void AND serves a purpose.
Love this. Having guardrails to play within is so crucial so that you know what you're doing is going to work for your brand while also allowing you freedom within the guardrails.
Thank you so much for having me!! 🫶
I so agree with the terminology 'creative playground'
Social Media Consultant and Author of Link in Bio
1moYou can read the full interview here! https://www.milkkarten.net/p/aways-influencer-playbook