Interview: Send it Social

[00:00:00] .

[00:00:01] In this episode of Beyond the Post, we talk with the co-founders of Send It Social, a social

[00:00:13] media management firm that focuses on helping museums deliver knockout content.

[00:00:17] We'll discover how Sierra and Maria met as coworkers, quickly became work friends, became

[00:00:21] friends outside of work, and eventually became business partners.

[00:00:24] You'll learn the difference between a social media management company and a social media

[00:00:27] marketing company.

[00:00:28] How partnering with someone can take you further than going it alone, and we've

[00:00:32] got tips on how someone can get started in the social media management space.

[00:00:36] We've got all this and more in this episode, so strap in as we take you behind the post

[00:00:39] with Sierra and Maria from Send It Social.

[00:00:43] Maria and Sierra, welcome to the show.

[00:00:46] Thank you so much.

[00:00:47] Thanks for having us.

[00:00:51] I'm excited.

[00:00:52] I'm excited.

[00:00:53] I can't wait to jump into you guys' background and learn a little bit more about you.

[00:00:58] Yeah, let's start with that.

[00:01:00] Why don't you tell us what a social media agency is?

[00:01:03] This is a more complicated question than you would think.

[00:01:07] We have our own definition of it, and that is a marketing agency, but instead of doing

[00:01:13] anything in the marketing space, we just focus on social media and specifically organic

[00:01:18] social media content.

[00:01:20] The term social media marketing agency usually has a connotation of more paid ads and

[00:01:27] Facebook ads, stuff like that, which we will dabble in.

[00:01:30] We play around in that area, but really we love the organic space and making content

[00:01:36] and making strategies for that.

[00:01:38] So that's how we define it.

[00:01:40] I think it lends itself to the type of clients we're really focused on too, that

[00:01:46] organic side of things.

[00:01:47] There's a space for paid social media, which again is not our focus.

[00:01:54] And I was talking with Bodhi as I was going through these notes.

[00:01:57] That really stood out to me because for me, I'm not a big social media person.

[00:02:03] I'm trying to become one, but even though I've been doing this stuff a long time,

[00:02:07] social media agency, social media marketing agency, those are literally the same thing.

[00:02:13] One had three words, one had four.

[00:02:15] So I was really interested to hear the difference from your standpoint and how you actually

[00:02:22] say we're not a social media marketing agency.

[00:02:24] We're a social media agency.

[00:02:26] And I was hoping we can maybe just dive into a bit more of the nuance of why you

[00:02:30] feel that makes a difference in what you do.

[00:02:33] Can we start with defining what organic means to you?

[00:02:37] Yeah, organic to us is like unpaid, right?

[00:02:43] So it's the stuff you see on TikTok that isn't an ad.

[00:02:48] It's the content that is, is it feels like any random person could just

[00:02:55] like upload a video and is just talking to the camera telling a story.

[00:03:01] They could be selling a product by doing so in like an authentic way.

[00:03:05] We consider that to be like organic content.

[00:03:09] Right? Yeah, I would say just anything where you're not paying the platform

[00:03:13] to push it out, you know, you're kind of like leaving it up to

[00:03:17] to the audience to decide whether it's engaging or not

[00:03:20] and kind of connecting that way with people.

[00:03:22] I guess as it applies to a social media marketing agency versus a social media

[00:03:27] agency, doesn't it wouldn't a marketing agency be able to do something similar?

[00:03:32] Well, a lot of marketing agencies will kind of tack on social media

[00:03:37] as like another service that they provide.

[00:03:40] You'll pretty much see it listed on any marketing agency's website.

[00:03:44] But most of them don't do a great job because they are focused on

[00:03:49] like the things that seem like a more legit form of advertising,

[00:03:54] whether that's like a Facebook campaign or like a TV commercial or a billboard.

[00:03:58] Like that's really where people are paying them the big bucks.

[00:04:01] And so organic content on social media, like they kind of don't value it as much

[00:04:06] because traditionally companies don't pay as much for it.

[00:04:10] And so it's kind of just like a tacked on service.

[00:04:12] And if you talk to most brands who have hired a marketing agency

[00:04:16] to help with social media, most have kind of a bad experience

[00:04:19] because they're like, oh, they don't really specialize in it.

[00:04:22] You know, that's kind of where we saw an opportunity to like to add value.

[00:04:28] Yeah, I mean, it is it is still marketing broadly speaking.

[00:04:30] But I think when you take the marketing out of marketing agency,

[00:04:34] you kind of bring a little a little closer to to to specifically social media.

[00:04:40] But yeah, it is still marketing.

[00:04:43] So for you guys specifically, you know, you've gotten together,

[00:04:47] you started your own social media agency, send it.

[00:04:50] And you guys are fairly niche in what you do now.

[00:04:54] I don't know how to say it. Is it niche or is it niche?

[00:04:56] I'll probably go back and forth throughout this interview.

[00:04:59] But what do you guys specifically do at, you know, at send it, you know,

[00:05:05] like in who are you specifically focused on?

[00:05:08] Yeah, we well, we did just niche niche down.

[00:05:11] I'm not sure that that brings me back to high school bio class.

[00:05:15] But we started so we started February, March, 2023.

[00:05:20] And our goal was to focus on nonprofits, just, you know, missions

[00:05:24] we really believe in and help them make content to push that out

[00:05:27] and connect with people, audiences, et cetera.

[00:05:29] And along along the way, working with a particular client

[00:05:35] who was a museum, we happened to just, you know, we sat down

[00:05:38] Sierra and I one day we were reviewing all the work we'd done.

[00:05:41] And we said, we really, really like this work with working

[00:05:45] with a museum specifically.

[00:05:47] And it kind of just clicked.

[00:05:48] We had been working together at a museum previous to send it social

[00:05:53] or in the past. We loved that work.

[00:05:56] We were familiar with it.

[00:05:57] We were realizing now how much we loved it again.

[00:06:00] And we said, you know, maybe maybe we really focus in on this.

[00:06:05] You guys mentioned that you met in 2019,

[00:06:09] but you didn't you didn't start your partnership until earlier this year.

[00:06:13] I believe you said February, March time frame of this year.

[00:06:16] So can you just walk us through how you two actually met?

[00:06:19] What you were doing and how you decided, you know what?

