Shaheen Samavati recently had the chance to speak to ACCIONA’s global social media manager, Leandro Sánchez de Medina. Leandro talked about the importance of creating a dedicated strategy for every channel, making content relatable for audiences and keeping your creativity sharp. He also explained how ACCIONA has altered its communication strategy, showcasing its efforts to help communities get the support they need under difficult circumstances.

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

  • How you interact on different channels depends entirely on the platform and the audience. Instagram is often geared toward a younger community, with shorter captions and engaging images or videos, while content on LinkedIn reflects an audience that’s older and more business oriented.
  • B2C and B2B brands often measure performance based on conversions, but since ACCIONA deals with large industrial projects that can take years to finish, performance is measured through brand awareness and loyalty.
  • To maximize results, you have to conduct continuous testing and balance both organic and paid content. ACCIONA often takes content that has performed well organically and then repurposes it into paid content later.
  • People love content that goes “behind the scenes,” like time lapse videos or quick explanations of how things are done. The most engaging content doesn’t necessarily take a lot of time to produce, and it doesn’t always have to look professional.
  • The global pandemic has changed the way brands communicate; ACCIONA has been highlighting what it’s done to assist communities, and spotlighting the people behind its projects who have kept the brand afloat.


Reading helps you find new ways of thinking and talking about topics, which you can use to write captions and make the most of your posts. Read as much as you can—especially poetry!

Rapid-fire recs

What’s an app or podcast that you love?

The podcast from Social Media Examiner. They’re quite famous in the US, but they also have a huge community across the world. The podcast includes weekly interviews with experts on certain platforms, who give lots of advice about social media.

I’d also recommend the Mojo app. It allows you to create dynamic stories for Instagram with pictures and videos. It’s free, and there are lots of great templates to work with.

A valuable resource, event or group?

There are a couple of websites in Spanish I’d suggest: Reason Why and Marketing 4 Ecommerce. Another one I like is We Are Social Media, which is in English. They’re quite useful for staying up to date on marketing trends.

Aside from reading about marketing, I think it’s really important to consume a variety of content, like literature and poetry. It helps you think more broadly, find new ways to talk about certain topics and stay sharp creatively.

Connect with Leandro and Shaheen on LinkedIn.

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

For more insights into creative social media:

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


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