Calculated risk: Social media strategy in 2021

Kivvit’s Pearl Gabel, social media veteran behind New Jersey’s viral entrée into Twitter, shares her thoughts on what will work in the months ahead.

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It’s been said annually the past several years: Social media and digital content is more important than ever before. And year after year, it’s a statement that rings true.

Now, after almost a full year of COVID-19, remote work, social disruption and digital transformation, that digital infrastructure is once again more important than ever before. It will likely be even more important next year—such is the nature of trends and transformation.

“As the pandemic continues into 2021, and we remain socially isolated, digital communications is a lifeline,” says Pearl Gabel, director of brand strategy and digital integration for Kivvit. “When social platforms are at their best, they create community and dialogue, amplify marginalized voices, and bring us closer together.” Gabel joins Kivvit after working as the digital director for New Jersey’s Gov. Phil Murphy since 2018.

Pearl Gabel

Even for diehard fans of the written word, more and more of their information diet comes from the smaller screen.

“I still consume print news, magazines and television,” Gabel says, “but the majority of my information consumption is from my computer and smartphone. And that trend continues to increase.”

Provocation as a tool

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