[00:06:22] It makes sense for us to start a company doing this thing that we're now doing.

[00:06:26] Maybe it was 2018.

[00:06:28] Yeah, OK, OK, 2018.

[00:06:31] Yeah, at the time I was working at the Tech Interactive

[00:06:35] a science center in San Jose, the Bay Area,

[00:06:38] California, and I had gotten an email from so called Sierra.

[00:06:43] I had never heard of her.

[00:06:44] She was like, hey, you know, I'm working on a social media video

[00:06:48] where we 3D print a skull and, you know, I heard you like

[00:06:52] you like the holiday for a day of the dead.

[00:06:55] Would you be interested in painting it and helping me make this video?

[00:06:58] So, you know, I said, yes, we met up one day.

[00:07:00] She had her gimbal, her phone.

[00:07:03] We had a bunch of paints and it was just so much fun.

[00:07:06] It was literally just me painting a 3D printed skull.

[00:07:10] And I realized, you know, like, oh, my gosh, she's so cool.

[00:07:13] I want to be your friend.

[00:07:14] We started hanging out.

[00:07:15] We would go on coffee breaks.

[00:07:16] She had just started in the marketing department that year.

[00:07:21] And I think along the way, you know, I became more interested at the time.

[00:07:25] I had no idea.

[00:07:26] I would want to do marketing ever, not something I considered.

[00:07:29] And I saw her making all these videos.

[00:07:31] She was like big inspiration into getting into premiere for me.

[00:07:37] Anyways, I ended up joining the team.

[00:07:39] She poached me in early 2020.

[00:07:42] And that's how we started working together in-house at least.

[00:07:46] And then what happened after that?

[00:07:48] 2020, early 2020, something, something big happened for everybody,

[00:07:52] but mostly for you two.

[00:07:55] Yeah, act two of our story.

[00:07:56] I can pick it up if you come in in the act three, Maria.

[00:08:02] But yeah, you might have heard of the pandemic that happened.

[00:08:07] Maria had only been working on the marketing team for a few months at that point.

[00:08:12] Yeah, a month or two months.

[00:08:14] Yeah. Yeah.

[00:08:15] And there was a very fun two months.

[00:08:17] Like we were in cubicles right next to each other.

[00:08:19] Like we really like made that short time count.

[00:08:22] But then, you know, we're all sent home.

[00:08:24] And basically, we decided to start making these videos like

[00:08:31] like activities for kids that they can do at home.

[00:08:34] And that was like, if you remember, that was like a heyday

[00:08:37] where everyone is like doing Zoom games or doing arts and crafts.

[00:08:41] People are making sourdough breads from scratch.

[00:08:43] Like so we really kind of saw an opportunity there and like tapped into it.

[00:08:48] And we came up with this format.

[00:08:49] We called them the Tech at Home videos.

[00:08:52] And we would like write scripts and we would film like separately.

[00:08:56] But like two characters, like making a craft together or sometimes it would be

[00:09:01] just Maria making the craft and I would just be editing it and helping with the script.

[00:09:06] And we basically just pumped out a ton of these videos.

[00:09:10] And they performed really well.

[00:09:12] Like we were able to help the museum keep making an impact,

[00:09:15] even though stores were closed.

[00:09:17] And that's when we really found like a cool groove where we just were like,

[00:09:22] we love working together and like we can do a lot of creative stuff.

[00:09:26] And it was probably through that experience that we're really like,

[00:09:30] oh, this is awesome.

[00:09:32] And yeah, it was it was such a fun time.

[00:09:36] And that was like that went on for, I don't know, about a year.

[00:09:40] How long two years until until you left?

[00:09:43] And that goes back three.

[00:09:45] But yeah.

[00:09:47] Yeah. So I'll just say I worked there until fall of 2021.

[00:09:54] And then I left to a different nonprofit,

[00:09:58] left Maria, which was the saddest part.

[00:10:00] Heartbreak.

[00:10:02] So heartbreaking.

[00:10:03] And then Act Three.

[00:10:05] Act Three.

[00:10:06] So now we're at it's early 2023.

[00:10:11] I'm still working there in the marketing department.

[00:10:15] And this whole time ever since Sierra left,

[00:10:18] I had always thought there's got to be a way where I can work with her again.

[00:10:23] We just had such a good groove going.

[00:10:26] And she calls me one day.

[00:10:29] I'm on my lunch taking a walk.

[00:10:31] She calls me.

[00:10:31] She's like, hey, you know, listen, I, you know,

[00:10:35] there was a big round of layoffs at my job.

[00:10:38] You know, I was part of that.

[00:10:39] And so I started freelancing and I'm getting a good amount of work.

[00:10:44] It's getting to be a lot where I can't handle it alone.

[00:10:47] Would you be interested in helping out?

[00:10:49] And I told her, I was like, Sarah, you tell me right now,

[00:10:54] I will quit my job.

[00:10:56] I will.

[00:10:56] I will because it was the opportunity to work with her again.

[00:11:00] And at that point, I had been in my job for a while.

[00:11:02] I was looking for the next step.

[00:11:04] So she's like, oh, wait, wait, wait, don't don't quit.

[00:11:08] I'm just looking for some support.

[00:11:09] I'm like, no, no, no.

[00:11:10] Maybe we started a business out of this.

[00:11:12] So we thought about it.

[00:11:14] I think maybe a couple weeks later you called me back.

[00:11:17] Maybe it was less than that.

[00:11:18] Maybe it was a week or two days.

[00:11:20] It was really fast.

[00:11:21] Yeah. She tells me, you know what?

[00:11:23] I thought about it.

[00:11:24] Maybe maybe we should go all in.

[00:11:25] Maybe you should quit.

[00:11:27] That's that was all I needed.

[00:11:29] And so yeah, we just, you know, I submitted my two weeks

[00:11:34] and we just hit the ground running, honestly.

[00:11:36] Like, luckily Sierra had lined up some referrals or work through referrals.

[00:11:42] So when I came into the picture, we had a good amount of work between the two of us

[00:11:47] and that's how Send It Social started.

[00:11:50] I mean, there's a whole story about, you know, how we picked the name and everything.

[00:11:54] I don't know if we want to go into that too.

[00:11:55] That's a fun one.

[00:11:56] But yeah, that's that's how it all went down.

[00:12:00] So here's what I'm going to go left.

