Poland-based Justyna Ludwiniak recently joined Carlota Pico to talk about her role as senior global social media manager at Luxoft, a digital strategy and software engineering firm providing bespoke technology solutions. Justyna discussed the weight of honesty and transparency in modern marketing, how to leverage premium features across channels to make the most of brand campaigns, and the importance of social media optimization.

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

  • Striking a balance between hard and soft skills is key for working in IT. Essential soft skills include effective communication, teamwork and flexibility, while necessary hard skills include data mining, mastery of analytical tools and tech savviness in general.
  • Social media has caused transparency between brands and consumers to evolve. A great example of this is how MasterCard monitored all the conversations happening about the brand—good and bad—and allowed these findings to influence their global marketing strategy.
  • Regardless of the channel, driving campaigns on social media is risky due to an abundance of targeting options and the fact that audiences are constantly changing. However, using premium features like LinkedIn’s Campaign Manager can help.
  • Optimization is a daily task filled with trial and error. To use Campaign Manager effectively, you have to scrutinize the data (where people are from, what they’re clicking on and what they’re most and least interested in) on a regular basis and adjust your plan accordingly.
  • Social media campaigns are often worth investing in. Subscribing to premium services pays off in the end if they can help you target the right people and take actions that will result in optimal outcomes for your company.

We’re living in a consumer world; consumers are taking control of what they want to read, what they want to see and what they trust. The organizations that provide the most reliable and trustworthy information will come out on top.

Rapid-fire recs

What’s your favorite app at the moment and why?

TikTok. It’s blowing every other platform out of the water right now. I’ve been analyzing it for work—its features, how influencers are leveraging it, etc.—but I also just enjoy it personally. It’s a lot of fun.

A marketing influencer who you follow?

The first person who comes to mind is Gary Vaynerchuk. He’s an entrepreneur, CEO, coach and mentor. I love his book  “#AskGaryVee.” He really inspires me.

I also gather inspiration from TEDx talks. There are so many to choose from, on anything from marketing to social media and everything in between.

Connect with Justyna and Carlota on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

For more insights into social media campaigns:

Make the most of video content – Amanda Lundin, global video and social media manager

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

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

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