Our potential to reach audiences on social media is probably the highest it’s ever been. And yet, with fierce competition and a crowded market, it’s much tougher to stand out these days. This week’s Social Pros guest is Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, and she has some words of wisdom for anyone struggling to drive engagement. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details Gina Michnowicz, CEO & Chief Creative Officer at The Craftsman Agency, joins the Social Pros podcast to give us a behind-the-scenes look at how her agency creates magical moments for social media. Gina explains why all social campaigns need to lead with a strong story and why you should start with a clear objective before diving in. We hear many examples of campaigns that The Craftsman Agency has pulled off successfully, including viral Reddit AMAs and blockbuster movie campaigns. While we all aim to become social pros, Gina’s take is that the platforms change too rapidly to become a true expert in everything. But by keeping up with algorithm changes and experimenting to find what works, we can get pretty close. Gina also shares some insights into the best metrics to measure, how to deal with negativity online, and what you can do with a tight budget. It’s a truly packed Social Pros episode this week! In This Episode: 4:19 – Gina explains some of The Craftsman Agency’s work 7:48 – How Gina’s agency approaches channel management 10:56 – Gina gives her take on remote work’s effect on creativity 16:54 – Gina explains what it takes to work on a successful campaign 21:19 – How to optimize partnerships and build great working relationships 23:23 – How Gina coordinated a successful Reddit AMA 28:05 – The trick to balancing paid campaigns with organic 31:28 – How The Craftsman Agency measures ROI and organic campaigns 35:35 – Gina’s top metrics to measure 38:50 – How to get ahead on social without a big team or budget 42:31 – Gina’s top tip for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Schedule a consultation with ICUC Grab your free Social Media Audit Bundle The Craftsman Agency Visit SocialPros.com for more insights from your favorite social media marketers.