[00:12:02] So, Sierra, I've got a question for you.

[00:12:04] So you said that you got laid off and, you know, and was it 2021?

[00:12:09] Beginning of this year, 2023.

[00:12:13] 2023. OK.

[00:12:14] Yeah.

[00:12:15] But you started doing freelancing.

[00:12:18] So how did that work?

[00:12:20] I think that that is a really interesting part of how you went from working

[00:12:25] at a physical place or at least, you know, a place that you were,

[00:12:28] I don't know if you were virtual or, you know, if you were remote,

[00:12:31] if you were actually going into the office or a combination.

[00:12:34] But you were working for a place and now you're working for yourself,

[00:12:37] doing freelance for other places.

[00:12:39] How did you actually move into that?

[00:12:42] Because that could be a very scary thing for a lot of people that you're going

[00:12:45] from a guaranteed check every couple of weeks to where now I'm getting paid.

[00:12:49] You know, I'm basically killing what I eat.

[00:12:52] Yeah. Oh, I like that graphic, but true.

[00:12:57] Yeah. I mean, OK.

[00:13:00] I think that the really lucky thing about being laid off, especially

[00:13:05] I was at a place where there was only 30, 40 team members.

[00:13:08] It was pretty tight knit and leadership team have a really strong network.

[00:13:14] Like it was a nonprofit, but they went through Y Combinator

[00:13:17] and said they just have all these like really cool connections.

[00:13:20] And so when you when I got laid off, like those people felt bad.

[00:13:24] And so they just started sending work to me.

[00:13:27] They're like like they know all these startup founders or other nonprofit people.

[00:13:31] And so, like I just started getting all of this inbound

[00:13:36] like requests for work.

[00:13:38] And so it honestly did not cross my mind like that first couple of days

[00:13:43] when I was like unemployed, I was thinking, oh, it's going to start

[00:13:46] applying for jobs and like I did start applying for jobs.

[00:13:49] And I like thought didn't really even cross my mind.

[00:13:52] But then, yeah, I feel like they kind of just fell into my lap

[00:13:56] and that's really like lucky because of the circumstance.

[00:14:00] Like if you're trying to quit a job to go freelance,

[00:14:02] you kind of have to do it quietly.

[00:14:04] You can't really use your company's network.

[00:14:06] Like it's a little bit more of a dance that you have to do.

[00:14:09] But I feel like super lucky in that sense that like the stars aligned

[00:14:13] and like a lot came kind of came my way, which is really nice.

[00:14:17] And I think there's a little bit more to this

[00:14:19] because I know Sierra quite well.

[00:14:21] There's a little bit more because

[00:14:22] Sierra got offered a job at a really well known huge charity.

[00:14:27] And she turned it down to work with Maria.

[00:14:30] Yeah, I did.

[00:14:33] And that was like a like, you know, in a movie

[00:14:36] and you have like the two ways that you can go.

[00:14:38] And it's like this like a moment of just like that kind of decides everything.

[00:14:42] And I think at that point, Maria and I had been like talking for a few weeks,

[00:14:47] kind of being like crunching the numbers, like are really going to take this risk.

[00:14:51] Now it's getting so excited and then I got this job offer, which like was cool.

[00:14:55] But it was kind of like, I've already done that.

[00:14:57] Like I've already like worked in house, like at a nonprofit done these things.

[00:15:01] I know I can do an OK job at it.

[00:15:04] But like this opportunity to like work with Maria again

[00:15:07] and like have a new challenge and have this new experience

[00:15:11] was just like too big of an opportunity to pass up.

[00:15:14] But it was a little bit of a battle.

[00:15:15] Like for a minute, I was like, I could work with them part time

[00:15:18] and like, you know, maybe make it work.

[00:15:20] But Maria like she also inspired me because she's like, I'm going to quit my job.

[00:15:25] Like I'm going all in.

[00:15:26] So I was like, I guess I have to go all in all into.

[00:15:29] But you know, you were you were also really up front with me too.

[00:15:32] Like asking me to help out and join you.

[00:15:36] You had told me from the get go, you're like, hey, just so you know,

[00:15:39] you know, I submitted this application.

[00:15:40] So it was like I was not blindsided, you know?

[00:15:43] And I think that just made it overall like so much

[00:15:47] easier to navigate, at least on my end.

[00:15:50] So Maria, one of the things that both of you have said repeatedly

[00:15:53] is that just working with each other is like the greatest thing ever.

[00:15:58] And you made a point that, you know, you guys are a partnership.

[00:16:01] And right now we're in a time where solo pernurship is like a buzzword.

[00:16:06] So many people are, you know, I don't want to work with other people.

[00:16:09] You know, I just, you know, I don't want to have employees.

[00:16:12] I don't want to have partners.

[00:16:13] I just, I just want to do my own thing and report only to myself.

[00:16:18] And there are definitely, you know, some advantages of that.

[00:16:20] But you guys really are leaning into the partnership.

[00:16:24] So if you could just talk about why partnership for you is working so well,

[00:16:28] because as I said, you've said multiple times that it's about working with each other.

[00:16:32] That that is what drew you to to send it.

[00:16:35] Like you said, Rob, there's definitely, you know, positives to that to working alone.

[00:16:40] I think you get to dictate or decide how things go all the time.

[00:16:45] But I think where we really like the partnership or where I really like it

[00:16:49] is having never started my own business.

[00:16:52] And that's something that was always on my mind, like, oh, it'd be so cool to do my own thing.

[00:16:56] I just have no idea where to even start.

[00:17:00] Sierra, correct me if I'm wrong.

[00:17:01] I don't think you had started your own business.

[00:17:02] Maybe you were freelancing, but nothing like this.

[00:17:05] And so we were both together kind of like, you know, we're not sure how to do this,

[00:17:10] but we're just going to do it anyway.

[00:17:12] And and we kind of just decided to do it that way.

[00:17:15] And you figure things out along the way.

[00:17:17] But having someone there next to you to to bounce ideas off or maybe navigate,

[00:17:22] you know, the the the rough waters

[00:17:26] together makes it so much better.

[00:17:29] Even, you know, like, for example, and this might be a silly example,

[00:17:32] getting an email that's kind of vaguely worded, you're like,

[00:17:36] are they are they upset?

