First: ouch. Second: you're here, so you must care a little. Here's why you should care a lot.
Most brands treat social like a press release channel. Post the announcement, add a stock photo, ride the brand name coattails. Then wonder why nobody engages—or worse, why leadership keeps asking what the ROI is.
I've spent 10+ years doing the opposite. Figuring out what actually makes people stop scrolling when they have no reason to care, making insider stories interesting to outsiders, and building systems that do it consistently.
Who even cares about Micky Bedell?
WHY HIRE ME?
I was a photojournalist long before I was a strategist, which means I don't just plan content. I make it. So I love the big strategy questions AND the craft of actually pulling them off. Plus I’m also…
award
winning
data
obsessed
creative
AF
story
teller
strategy
nerd
SOCIAL IS THE INDUSTRY.
Yours is secondary.
Everyone's audience is the same: bored humans scrolling for dopamine.
Understanding that audience—knowing what makes them stop scrolling—that's platform instinct. Years of f-ing around and finding out.
If you don’t understand how to compete with cats for attention, your industry expertise won't save you.
Being the outsider can actually be a huge advantage. Sometimes you need someone who asks, "Wait, what does that actually mean?" in meetings. Who forces you to explain your product like you would to your friends, not your coworkers.
I can study your competitors and know your industry in a sprint—and I’ll only get better with time. But knowing why content lives or dies? That took me ten years to build.
Oh, plus: PROFESSIONAL
CAT HERDER
I've managed creative teams for 10+ years. Here's what I believe:
Build systems, not chaos. Nothing kills creativity faster than broken workflows—good structure makes people MORE creative, not less.
Let people disagree. It leads to better work (as long as you don't let it get personal.)
Know enough to give real feedback. People won’t respect your opinions if you don't understand their craft.
Give people problems, not solutions. Creative people want to solve things, not execute your ideas.
Make it safe to fail. You'll never get innovative ideas if people are terrified to flop.
Based on 10+ years of sweet-talking grumpy reporters, simultaneously managing 10+ student creators who had exams, relationships, and existential crises, and helping junior team members flourish.