Background:
Abbey Kay is a Senior Social Media Specialist at The Adcom Group, where she has grown from an intern in 2020 to a key player in the social media department over the past four years. A 2020 graduate of Ohio University, Abbey earned her degree in Journalism Strategic Communications with a minor in Marketing and a Social Media Certificate. During her time at OU, she was actively involved in Sigma Kappa sorority, Thread Magazine and served as an Ohio University Tour Guide—plus, she brought school spirit to life as Rufus the Bobcat mascot at Admissions events.
Key Takeaways:
- Be Open to Change and Exploration: Abbey’s career path shows the value of staying flexible. She started in broadcast journalism but shifted to strategic communications when she found it better suited her interests. Many skills transfer across fields, and exploring new areas can lead to unexpected opportunities.
- Network and Stay Persistent: Abbey secured her internship at Adcom by actively engaging in a female networking group on Facebook. Her determination during COVID-19 helped her turn the internship into a full-time role. Building professional connections and staying persistent can open doors, even in challenging times.
- Social Media is Essential for Brands: Social media plays a vital role in modern brand strategy. It serves as both an information hub and a source of entertainment, helping brands build credibility, connect with audiences and showcase their personality.
- Develop a Wide Range of Skills: As a social media manager, Abbey handles tasks like content creation, SEO research, data analysis and influencer communications. Building a diverse skill set makes you more adaptable and valuable, especially in an agency setting.
- Use Data to Guide Decisions: Success in social media relies on analyzing data and using insights to inform strategy. Understanding metrics and aligning them with client goals is crucial for creating effective campaigns.
- Focus on Authentic Engagement: Creating content that resonates with audiences is key. Authentic, shareable content with minimal branding often performs better. Prioritize building an engaged community over simply chasing high impression numbers.
- Experiment and Adapt: Social media success comes from testing different approaches and learning from the results. Consistently trying new content types and strategies helps you understand what works best for your audience.
- Step Up and Take Ownership: When Abbey’s boss left, she took on additional responsibilities and managed major accounts, which led to her promotion. Being proactive and taking initiative can help you grow in your career.
- Balance Creativity with Strategy: Social media allows brands to showcase their personality and break away from traditional formats. Combining creative ideas with strategic planning helps create content that stands out while meeting business goals.
- Stay Curious and Keep Growing: Abbey’s career growth stems from her willingness to learn and adapt. Staying informed about platform updates and industry trends ensures you remain relevant and effective in your role.
Connect with Abbey on LinkedIn here.
Henry Gorsuch is a Journalism Strategic Communications major with a minor in Marketing and can be found on LinkedIn here.