Social media expert Stephanie Weekes on content creation, mental health and authenticity

By   Hannah Bickerton 3 min read

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Stephanie Weekes is a freelance social media manager, marketing consultant and content creator. She works with brands of all sizes on their strategic approach to social media, as well as content creation and curation, analysis, community management and advertising strategy. Stephanie has previously worked for Casio Electronics and Whole Foods Market, leading brand, PR and digital marketing campaigns. She is now a passionate freelancer in whitefox’s marketing network, supporting authors in asset creation and the management of their social media platforms.

Hi Stephanie! Can you tell us a little bit about yourself and the work you do as a freelance social media manager?

Hi! Absolutely, I’m Stephanie (or Steph), I live in Essex with my little dog Kurtis, and after working in PR and wider brand marketing, I now work for myself as a freelance social media manager. Every day is different and that’s exactly how I like it, from photoshoots one day to writing blog content and formulating ad strategies the next. I help teams and individuals to tell the story of their brand through content.

Where and how do you suggest that authors new to the social media scene start their journey to promote their book?

I would say that the best place to start is by distilling exactly what you want your audience to know about your work, and then formulate that into a set of key messages. It’s then easier to think about how you communicate each of these. You should also think about who you will be talking to, and where they are most likely to already be consuming content, so that you can meet them where they are more organically.

How do you avoid or cope with the negative impacts of using social media, for example, on your mental health?

It’s a tough one. I’d be lying if I said I didn’t have problems switching off from work. I have a variety of tactics for giving myself space, from having an extra phone for work to making sure I get out for a walk with the dog at lunchtime. I can be prone to falling victim to comparison sometimes, but I try to remind myself that social media is very much a highlight reel, and no one is posting about their bad days.

How does working with authors on their social media differ from working with other types of clients?

Authors are highly skilled and practiced storytellers with a strong sense of identity, which can definitely make things easier when it comes to forming a strategy and creating content. When promoting a book there is also a large bank of content to work with and a clear timeline towards launch, which again can help with a cohesive marketing and content calendar.

What are some current and upcoming social media trends that we need to look out for?

Things change across the platforms on an almost hourly basis, so I’m sure whatever I say will be outdated by the time this is live! I think the best advice at the moment is to approach trends in a way that feels authentic to you.

What key advice can you offer independent authors in terms of content creation and keeping their audience engaged?

I would say to think about fostering a community instead of talking at an audience. The people who consume your content and read your work are exactly that; people, and when they engage with you and your work, ask questions or raise queries, it’s an opportunity to embrace the ‘social’ element of social media and start a conversation. When it comes to content creation, you should also keep this front-of-mind and think of ways you can inspire them, entertain them, answer a question or help to solve a problem. 

Hannah Bickerton
Hannah Bickerton
Hannah has worked in marketing for nine years, specialising in strategy development for start-ups and EdTech companies. Having recently jumped across industries to join the Whitefox team, Hannah isn’t a complete stranger to the publishing world with previous employment at Macmillan and TES Global. She is now dedicated to ensuring that anyone who has something interesting to say knows all about whitefox.