[00:17:38] Are they just non emotional about this and having someone to be like,

[00:17:43] am I reading into this or like, you know, or how would you respond?

[00:17:46] Tiny, tiny things like that make a big difference in the end.

[00:17:52] So, you know, and being friends, I think the benefit to that too was

[00:17:56] we weren't just friends.

[00:17:57] We had worked together previously, so we had a really good

[00:18:01] working relationship to begin with, because I'm sure there's partnerships

[00:18:05] where, you know, things don't work out or you realize, oh,

[00:18:08] this person really is not holding up their end.

[00:18:11] So yeah, there are nuances, but for us, I think having each other

[00:18:17] to lean on for support and even motivating each other

[00:18:21] has been super, super fun and super helpful.

[00:18:24] Just just to follow up to that, you guys have been friends now

[00:18:27] for five, going on six years.

[00:18:30] So, you know, you started off as coworkers and you became work friends

[00:18:34] and then it sounds like you became friends who worked together

[00:18:37] and then just friends and now back to friends who have actually started

[00:18:41] a business and, you know, in a partnership.

[00:18:44] So could you just talk about what was that transition from just being

[00:18:47] friends to where now you actually are business owners in a partnership,

[00:18:52] you know, with each other, you know, whether the dynamics around that.

[00:18:55] Oh, I don't know that much has changed in terms of like the friendship.

[00:19:00] It's only gotten stronger.

[00:19:01] I think for the beginning also, I'll say the job we had together where we met.

[00:19:06] There was a lot of space to be silly and, you know, have a lot of personality

[00:19:11] in the work we put out.

[00:19:12] And so in that sense, we were able to be friends before coworkers,

[00:19:19] if that makes sense, or at least keep that like silly spirit alive

[00:19:22] the whole time and we've taken that into the work we do now.

[00:19:27] So in that sense, the friendship only got stronger as far as like being business partners.

[00:19:33] I think something we did really well was knowing we were friends

[00:19:36] and having heard stories of partnerships failing and all of that.

[00:19:39] We were really upfront with each other in the beginning

[00:19:41] and just kind of promised ourselves we'd be vulnerable and honest

[00:19:45] if anything ever came up and we've held true to that.

[00:19:49] I think that's an important step in any partnership.

[00:19:52] I agree with everything you said.

[00:19:55] The things you reminded me of is our work culture at the museum we worked at.

[00:20:01] Like we both had different bosses, but they were so cool.

[00:20:06] And like they really created this culture of just like we can be friends.

[00:20:12] We can have fun and then we can also be accountable to the work that we do.

[00:20:17] And so we really kind of had that foundation.

[00:20:19] I think we've carried on like a lot of things we learned in that workplace,

[00:20:23] like into what we do at Send It.

[00:20:25] We're like our first value is just to like have fun and like be silly.

[00:20:29] And like because if you're not having fun with the work you do,

[00:20:32] like what's the point of what's the point?

[00:20:34] You know, like we get to control that.

[00:20:37] And so I agree, like we have kind of stayed true to that

[00:20:40] like friends first approach, you know, like which I don't know

[00:20:46] if we had an HR department, maybe they'd have something to say about that.

[00:20:49] But so far just being able to be honest with each other and like talk things out

[00:20:54] like just how friends would have served us like pretty well

[00:20:57] and like building a good partnership.

[00:21:00] You mentioned Maria that Sierra was really good with like the editing

[00:21:05] and you mentioned Premier Pro and you I've been watching your videos

[00:21:10] since you both started and it's not that I'm a creep.

[00:21:14] Sierra and I related.

[00:21:16] So I've been very familiar with both of your both of your work since the beginning.

[00:21:22] And what you bring Maria is you bring like a really good presence

[00:21:27] when when you're on camera and Sierra, you do the same.

[00:21:30] But you didn't have any.

[00:21:34] So I'm really good.

[00:21:35] But Sierra brings like all of this editing background.

[00:21:40] She's got the technical chops for creating the videos and stuff.

[00:21:44] And at first, Maria, that was all new to you.

[00:21:47] But how do you guys when you start a business, how do you define your scopes?

[00:21:53] It varied a lot per project.

[00:21:57] I think naturally knowing how we worked, we did split up the work a lot

[00:22:02] that way where, you know, I'd be like, oh, I have no problem filming

[00:22:04] or doing the voiceover.

[00:22:06] And then Sierra would take on the edits.

[00:22:08] At that point, starting the business, I had some editing skills,

[00:22:12] which is funny because Sierra initially when we first met, I was like, oh,

[00:22:16] I would love to learn how to video edit.

[00:22:18] And she loved having me on camera so much as like, no, don't waste your time.

[00:22:21] You need to be the face of the videos.

[00:22:24] And I'll take on that anywhere.

[00:22:26] And I didn't listen.

[00:22:28] No, I was wrong.

[00:22:30] Imagine if you didn't know how to edit now, like that would be crazy.

[00:22:35] In that sense, I could support her.

[00:22:37] Like, you know, she didn't have to do all the video editing work luckily,

[00:22:40] but she was taking on all the complex ones.

[00:22:43] Yeah, I would say it's become more even over time.

[00:22:45] We have had to like somewhat maybe split the work or have like one person

[00:22:51] assigned more so to one client and another person to another just so we

[00:22:54] could knock out the work faster that way.

[00:22:58] Would you say that's true?

[00:22:59] It's changed.

[00:23:00] Yeah, definitely evolved.

[00:23:01] I would say, yeah, Maria has caught up.

[00:23:03] Like, I've literally been editing video for 10 years and I don't understand

[00:23:08] how Maria has learned the things she has so quickly.

[00:23:12] But so now it's like really like it's a toss up whoever like we're both

[00:23:17] going to do a good quality job when it comes to video editing.

[00:23:21] I think there's other things like for if we need to make like a design

[00:23:26] or something that like involves some kind of a design I like that goes to

[00:23:31] Maria because she just like she's an incredible artist.

[00:23:34] Like she has an eye for those things and I do not.

[00:23:38] But then for things like for really making a strategy, like I'm more addicted

[00:23:42] to social media and so like I see more of the of the trends and stuff.

[00:23:46] And so like I'll kind of help lead like the strategy conversation

[00:23:50] and Maria comes in and like helps too.

