‘Raw, snackable video’ will remain popular, predicts Magnolia’s social media director

Over the past year, communicators and marketers alike have been forced to rethink their content strategies to stay relevant with changing audience needs.

The more nimble organizations are also crafting content informed by data and social listening to better understand what resonates, and what will continue to resonate, as the needs of their audience shift.

Ahead of her session at Ragan’s Social Media Conference at Walt Disney World on Sept. 9, we caught up with Heather Brinckerhoff, director of social media at Magnolia, to learn how she built a data-driven social media strategy that informed larger content strategy and company-wide growth goals.

Ragan: What’s the first thing you do when you get out of bed every morning?

Brinckerhoff: I’m not promoting this, but I do pull up social media and make sure no fires happened while I was asleep.

Ragan: If you had one word to describe your role, what would it be?

Brinckerhoff: Fulfilling.