IMI’s Director of Social Media & Content, Bailey Gray, shares his insight about how much social media has changed throughout the years, where he finds inspiration, and advice for anyone who wants to join the agency world.
What do you think is one of the most significant changes in social since you’ve started working in digital marketing?
Having been in social for 10+ years, seeing the decrease of organic reach in content has been one of the most significant. Now seeing it below 1% has been a pretty big change. There’s a constant change to approach and strategy to make sure your voice is heard.
What’s your favorite social channel to use?
Personally, Instagram. Facebook has gotten pretty cluttered and there’s a lot of ads and content I don’t care about. Instagram is visual – short, succinct, and to the point; it’s easier to consume.
How would you describe your communication style? Is it different for clients versus your internal team?
I wouldn’t say there’s a huge difference in my communication style internally versus with clients. Something that’s important to me is the relationships we create with both clients and team members. Being open and building that trust lets us create partnerships, making it easier to collaborate and work toward common goals. I try and be serious and professional when needed, but you might hear me cracking a joke to break the ice as well.
Where do you get your inspiration?
Being a marketer, everything I see, I end up relating back to the strategy behind it. When I see an ad or commercial, I find myself identifying the objective, audience or strategy that went into it. One recently that I thought was well done was the Tide ads during the Super Bowl. They set it up from the beginning by talking about how the clean clothes you see in the ads could relate back to their detergent. It was really smart, because they got in your head, so you were wondering if you were watching a Tide ad every time a commercial came on.
Do you have a weekday morning routine?
Very routine. It doesn’t vary. I wake up at 6:00. Snooze once. I let my dog out, eat breakfast on the couch watching SportsCenter, shave, shower, get dressed, make a cup of coffee, and drive to work. And on my drive to work, I listen to UpFirst (NPR’s daily podcast).
What would you suggest to anyone wanting to enter the agency world for the first time?
It’s important to be flexible and willing to wear a bunch of hats. Agencies present you with a lot of opportunities where you can do way more than simply what your job description is. Be ready for the fast pace!
What’s the best career advice you’ve ever received?
A previous colleague in the hospitality world used to tell me, “Never wrestle with a pig. You both get dirty, but the pig likes it.”
Do you use your social media more, less, or the same since you started working in the industry?
Less. After being connected and in front of my laptop all day, the last thing I want to do is stare at my computer or be on my phone.
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