Alyssa's line about social being the nucleus is the part I keep coming back to. Most marketing teams still treat social as the last mile of a campaign, when it's actually the only place you can see the full arc of how your audience is reacting in real time.
The "handed the keys after the house was already built" framing is exactly right. And the reason it keeps happening is that social is still budgeted like distribution and staffed like production. The people closest to the audience are the furthest from the decisions. That gap is where most campaigns quietly die.
The part that stood out to me: "I'm trying to make content that makes someone feel seen, and if it goes viral, that's because we got the first part right." That's the whole job. Virality is a lagging indicator of resonance. Most brands are still optimizing for the lag.
omg i loved this!!! i live by “Come with the data, the precedent, the case for why your presence changes the outcome. Make social impossible to overlook” because that’s how i can make sure my ideas don’t get shot down especially with older c-suite that don’t quite get it.
Hey, is scholarship access to LIB going away? Got email alerts this week, did not see a way to extend. Understand either way, just wanted to get clarity.
My main takeaway is how early social gets involved. When it shapes the idea from the start, like Silk Press Conference going towards something that carries through in tone/execution, you can feel the difference. When it's brought in later, usually it’s playing catch up rather than setting the direction. Good share, this.
One of my favorite interviews to date!
right? lots of great advice!
Louder for the people in the back: "It’s never as simple as you think, and reducing tasks to simplicity is undermining someone’s skillset."
🗣️🗣️🗣️
Soo good, it means alot to hear coverage from campaigns and people behind it
Alyssa's line about social being the nucleus is the part I keep coming back to. Most marketing teams still treat social as the last mile of a campaign, when it's actually the only place you can see the full arc of how your audience is reacting in real time.
The "handed the keys after the house was already built" framing is exactly right. And the reason it keeps happening is that social is still budgeted like distribution and staffed like production. The people closest to the audience are the furthest from the decisions. That gap is where most campaigns quietly die.
The part that stood out to me: "I'm trying to make content that makes someone feel seen, and if it goes viral, that's because we got the first part right." That's the whole job. Virality is a lagging indicator of resonance. Most brands are still optimizing for the lag.
Great post and interview, thank you!
omg i loved this!!! i live by “Come with the data, the precedent, the case for why your presence changes the outcome. Make social impossible to overlook” because that’s how i can make sure my ideas don’t get shot down especially with older c-suite that don’t quite get it.
Yesssssss
Obsessed w Alyssa and this campaign
same
Hey, is scholarship access to LIB going away? Got email alerts this week, did not see a way to extend. Understand either way, just wanted to get clarity.
hi! mind dming me?
My main takeaway is how early social gets involved. When it shapes the idea from the start, like Silk Press Conference going towards something that carries through in tone/execution, you can feel the difference. When it's brought in later, usually it’s playing catch up rather than setting the direction. Good share, this.
Brilliant interview Rachel and Alyssa. So on board with Alyssa's social media philosophy.