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🐚The Salty Shell

By 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.

I don't chase popularity, I cultivate quality.

🐚 The Salty Shell: How to Easily Write Social Copy

🧂 Salty Insights: You're Doing Too Much Over the past several weeks I have been auditing social media copywriting, paid and organic social strategies, data, calendars and reporting and one of the biggest things I find myself tearing apart and repeating the same feedback is the copywriting. Whether it’s written by AI or a human trying way too hard, it’s obvious. One thing I mentioned was “it looks like either AI wrote it or this was the very last thing you had to do before it went to the...
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🐚 The Salty Shell: The Secret to Social Media Reporting

If you’ve ever created a social media report, you know how time-consuming and stressful the process can be. I did everything in my power to avoid math in college (and I succeeded) and I use it every day – BUT – now I love data because it tells me what I don’t know. None of my clients’ reports are the same – and they shouldn’t be. Before I start the social media strategy I ask the client what they want to measure. Then I ask why. I take notes, ask questions if I need to, and keep my thoughts...
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🐚 The Salty Shell: How to use a Competitive Analysis to Create Unique Content

I just spent 50 hours on an audit of a CPG brand’s social media and community management strategy and execution which included strategic approach recommendations. Typically, I spend 20-25 hours on an audit, but after digging into consumer and category data, there was a lot more to uncover and educate the brand on – AKA their ‘goals’ didn’t align with any results the industry would yield. 🧂 Salty Insights: Imitation isn't flattery - it's dumb In an audit, I always do the competitive analysis...
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🐚 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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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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