[00:23:52] But like we kind of will split things up that way where it's like,

[00:23:56] hey, this is something I'm really interested in or like I actually

[00:23:59] already have ideas on this project.

[00:24:01] Like I'm going to take it on and then the other one like takes the other stuff.

[00:24:05] And there's things behind the scenes too, like, you know,

[00:24:08] setting up appointments with the CPA leading those conversations,

[00:24:11] tracking our finances, etc., etc.

[00:24:15] The work does end up balancing out even with video editing now

[00:24:18] that we split it up a little bit more evenly.

[00:24:20] We together will be like, oh, you know, since we have different interests,

[00:24:25] we'll split videos, specific content topics that way.

[00:24:30] Let's say that you have, you know, someone who's watching and he's like,

[00:24:34] you know, that I love how it sounds like they love working with each other

[00:24:39] and social media.

[00:24:40] I really am addicted to social media, but what is being a social

[00:24:44] media manager actually mean?

[00:24:45] Could could you could you tell our audience just, you know,

[00:24:49] what your process looks like for a museum,

[00:24:54] you know, coming to you and saying, hey, we need some help, help.

[00:24:59] You know, what does that look like for you guys?

[00:25:02] I think it varies a lot.

[00:25:04] The term social media manager can be loaded, I feel like.

[00:25:08] I think it's a job that ends up taking on a lot more

[00:25:11] or it can end up taking on a lot more.

[00:25:14] And I think this I don't think stigma is the word.

[00:25:18] The idea that social media is like, oh, so simple.

[00:25:21] You have fun all the time.

[00:25:22] I think that's slowly going away because initially I think a lot of social

[00:25:26] media managers didn't have support and that people thought it was a very easy job.

[00:25:30] There's a lot to it.

[00:25:31] You're creating content, you're you're working with internal teams

[00:25:34] to produce that content, you're, you know, doing community management

[00:25:38] on the platforms, etc., etc.

[00:25:42] And it'll vary per institution.

[00:25:44] I think some institutions have the capacity to even have a social media

[00:25:49] manager, others do the work between other departments or, you know,

[00:25:54] even one person whose job has nothing to do with social media.

[00:25:58] So it will vary a lot.

[00:26:00] Where we come in has also varied.

[00:26:03] I think broadly speaking, we don't go as into the weeds as someone in

[00:26:09] House might.

[00:26:11] So for the most part, we'll take care of like all the content production,

[00:26:15] laying out a strategy, you know, maybe a schedule for for posting

[00:26:18] said content, but the community aspect of it where you go and reply to

[00:26:23] the comments, engage with people.

[00:26:27] That primarily is something that the people who are actually staff of

[00:26:32] the institution would take care of mainly because they have the knowledge

[00:26:37] and our contracts typically cover more so like the content behind that.

[00:26:42] One time, Maria came up with this like analogy.

[00:26:45] I never know if it's an allergy or metaphor, but that

[00:26:49] Senate social were like a vitamin.

[00:26:51] So we're like supplementing the team that they already have because we're not

[00:26:56] trying to like if say a organization can afford a social media manager,

[00:27:00] we don't want them to hire us and expect us to reply to all the questions

[00:27:05] people get in the DMs and like, you know, delete the one the comments

[00:27:09] that are negative like that's we can't really scale that it's not

[00:27:12] really what we want to spend our time doing.

[00:27:15] What we want to do is like help the existing social media manager

[00:27:19] with the strategy, creating content that's like evergreen.

[00:27:22] That's like really good that we know is going to perform

[00:27:25] because social media manager can't be good at everything.

[00:27:28] They like can't be a master of every platform of every skill

[00:27:32] that like falls under social media.

[00:27:34] And so a lot of times, like if they have the resources,

[00:27:37] they really welcome the help because they recognize like,

[00:27:40] I don't know how to video edit or like, I don't know how to make

[00:27:42] a strategy like in 2023, like I don't know how to use TikTok, right?

[00:27:47] Like there's always usually a weakness.

[00:27:49] And so we kind of have our specialty being short form video

[00:27:55] that's like educational and entertaining.

[00:27:57] And we like try to bring that to existing teams.

[00:28:02] OK, Rob, do you have any more questions about Send It Social?

[00:28:05] Because I kind of like to transition to like maybe some strategies.

[00:28:09] Actually, I do.

[00:28:10] And this actually might get into it because my question is for,

[00:28:14] you know, for anyone who's listening, saying that social media management,

[00:28:17] that sounds really cool.

[00:28:19] That sounds like a cool job to do.

[00:28:21] And you guys have basically have created careers out of this and a business.

[00:28:26] But if you if someone is just wanting to get started in this space,

[00:28:30] like what equipment, you know, what are you shooting your videos on?

[00:28:33] You know, are you using iPhones?

[00:28:35] Are you using, you know, $3,500, you know, DSLRs?

[00:28:39] Are you using $35,000 digital ads?

[00:28:41] I'm being facetious, but not really.

[00:28:44] You know, what is your tech?

[00:28:45] You know, what does someone need to say, I want to do social media management

[00:28:50] for this small organization.

[00:28:53] Here's the equipment that I need to be able to ultimately do some freelance work for them.

[00:28:58] What does that look like?

[00:29:00] I think OK, we joke about this a lot, but make it, you know,

[00:29:05] the jankier the content looks, the better.

[00:29:07] And, you know, of course, there's specifics there.

[00:29:11] But I think with social media, whenever you see a very highly produced

[00:29:15] video as you're scrolling on your feed, you are more than likely going to

[00:29:19] scroll past that, skip it, because those tend to stand out as ads.

[00:29:24] Not always, but they tend to, especially like TikTok, for example.

[00:29:28] So if you can make a video, not that the resolution is bad

[00:29:33] or the audio quality is barely audible.

[00:29:36] But that looks like it was produced at home by, you know, like a real person,

[00:29:40] especially if it's coming from brand.

[00:29:42] People people are more likely to connect at that level

[00:29:47] because people want to see, you know, real humans.

[00:29:49] They want authenticity.

[00:29:51] And so the way you make janky content again, well, what we use,

[00:29:56] we film on our phones for one.

[00:29:59] You don't need very expensive equipment there.

[00:30:02] A smartphone is good enough.

[00:30:04] And even if you have higher quality video, you can make it work.

[00:30:08] You just don't want it to have, again, that super produced feel.

