The Moore Agency

Building Connections: How Employee-Centric Storytelling Drove Social Media Success

Leadership In Action

Overview:

Since 2019, I have served as the lead social strategist for Moore’s social media channels, guiding our organic social media presence to better connect with key audiences, including government leaders, C-suite executives, existing / potential clients and employees.

Through strategic oversight of content development, publishing, community management and performance reporting, I have elevated the Moore brand by leveraging social-first assets. These include short-form videos, an employee spotlight series I spearheaded and engaging posts showcasing agency achievements.

Strategic Approach:

Recognizing the vital role organic social media plays in the broader marketing ecosystem, one key pillar of success has been leveraging employees’ networks to amplify reach. By drafting sample posts, sharing updates through our internal communications platform and presenting new content during staff meetings, we’ve successfully encouraged employees to share Moore’s posts across their personal and professional feeds.

This strategy not only broadened Moore’s visibility, but also led to consistently high engagement rates, surpassing industry benchmarks.

Key Results:

Built a thriving online community of over 13,000+ followers across social media channels.

  • Achieved consistent year-over-year engagement growth, with an 8% monthly engagement rate—significantly outperforming the 1–2% industry benchmark.

  • Increased employee participation in content amplification, strengthening brand loyalty and expanding reach.

Individual Contributions:

  • Social Media Strategy: Developed and executed a social media strategy that aligned Moore’s goals with compelling, employee-focused content to drive engagement and brand growth.

  • Content Development and Planning: Planned and created a diverse range of content, from employee spotlights to community-driven stories, ensuring a consistent and engaging social presence.

  • Copywriting: Crafted clear, engaging copy that conveyed Moore’s brand voice, resonating with both internal and external audiences across multiple platforms.

  • Creator Collaborator: Collaborated closely with internal teams and external partners to co-create content that showcased Moore’s culture, leadership and industry impact.

  • Content Publishing: Published high-quality content on a consistent schedule, optimizing for platform-specific performance and maximizing audience reach.

  • Community Management: Managed community engagement by responding to comments, fostering dialogue and cultivating relationships with followers.

  • Data and Analytics: Utilized analytics to track performance, identify trends and refine strategies to continuously improve engagement and reach.