Today’s episode features Olga Alejandre Dorado, formerly foodspring’s global social media manager. Carlota Pico sat down with Olga to discuss her trajectory from community to manager to global content coordinator, and her newest venture as a YouTube creator. In this interview, she shares invaluable advice on getting to know your audience, localizing your messaging, embracing new forms of content, and using unexpected change as an opportunity to grow—plus much more.

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

Key takeaways

  • Coordinating global social media content means maintaining consistent messaging across regions, while also adapting it to each local context. You have to ask your audience what they want, and then use various KPIs to track your strategy.
  • It’s vital to stay in the moment and coordinate your content with whatever is going on in the world—whether it’s a social revolution, a pandemic or a pop culture phenomenon.
  • The most effective social media campaigns employ not just words, but action; people want to see that brands are responding to current events like the Black Lives Matter movement with real and tangible changes.
  • When it comes to content, variety is vital. Brands need to use every medium available to create content that’s designed for certain channels and serves specific purposes.
  • Influencer marketing is one of the most valuable tools available in modern marketing. If you don’t have the resources to hire a large-scale influencer, consider offering free products to micro-influencers in exchange for promotion.


The world is changing, we are changing, and we need to be focused on the present. Whatever happens in the future, take it, learn from it and run with it—fast.

Rapid-fire recs

What’s your favorite app at the moment?

I would say TikTok. At first I was a skeptic, but now I realize that it’s a great tool to be creative. People want to have fun, to see something that makes them laugh. You just need to find the right kind of videos for your business and go with it—Red Bull is a great example.

An influencer who inspires you?

I started my own YouTube channel after being inspired by a YouTuber called Nutty Foodie Fitness. She has a fitness channel, and what she does is very natural. She found the specific thing that makes her special, and people love it.

Also check out: 8 inspiring content and marketing influencers to follow

A book, publication or event that you’d recommend?

A book that really changed me is “The 5 AM Club” by Robin Sharma. It’s a story about two people who are facing problems in their lives, and then it gives you life lessons and strategies: waking up at 5 a.m. (which is really difficult), but also being present in the moment, and understanding the importance of spending time with other people.

Also check out: Top 8 content and marketing books to read right now (according to experts)

Connect with Olga and Carlota on LinkedIn.

This post was edited by Melissa Haun, a freelance content creator based in Lisbon.

For more insights into the latest trends in global social media strategy, check out:

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

Harness the power of social media – Ishani Bechoo, global social media manager at Arup

The art of social media campaigns – Justyna Ludwiniak, global social media manager

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

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