Case Studies - Strut Communications: Content Marketing Strategy & Social Media Management for Women of Color Entrepreneurs

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Any @officialswv Stans in the building? 👀🙋🏿‍♀️
SO I’ve been watching the SWV & Escape: Queens of R&B reality show because I love 90s R&B and I’m a huge fan of both groups. And while I was expecting to get a dose of nostalgia and some good SANGING when I watched, I found myself fascinated by this constant debate over which group should be the headliner of their tour - which isn’t happening anymore, and I’m pissed 😤
Questions that kept coming up included:
🤔 Should it be based on followers?
🤔 Should it be based on deference, streams and album sales?
🤔 Which informs who will sell the most tickets?
Here’s my take: I don’t believe, and will never believe, that more followers = more impact, influence, or even more ability to make sales. Followers just let you know the size of audience you have; it doesn’t let you know how many of those followers are engaged, invested, and truly impacted by you or your work.
When I think about followers, especially in relation to sales, I think about things like:
✨ How many of these followers are actively engaging in your content?
✨ How many of them are seeing your content at all?
✨ How many of them are just ghost followers who likely won’t engage or buy anything from you at all?
✨ How many of them are just bots?
So yes, followers are amazing, and it’s great to constantly grow your audience. But is it a true indicator of impact, influence, or sales? IMO, the answer is no.
I think we would all be better if we focused less on followers and more on providing value, and fostering connections that can translate beyond social media - whether that be customers, collaborators, or just connections in your network. I’m fine with being everybody’s favorite small account as long as my business keeps growing off the gram 😂
So if you’re like me, and you care more about impact & influence over follower counts, swipe for my take on how to think differently about followers and save this post 📌 for later if you find it helpful ✨
& while I have you here, you know I have to ask: what’s your favorite SWV song? Mine is Anything - the Wu Tang Remix 😆

I might be the most anti-social media person to wo

I might be the most anti-social media person to work in social media of all time 😆
Don’t get me wrong: I love learning, connecting, educating, and sharing on social media. And I recognize the power social media has as a business owner, creator, or artist to amplify our work. But I also recognize the power of being present in precious moments, making genuine connections in real life, and keeping some things I enjoy to myself.
I won’t be the one to capture every cool moment, take a selfie every time I look cute, or even know what the latest thing is that’s trending on TikTok. But I’m still amazing at what I do, and I do it on my own terms 😌 I’m perfectly fine being a career contradiction, and if you are one, you should be too!
What are some of your favorite career contradictions? Let me know in the comments ⬇️ My personal favorites are hair stylists who never have their hair done 😂 those hair stylists are the ones who KEEP YOU LAID 💇🏾‍♀️
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#socialmesiastrategist #bossbabetribe #millennialpreneur #millennialentepreneur #womeninsocialmedia #solopreneurlife #businessbuilding #socialselling #helpwithsocialmedis #supportwomeninbusiness #browngirlsbuildingbrands #creativewomencommunity #socialmediamarketing101 #contentmarketing101 #socialmediaforbusiness #contentstrategy #contentmarketingtips #womanceo #healthysocialmedia #socialmediaboundaries

Social media isn’t a game of mastery; it’s a g

Social media isn’t a game of mastery; it’s a game of non-stop learning 🎓
I graduated from college (@binghamtonu) 9 years ago 😳 and grad school (@uscedu) 7 years ago. Since then, I’ve had a handful of jobs where social media was an integral part of my role, and have managed or led the social media for DOZENS upon DOZENS of brands - and yet, I wake up every single day and learn something new about social media.
I kinda hate it, I kinda love it - but one thing’s for sure: I’m certainly not in a boring career 😅
Here’s the thing: Social media platforms are businesses, with their own bottom lines and their own goals. They change constantly based on our behaviors, what their competitors are doing, and for a myriad of other reasons - so I wouldn’t hold my breath expecting for the constant changes to stop anytime soon.
My biggest piece of social media advice: stay on the pulse of what’s up and what’s changing on these social media platforms, discern what’s relevant to you, filter out the rest, and most importantly: find what sustainably works for YOU.
The quicker you embrace that the only constant is change when it comes to ALL marketing - not just social media, the better your relationship with social media will become - because social media is what you make it 🧡
What are you eager to learn about social media RN? What type of educational content do you want to see from me when it comes to social media strategy, content creation, content operations/systems, etc? LMK in the comments and I got you ⬇️
#trojannation #binghamtonbearcats #socialmediastrategist #helpwithsocialmedia #creativewomencommunity #socialmediaexperts #creativebizlife #savvybusinessowner #growyourbiz #smallbizmarketing #blackbusinesswomenrock

