Harriet Drudge recently joined Carlota Pico to discuss her innovative social media strategies as social lead at The Athletic UK. Harriet emphasized the importance of client engagement in social media marketing and the methodology used to grow subscribers while maintaining an effective budget. She also shared some inspiring brand campaigns and role models to follow, and told the story of how she wound up in her current role.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Engaging with customers through social media platforms is imperative to create a successful social media campaign. You have to go further than just promoting and sharing a brand and its products. 
  • To become successful in social media marketing, you need effective and challenging firsthand experience. Studying marketing strategies is useless if you don’t put them into practice. 
  • Use innovative methods to attract new customers, such as giveaways, polls and live meetings and discussions. This will grow your brand’s social media presence while simultaneously increasing customer engagement and feedback. 
  • Always attempt an organic marketing campaign before investing in a social media budget; often encouraging natural conversations on social media is just as effective as expensive campaigns.  
  • Another effective method to heighten brand awareness and customer engagement is to incorporate global current events into your campaigns.

If you don’t promote your social media, who is going to? You have to share other relevant content, and then engage with people as well.

Rapid-fire recs

What’s an app or tool that you can’t work without?

Besides The Athletic, I’ve been using Calm to help me de-stress. It’s great for when you need to sleep or just to get on with day-to-day tasks. 

An inspiring influencer or role model?

First, the founding members of the Women in Football support group, who represent and champion women working in football.

Jo Tongue is a force of nature, representing broadcasters in sports media and female players. Lynsey Hooper and Kait Borsay from The Offside Rule podcast helped set the foundation for my career when I met them at university. And Jacqui Oatley has been a massive inspiration.

A valuable resource, event or group?

Social Chain, founded by Steven Bartlett, is a really valuable resource for staying up to date with new emerging platforms. Hootsuite and Sprout Social are also very useful for keeping up with social media management tools and content tips. 

Connect with Harriet and Carlota on LinkedIn.

This post was edited by Jessica Farmer, a freelance content creator based in Madrid.

For more insights into social media marketing, check out:

Social media is for everyone – Gareth Crew, EMEA social media manager

Provide value on social media – Bianca Spada, social media manager at Red Bull

Make room for growth – Santiago Garcia Solimei, global social media director at Meliá

To see the full transcript, click on page number 2 below.