[00:30:12] Mics are a good thing.

[00:30:14] Initially, we struggled a little bit with the sound quality.

[00:30:18] But, you know, when you have a lot of noise around you,

[00:30:20] I think obviously it will help to have a little mic.

[00:30:25] And a tripod, just a phone, phone mount somewhere to set up.

[00:30:31] I think those three basic things

[00:30:35] are just all you need to start.

[00:30:39] I got a shout out, Bodhi.

[00:30:41] He got me some anchor work microphones for the iPhone.

[00:30:48] And they are so good.

[00:30:49] I used one this morning.

[00:30:50] They're so seamless, such good quality.

[00:30:54] I don't know how much you paid for them, but I'd say it was worth it.

[00:30:58] They're so good.

[00:30:59] And we really like that is important.

[00:31:01] Like the video doesn't have to be super high.

[00:31:03] That's like just whatever the like average iPhone shoots.

[00:31:08] But audio, like especially if you're recording.

[00:31:12] Yeah, I don't know.

[00:31:13] We've definitely like learned that audio is more important than we thought.

[00:31:18] And we really have tried to invest in it now.

[00:31:21] For those who are listening and not watching, Bodhi and I

[00:31:25] are really smiling right now because we're podcasters

[00:31:28] and we are audio probably first guys.

[00:31:31] But I've always said this and it's not my saying.

[00:31:35] I've heard other people say this, half of video is audio.

[00:31:39] You can watch grainy video.

[00:31:41] You cannot listen to grainy audio.

[00:31:43] It's just like a psychologically message with your soul.

[00:31:45] So just as a podcaster,

[00:31:48] I'm glad to hear that you leaned into audio relatively early on.

[00:31:53] We will say because like a lot it depends on the platform,

[00:31:57] but like on Instagram, for example, or Facebook,

[00:31:59] a lot of people are watching without audio on,

[00:32:02] but they're the more passive viewers.

[00:32:04] Like they're just kind of scrolling through.

[00:32:06] They're just reading the subtitles.

[00:32:07] That's why we always say add subtitles to any social media video

[00:32:11] if someone can take away one tip.

[00:32:13] But as people spend more and more time on a platform like TikTok,

[00:32:19] like audio is so important because they are not passive.

[00:32:22] They are actively consumed in the content.

[00:32:25] And so that's where I totally agree with what you're saying.

[00:32:28] Audio really matters on social media now on TikTok, especially now.

[00:32:37] This is this is a drum I've beat since the early days for Sierra.

[00:32:42] But that's neither here nor there.

[00:32:44] I'm not going to I'm not going to bring that up.

[00:32:45] Thank you for realizing.

[00:32:49] So let's let's kind of transition a little bit into like trends and strategies.

[00:32:54] So let's if you if you don't mind, Rob and I would like free advice

[00:32:58] for promoting your podcast. Yeah.

[00:33:01] I think it would say make a crap ton of short form videos that are vertical.

[00:33:07] Make them a minute long.

[00:33:09] Pick one or two platforms that you really want to invest in.

[00:33:13] YouTube shorts, TikTok.

[00:33:16] Don't don't feel like you need to just like post everything

[00:33:19] like on every single platform.

[00:33:22] Because if it's just you two working on it,

[00:33:25] you just are not going to have the time you're going to get burnt out.

[00:33:28] And try and think ahead of time

[00:33:31] on on like little bites that you can use that like aren't really longwinded.

[00:33:37] Like think about like, you know, as you're recording,

[00:33:40] saying things that would stand on their own.

[00:33:43] Because like a lot of times in like the long form formats,

[00:33:46] like you can kind of get caught in that trap of like things

[00:33:48] needing more context or like not being that interesting

[00:33:52] unless you know the full story.

[00:33:54] And so if you can kind of plan that into your pre production,

[00:33:57] where you say like, hey, I want the segment to be rapid fire.

[00:34:00] I want to say some sensationalized things like things

[00:34:03] that are really going to grab people's attention on social media.

[00:34:06] You should really you should really do that and have those assets

[00:34:10] so then you can use them on one of your priority platforms.

[00:34:15] And then over time, you can tell people,

[00:34:17] hey, there's a longer version of this.

[00:34:19] Go check out our podcast, Lincoln bio,

[00:34:22] but you don't want to have that be in every post

[00:34:26] because ads things are super promotion.

[00:34:32] Don't don't really work.

[00:34:33] They kind of turn people off.

[00:34:35] And so you really want to focus on like providing value and short quips

[00:34:38] and then trusting that the audience will migrate over over time.

[00:34:43] I have seen like a trend lately where people will even grab

[00:34:47] the most interesting frame from some random video

[00:34:50] and they put at the beginning of their video

[00:34:52] and it might not even have anything to do with their video,

[00:34:55] but it's already hooked their audience.

[00:34:57] And then they're like, right, so then blah, blah, blah.

[00:34:59] And then they go into a completely different story.

[00:35:02] You know, just keeping in mind that attention span on social media

[00:35:06] is really short because you can very easily swipe away.

[00:35:10] So you want those first like two, three seconds of your video

[00:35:12] to have the most sensationalized part, the most interesting part.

[00:35:19] Yeah, that's that's a big, big point to make for social media.

[00:35:23] Short form videos at least.

[00:35:25] So one of the things you guys said is that you don't necessarily have to be everywhere,

[00:35:30] but you definitely want to be a place or two, maybe three.

[00:35:34] What are your favorites?

[00:35:35] What's what's hot right now in your space as far as social media is concerned?

[00:35:41] Personally, I love Instagram and TikTok.

[00:35:45] Instagram Reels did somewhat, you know, kind of lean into what TikTok was doing.

[00:35:49] And you'll see a lot of the same things on TikTok, like all the trends

[00:35:52] they hop on over to Instagram Reels.

[00:35:56] But I think those are really good ones to start with, I think,

[00:36:01] for like getting a feel for what your audience might want.

[00:36:04] TikTok is particularly good for reaching younger audiences

[00:36:09] and something interesting about TikTok right now.

[00:36:12] And it's becoming like a hot new thing with TikTok is that people are using it as a search engine.

[00:36:17] So it's a really good place to be discovered.

[00:36:20] People will type instead of going to Google.