Shoutout to the girls like @angelreese10 and carri

Shoutout to the girls like @angelreese10 and carririchardson_ who enter spaces where girls like us are not welcome and show up fully as themselves, unapologetically 🙌🏿
When you’re a young girl from the hood, you’re told from a young age that you have to disassociate from where you’re from in order to ‘make it out’. You’re taught that who you are is unacceptable. You’re judged more intensely than others around you.
I remember growing up and my mom forcing me out of my Brooklyn/Caribbean accent because she didn’t want me to struggle as an adult to get into college or find a job.
Fast forward to adulthood, and I remember getting side stares at my last job when I came to work with faux locs - my boss just couldn’t help to say ‘that’s a lot of hair, Gabby’ as he looked at me in disgust. And let’s not forget the time I wore a shirt that said ‘melanated’ on it, that for whatever reason, offended one of my managers.
I’m so happy to be an entrepreneur and to have the freedom to do the work that I’m good at for a bigger purpose without being forced to change who I am.
I wear head wraps during client meetings. I switch my hair up constantly without stressing about the number of questions I’ll get asked or worse - someone touching my hair. I wear elaborate nails and get compliments, not stares of confusion or disapproval.
This is WHY I became an entrepreneur - for the freedom to be who I am, and to show other little girls from the hood that you can be successful and do all the things you’ve always dreamed of while being exactly who you are.
So proud of my fellow ‘ghetto’ girlies (and I say this term with the utmost love) for reclaiming our narrative 👏🏿 To my fellow girlies out there, this is a message to BE YOU! Social media is YOUR platform, so speak how you want, wear what you want, be who you want. It won’t be for everybody, but it will be for the right people ✨
#blackwomeninbusiness #millenialpreneurs #blackwomenwinning #angelreese #browngirlsbuildingbrands #blackwomanceo #businesswomenlinkup #lsubasketball #blackwomenkillingit #vibesofablackgirl

Smiling from ear to ear because I’m doing THE TH

Smiling from ear to ear because I’m doing THE THING…
& the thing is fearlessly embracing new challenges, new chapters, and new heights.
🧡 I just got back from Vegas, where I lead the socials for @weareedloc’s National Convening for the 2nd year in a row with THE bombest team, @thecreative.summer. I also got to meet a few of my clients in person, caught up with a dear college friend, and got to witness @duanecia ‘s magic live & in person 🙌🏿
🧡 In the midst of beta launching my membership The Strut Society. It has been in the works for about a year and I finally got the courage to just share it with the world. We’re having our orientation and social media strategy workshop tomorrow, so today is the last chance to join! (DM me or visit the link in bio for deets) 🥂
🧡 I just submitted my internship listing for my first ever marketing coordinator to @lbcitycollege to help me manage Strut’s online presence 🎉
🧡 I’m 5 months into physical training, on my 4th book for the year, taking more walks thanks to being a new mom of two pups, and finding a better balance between work & play with each day ⚖️
Sharing this as a reminder that growing & evolving as a business owner doesn’t always look like hitting the next $$ milestone. Sometime’s it simply looks like small strides in the right direction.
I hope you’re growing & glowing in this season too 🧡
DRESS: @izayla_
MAKEUP: @ally.cahee
HAIR: @helphair_
PHOTO: @savraquelle

Strut Communications is a creative studio that crafts headline-making multimedia content for social impact brands with major stories to share. Consider us the Editor in Chief of your online presence as we magnify your message into into an online movement with beautifully branded, community centered storytelling and seamless systems for social media & beyond.

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