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I don't chase popularity, I cultivate quality

Chelsea | Social Media Strategist

Your weekly practical advice, insights and strategic guide to social media, community management, marketing and freelancing. Created from 15+ years of creating bespoke social media strategies and building thriving communities for 150+ clients and 25+ agency partners. My approach is simple: lead authentically, solve problems, connect, and make a difference.

🐚 Every Wednesday

🐚 The Salty Shell: Lessons for (Office) Survival

My only full-time corporate job taught me a lot. A lot about people, office politics and procedures, and literally nothing about my job. Some could argue I only know one company, but I took my skills and learnings to freelance for 25+ agencies and 150+ brands after I left - because it doesn't take 40 hours to do my job and I can't do it well while sitting in a felt box. 🧂 Salty Insights: IYDKYWK Unfortunately, I continue to see all of these red flags with every company I work with and I think...
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🐚 The Salty Shell: Listening vs. Monitoring on Social Media

Marketing terms get intertwined and are misunderstood, especially when it comes to social media. Social listening is the most confused between social media monitoring, listening, and reporting. All three are equally important, and I also think all 3 are underused, especially when it comes to tracking consumer behavior and making business decisions. You voted for this issue at the end of last week’s issue – thank you! 🧂 Salty Insights: Social Media Managers Are Lazy Don’t get offended, what...
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🐚 The Salty Shell: It's What You Do, Not Who You Are

We need to talk. Last week we went over how to audit your mental health and create your personal wellness strategy and this week, I need you to know: Your career doesn’t define you. Your profession is not your personality. At least it shouldn’t be. 🧂 Salty Insights: A Profession is not a Personality It’s easy to find value and purpose through our work. It’s even easier to get so immersed in our careers especially as marketers and social media professionals with the internet, email, work chat,...
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🐚 The Salty Shell: Your Personal Strategy

I have written at least four different versions of this issue because there are so many ways to approach it, but whatever follows this sentence is written to you from my heart and is a stream of consciousness (vs a planned, structured, edited piece). Don’t get creeped out 😂 this one’s important, and there are still actionable takeaways and a marketing tie-in. 🧂 Salty Insights: Mental Health May (how the hell is it May?) is Mental Health Awareness month, but as you may recall from the...
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🐚 The Salty Shell: The "Future of Social Media" Isn't New

I’m happily reintroducing the original format of 🐚 The Salty Shell and diving into a topic that’s close to my heart and crucial to our lives: the power of community. Communities were the original social networks and existed before marketing. 🧂 Salty Insights: Community Isn't a Buzzword Every day, there seems to be a new theory about the ‘future of social media’ – that it should be more personal, more segmented/niche, and more about real connections rather than broadcasting into the abyss....
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Are You Building on Sand?

Listening to Nothing More’s new single, House on Sand, inspired this issue. 🎶 I built my house on sand, hoping it would stand the storms coming my way, and now I’m left to face the weight of my mistakes and a chance to start again. 🎶 What the hell does this have to do with marketing? Well, you know how every time a platform goes down for a few hours and marketers freak out, most posting “THiS iS yOuR rEMiNdER To nOt bUiLd On rEnTed LaNd” So many of us post that (I’m guilty), and it’s true,...
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Awareness to Advocacy

Awareness is the first step in every customer journey – it’s where you make the brand visible, memorable, and recognizable. It sets the tone for someone’s experience and leaves a lasting impression. Don’t take a shot every time I say awareness because today, we’re getting into awareness in marketing in general and for causes. The beautiful thing about awareness is that it creates community, which in turn becomes your free word of mouth marketing force. Think about a product you recently...
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How to Conduct a Social Media Audit

One of my non-negotiables? Performing a social media audit before creating a social media strategy. Some social media professionals avoid data because they’re uncomfortable with numbers, but I think when it’s avoided, it’s because they don’t know what they’re doing. How else can you truly gauge a brand’s performance and even your own content’s effectiveness without taking a closer look? Audits are crucial – they are the nutrient-rich soil for your social media foundation to be built on; the...
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The Power of Proactive Engagement

I didn’t anticipate how impactful the community management section of last week’s issue would be. Based on the replies I received and what I've noticed while scrolling for years, most brands and people aren’t doing this or are unaware of what community management takes, so here we are! Community management goes beyond the surface-level approaches of liking and replying to comments. To truly build your community, brand, reach, and awareness, you need to do proactive and reactive community...
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Your weekly practical advice, insights and strategic guide to social media, community management, marketing and freelancing. Created from 15+ years of creating bespoke social media strategies and building thriving communities for 150+ clients and 25+ agency partners. My approach is simple: lead authentically, solve problems, connect, and make a difference.

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