[00:36:22] I think it's Gen Z, mainly, of course, that is typing into TikTok,

[00:36:26] like searching, you know, places to go over the weekend or whatever it might be.

[00:36:30] And if your video has really good SEO, you'll pop up.

[00:36:35] So that's a really good place to get discovered, I would say, TikTok.

[00:36:40] I agree with Maria for for especially if you're making the videos

[00:36:44] and you're just trying to be discovered.

[00:36:46] And Instagram has gotten better recently about discoverability.

[00:36:52] Like we started our Instagram this year and got most of our followers

[00:36:57] from one video because the algorithm just pushed it out,

[00:37:00] just like how the TikTok for you page would.

[00:37:02] And so there's definitely like the potential there more so than there was on

[00:37:05] Instagram like a year or two ago, you basically like had to have an audience

[00:37:09] like that is really hard to grow one from scratch.

[00:37:13] But then the one that would add on to those recommendations are is LinkedIn.

[00:37:18] LinkedIn is we're all about LinkedIn right now.

[00:37:23] This is less for those video posts, but we'd really recommend

[00:37:27] like podcast hosts, building a personal brand because you can go

[00:37:32] and add people to your network.

[00:37:33] It's like a follow for follow situation.

[00:37:35] Go find people who are, you know, people who are rising creators

[00:37:41] and they want advice in the space.

[00:37:42] Like there's so many of them.

[00:37:44] Most people 99% of people on LinkedIn aren't posting.

[00:37:48] They're just lurking.

[00:37:49] And so it's like the hottest platform right now to really be discovered.

[00:37:55] You just have to kind of like bite the bite the bullet and like feel a little

[00:37:59] bit cringy.

[00:38:00] But if you start adding people that like you think could be good listeners

[00:38:04] and then they see your posts, like there's like a pretty high

[00:38:07] likelihood that they'll migrate over to your podcasts.

[00:38:11] I think I think you have to put a little and really just a little

[00:38:16] effort into LinkedIn to stand out.

[00:38:18] And the cool thing is it's not a pretty platform.

[00:38:21] Like it's not, you know, Instagram people don't spend hours scrolling,

[00:38:26] etc.

[00:38:27] But for that same reason, it's very easy to stand out because not many

[00:38:32] people like it, I think.

[00:38:35] And so even minimal posting, you know, once a week, if you can try that,

[00:38:40] will make you stand out, set yourself as a creator, put creator mode on there

[00:38:44] that will make it so that your posts are more discoverable.

[00:38:48] And you can easily start, you know, discovering or people will discover

[00:38:52] you that way.

[00:38:53] If you start contributing to articles on there, you can easily have a little

[00:38:56] badge on your profile that says you're a top voice in marketing.

[00:39:00] If you're, you know, writing comments on marketing articles.

[00:39:04] Um, yeah, it's not just a job search platform.

[00:39:07] And I think people are, you know, catching onto that now.

[00:39:10] Um, and it may not be pretty, but you can do a lot with it.

[00:39:14] So I'm gonna, I'm gonna go left again with LinkedIn.

[00:39:18] You have to look at it.

[00:39:19] Well, I'm not on there for me.

[00:39:21] I'm on there for my audience.

[00:39:23] So it's not about what am I consuming on LinkedIn is about what am I

[00:39:27] creating and putting on LinkedIn that might draw someone in to, you know,

[00:39:31] to my story to this interest in something that I have to say by way of

[00:39:35] well, if you're interested in these three things that I'm interested in,

[00:39:37] there's a good chance that you're interested in the fourth thing

[00:39:39] that I have a podcast on.

[00:39:41] There's a good opportunity that person, if they're rocking with me

[00:39:43] on these other three things, they may only go check this out

[00:39:46] because it's something that is related to what they're interested in.

[00:39:49] So it moves it from LinkedIn being for me to LinkedIn being for them.

[00:39:54] And then when I started to think about it in those terms, it's like,

[00:39:56] Oh, it's a lot easier to create content to put on LinkedIn

[00:39:59] because it's not for me at this point.

[00:40:00] It's for somebody else that might be someone else.

[00:40:02] I'm good.

[00:40:03] So that's just what I thought.

[00:40:04] I wanted to get you guys's take on that since this is what you do.

[00:40:07] Am I just all over the map on that?

[00:40:08] Or does that sound like that's a solid strategy?

[00:40:11] I think that's exactly it.

[00:40:13] And I actually feel like I turned around on LinkedIn right at that

[00:40:16] same six month mark ago.

[00:40:20] Yeah, because it is kind of, I mean, if you're using it just to be like,

[00:40:22] Oh, you know, I have to write everything on my resume again and all these four.

[00:40:26] It's there's nothing fun about that.

[00:40:29] But people are very willing to connect on there.

[00:40:32] So I think that's an excellent way of looking at it, Rob.

[00:40:36] Talk a little bit about because you guys are two parts to one company.

[00:40:41] How do you use LinkedIn?

[00:40:42] Or how to use anything for your personal branding to become an expert in a space?

[00:40:51] Yeah, we really in the last few months realized like personal branding has

[00:40:55] to be like at the forefront of our strategy for for sales.

[00:41:01] And it was LinkedIn because that's kind of like the most no-brainer

[00:41:05] of a platform to start developing both of ours.

[00:41:09] And we do have kind of a cohesive presence.

[00:41:11] Like we both have a similar like background image and kind of like have

[00:41:16] have a couple of things that show like, you know, we're the same company.

[00:41:19] But we also have our different takes, you know, like our different

[00:41:23] are different flares on things.

[00:41:25] And so it's kind of fun to like find our voices like within the company.

[00:41:29] But outside of LinkedIn, we spoke at a conference

[00:41:33] and that was like our first big like big moment.

[00:41:37] And we really kind of we were in, you know, it's our faces

[00:41:42] in this long video that we made.

[00:41:44] And we really saw that as like a big personal branding opportunity

[00:41:47] because we like, yeah, we really put ourselves out there

[00:41:51] and like try to position ourselves as thought leaders in the industry.

[00:41:55] And so we want to kind of do more stuff like that

[00:41:57] to just really like build trust with our with our audience.

[00:42:02] So I think that's the only ways that we've really explored

[00:42:06] so far conference. Yeah. Right. Yeah.

