Please welcome this week’s 12 Questions Expert Spotlight guest, Social Media Specialist at Informa, Lorenzo Mitil!
Social media and the campaigns that drive brand success are nothing without the people who make things happen! Each week we profile one innovative industry executive and get them to answer 12 questions. Then, we share their insight with you!
This week we had the opportunity to ask our usual 12 questions to New York-based Lorenzo Mitil, a digital marketing professional and photographer specializing in storytelling and social strategy. Here are his answers!
1. Which is your favorite social media platform, and why?
Twitter has to be my favorite platform. I’m not sure where I saw this but I read somewhere you’re only a tweet away from your favorite celebrity or brand. I 100% agree with that statement because I’ve seen it firsthand.
2. What social media platform is used most by your brand/agency?
LinkedIn!
3. In your opinion, what is the future of social media and what platforms will lead the way?
Social Media will continue to grow and change the way people consume content. At this very moment, people are interested in transparency and any platform that is willing to fill that model will succeed and lead the way.
4. Tell us about one social media campaign you liked most this year.
Lemonade Homeowners & Renters Insurance had a campaign launched on Instagram where they came up with the idea to cover random things you’d find in a home in paint, to let you know that they’ve got you covered. What a great example of out-of-the-box thinking.
5. What about the latest campaign your brand or agency was involved in?
Recently, I had a chance to work on a full-event cycle for an event called MUFSO (Multi-Unit Foodservice Operators Conference). The campaign was based on the speakers and leaders in the restaurant industry and their stories connected to their companies.
6. What is the most important thing brands and agencies need to keep in mind, in order to build a successful social media campaign?
Authenticity. People want to understand what the story is and what that means to them. If the social media campaigns are too ‘sponsored’ then they won’t believe in what you’re trying to sell them.
7. In your opinion, what is the most important KPI you look for to determine success on social media?
The most important KPIs, are shares, or tags within a post. If someone shares your post they’re giving a personal recommendation to their personal network.
8. What will be the role of social media in the marketing mix of the future?
I think social media will be the face and pulse of the marketing mix. Social media gives brands/companies a voice and a way to communicate with potential consumers and consumers at a personal level. People spend more time on their phones than they ever did and they will eventually only communicate by mobile devices.
9. What would you say the biggest obstacle faced in social media?
Bot traffic – I think it’s difficult to compete with non-organic traffic. You can have a great creative, authentic story, and still, struggle to compete. Hopefully, Twitter, Facebook, LinkedIn, and Instagram will find a way to minimize this issue.
10. What is one piece of advice you would give someone just starting in the industry?
Start a portfolio early in your career, continue to work on the things that drive you and make a list of your mistakes. I’ve learned that writing down my mistakes helps me remember how I’ve overcome obstacles and pushes me forward.
11. In your opinion, what ad format will lead the future of social media marketing?
Anywhere you can post a video. Videos can be so personal to brands/companies.
12. Finally, what is a ‘Fun Fact’ we wouldn’t find on your social media profiles?
I love buying printed magazines. We live in a digital world so owning the tangible magazine and being able to flip through the pages is great.
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