Wake Up Wired: All Things Social Media in 2020 with the Experts
Recently 18 Coffees held an exciting Wake Up Wired, our morning breakfast series, featuring social media leads from major brands to discuss how they’re navigating the once-in-a-generation crisis that is 2020 and COVID-19. James Gregson (Lego), Julia Fedor (United), Christina Kelleher (Bose), Jon Frederick (Nickelodeon), and moderator Obele Brown-West (Tinuiti), shared key learnings and insights on how their brands have shifted their social strategies during these unprecedented times.
With a professional background that began in social media, I found it particularly insightful to hear about what other leaders in the space are doing to guide global brands through a year none of us could have ever predicted or planned for in an average monthly content calendar. I was struck by how seamlessly the panelists’ real-time marketing examples and team shifts took place given 2020’s news cycles and current events. Bose pivoted to embrace employee-generated content as their internal teams shifted to remote work; Nickelodeon nimbly worked through updated approval processes to be sensitive to social justice issues; United offered repatriation flights and sent medical supplies around the world despite grounding most commercial flights. Conversation revolved around shifting strategies to reflect stay at home orders, taking a stand for racial justice, and the uncertainty of TikTok and potential government bans.
Beyond the industry insights, this Wake Up Wired also provided a much-needed outlet to share with industry peers over how critical it is to have nimble social media teams in every organization. These brand leaders all had this in common: organizational flexibility in approach to workflows, content, and a constant awareness of context and the world around them.
Like many people, I have been susceptible to cynicism this year. I’ve felt like 2020 has gone to sh*t and felt the urge to throw in the towel many times. But it was inspiring to hear how these leaders have not only stepped up, but embraced and succeeded despite the challenges that 2020 has thrown at them. The panelists showed us how they’re using their brand’s platforms to educate, donate, and open up critical conversations within their communities. James Gregson from Lego articulated the prerequisite for 2020 content well: “be hyperconscious on every level” from diversity in your company to content you put out for the brand, because people are seeking opportunities to stand up for what is right more than ever before. I consider that a good thing.
As we look to continue to adapt and look for ways to be both innovative and strategic on social media, how are you using your voice and social platforms to build a more equitable community?
