During Social Media Week, Digimind had the chance to catch up with some notable influencers and industry leaders. In this series, we chat one on one with digital media’s best and brightest—this time with Sarah Troncone of Cohn & Wolfe.
Sarah Troncone has seen a lot over the course of her seven years in marketing. Within just the last two years, she's done great work for Saatchi & Saatchi as a Digital Strategist, then Cohn & Wolfe, and now she's prepping to forge her own path as a freelancer—an admirable timeline for a future trailblazer.
During her last days as a agency woman, Sarah attended Digimind's Socialize NYC event in Times Square, where she spoke to us about Social Media Week. Later on, we had the privilege of chatting with her about what she currently does for Cohn & Wolfe.
“I’m a digital director there," she says. "I create strategy and social media campaigns based on insight—and that includes day-to-day content creation, and also overarching strategies for the year.”
As to what she'll be offering as a freelancer, she'll hold onto what she's learned working agency-side in social media, as she considers digital marketing "an integral part of every advertising campaign.”
While the medium is necessary, quality over quantity will be her calling card as an independent contractor. Speaking to the most common misconception brands have when they first come to her, she notes most clients think "you need to be posting all of the time and always be on."
In her estimation, "with ever-changing algorithms and the current state of organic social you need less content and more quality. Quality posts are going to make more of an impact, as opposed to always being on and posting every day.”
To Troncone, the most quality posts are "based on insight”—insight produced by intense planning. “It’s all about setting the KPIs in the beginning...knowing what you want to accomplish with each campaign. Each campaign is going to have different KPIs...each campaign has a different set of goals. Are we looking at ROI, or are we looking at just brand awareness? Are we looking at sales?”
“You need to cater your content to your audience by doing a deep dive into who they are and what they’re sharing through social listening and research—as opposed to jumping onto some trend.”
Troncone's journey with Cohn & Wolfe may be almost finished, but her service crafting boutique, tailor-made content for brands and their audiences is just beginning. We're looking forward to catching up with her again at our next event.