[00:42:11] In your business, do you actually coach your your your clients

[00:42:17] that in addition to what they're doing on there and I'm doing the air

[00:42:21] quotes for who who who cannot see me right now on their actual

[00:42:26] corporate or, you know, or nonprofit

[00:42:30] museum pages that they too should be creating personal brands

[00:42:33] where they talk about the stuff that they do for museums?

[00:42:36] Is that is that important?

[00:42:38] Or is that something that you teach or preach?

[00:42:40] We haven't gone that far, but that's not a bad idea.

[00:42:43] That's that's definitely a route you can take.

[00:42:46] Yeah, no, for the most part, we're very focused on

[00:42:49] on the broader mission from the main account.

[00:42:53] Yeah, we've done with a little bit.

[00:42:56] And yeah, personal branding, we're not experts on like that's really

[00:43:00] not our like domain.

[00:43:01] We've taken a class from someone who is a personal branding expert.

[00:43:05] But yeah, I can see that maybe becoming like a branch off

[00:43:10] because like, you know, CEOs of museums or presidents and stuff.

[00:43:15] Like there is a lot of opportunity there for them to be posting on LinkedIn,

[00:43:18] like getting getting donors that way, like building a great building

[00:43:23] a personal brand. But it's kind of like it would be like a different branch

[00:43:26] of Sunday social that doesn't exist yet.

[00:43:29] But maybe one day.

[00:43:31] Yeah, a lot of potential there.

[00:43:34] Well, excellent. We're coming up on our time here today.

[00:43:37] I do want to give you both an opportunity to give just one tip

[00:43:41] that you haven't already given to young folks out there or old folks

[00:43:46] anybody who's wanting to create a new project, whether that be a book

[00:43:50] or they want to write an article for something they want to do an essay.

[00:43:54] They want to become social media stars.

[00:43:56] What is the one thing, Maria, that you would tell them to do?

[00:44:01] Send it. It's in our name.

[00:44:05] It's it's it's our, you know, our company name for a reason.

[00:44:10] The motto we live by is literally just send it.

[00:44:13] I think the best way to do something is to just try it.

[00:44:16] Go for it, experiment. That's what we did.

[00:44:19] That's essentially what we're doing now that we're doing more of the personal

[00:44:21] branding thing for ourselves. We're just trying things out.

[00:44:26] Yeah, go for it. You'll learn along the way.

[00:44:28] You'll you'll be open to adjusting things, but just do it.

[00:44:33] Yeah, just send it. Let me not get in trouble.

[00:44:37] And do you have anything to add to that, Sierra?

[00:44:40] Yeah, no, I'm doubling down on the send it.

[00:44:43] I also say like it's so easy to be in that like analysis, paralysis

[00:44:48] phase, like I've wanted to make YouTube videos or wanted to create

[00:44:53] since like high school and I just would start, start, start things

[00:44:57] think over, think it, be too nervous about what people would think.

[00:45:01] Delete it, you know, like I did that for years and like it wasn't until

[00:45:07] like we started working together and also having an accountability partner.

[00:45:11] Right? Like if I tell Maria, I'm going to make something like I'm going to make

[00:45:14] it versus by just telling myself it's a lot easier to just like not.

[00:45:18] So maybe that's like another tip. It's like find someone, maybe someone else

[00:45:21] who's like an aspiring creator and like make a commitment to each other.

[00:45:26] Like, Hey, by the state, I'm just going to send it.

[00:45:29] It doesn't matter.

[00:45:29] Like if it's not going to be the best thing you ever make,

[00:45:32] because like the only way to get better is to keep making stuff.

[00:45:35] Rob, Rob has a really good and I won't steal it from you, Rob,

[00:45:39] but you have a really good saying about what you make today

[00:45:43] is not going to be as good as what you make.

[00:45:45] I just stole it.

[00:45:47] That what you do most is that what you'll do best.

[00:45:50] So if you want to get better at doing anything, do it.

[00:45:54] Yeah, yeah.

[00:45:55] You want to you want to shoot?

[00:45:56] You want to shoot the basketball better, shoot basketball is more.

[00:45:59] You want to drive better, drive more, you know,

[00:46:01] basically do the thing that you want to be better at

[00:46:04] because the more you do something, the better you get.

[00:46:07] Day one, not one day is what my brother told me.

[00:46:10] It's like just started now.

[00:46:14] Dang, so many lies quotes.

[00:46:17] So I before we wrap it up, I just want to give you guys,

[00:46:21] you know, one last opportunity.

[00:46:22] If there's anything about send it social media.

[00:46:25] That you want to make sure that our audience knows about what you guys do.

[00:46:30] Here is your opportunity.

[00:46:34] We help museums tell better stories online,

[00:46:37] make a bigger impact through social media.

[00:46:40] So hire us if you work at a museum, please.

[00:46:44] How would they find you?

[00:46:45] What's your website?

[00:46:47] You can go to send it social media dot com.

[00:46:52] Or find us on Instagram at send it social media.

[00:46:57] Excellent.

[00:46:58] Well, I'm going to get a little sappy here

[00:47:01] because I've been watching you guys for the last,

[00:47:04] I don't know, five, five years, five years has it been.

[00:47:07] Anyway, since the day of the dead video, you guys have grown

[00:47:10] and I'm so happy to know that you guys are working together

[00:47:13] and I'm very proud of you.

[00:47:14] So I hope you all nothing but success, mostly because, you know,

[00:47:19] in my old age, somebody's got to take care of me.

[00:47:23] And that that's going to be Maria.

[00:47:26] Surprise.

[00:47:29] Thank you, thank you.

[00:47:32] Yeah, it was absolutely a pleasure having you guys on.

[00:47:35] Thank you so much for spending the hour with us

[00:47:38] to just talk about what you do.

[00:47:40] And more importantly, why you do it,

[00:47:42] which is I think what we want to get out on this type of show.

[00:47:45] It's not just, you know, not just here's tip one,

[00:47:48] tip two, tip three of here's how you do these things.

[00:47:51] But we really dug into, I believe, why you do it.

[00:47:55] You know, why it's satisfying for you.

[00:47:57] And this really interesting conversation.

[00:47:59] So thank you so much for joining us.

[00:48:00] Wow, thank you for having us.

[00:48:02] This was so much fun.

[00:48:03] It was so fun.

[00:48:04] Thank you.

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