Social Strategy Consulting & Creative Team Development
Most audits produce a document nobody acts on. What made this one work wasn't the findings — it was that it put the paid team and the organic team in front of the same evidence at the same time. Once each could see which of their own posts actually performed, the argument about what to make next stopped being a matter of taste.
The situation
Organic content wasn't informing paid creative, paid learnings weren't shaping organic strategy, and the platform-by-platform approach lacked the differentiation needed to give audiences a reason to show up on each channel.
The thinking
I ran a full cross-channel audit that identified which content themes were actually driving performance and which were just volume — producing a four-pillar content architecture with platform-specific application rules. Three paid social creative workshops I ran brought the paid and organic teams into a shared working framework for the first time, using each team's own top-performing content as the evidence base for new shared best practices.
