Welcome back to SOPHIA’S STAMP! This week, we’re diving into the fascinating realm of social media communications, featuring insights from none other than Brooke Inhat, who leads the social media communications team at American Express. With years of experience in the field, Brooke has expertly balanced relevance and professionalism—a crucial skill in corporate communications.
Brooke’s career at American Express began in the brand management team, where she spent four years honing her skills before moving into her current role. As the head of social media communications, her responsibilities include analyzing data and crafting tailored strategies for each platform. In the corporate landscape, being “on trend” is about more than just jumping on the latest craze; it requires thoughtful consideration to ensure that any trend aligns with the brand values and overall image.
For instance, while AMEX may participate in some viral dance trends, it is more likely to leverage popular songs or low-key slideshow trends, maintaining its brand integrity while staying relevant.
One of the key highlights from Brooke’s discussion was the increasing importance of direct engagement with users. Large brands are adopting a more casual tone in their comments—think playful replies on viral TikToks—as a way to cultivate a more approachable and human identity online. For AMEX, this kind of engagement is not just about relatability; it’s also about enhancing customer support and boosting the brand’s awareness and reputation.
Brooke also shared valuable insights on balancing organic content with paid advertising. There’s been a noticeable shift in how brands approach content creation: organic, real-time posts often outperform highly produced, polished ads. For AMEX, Instagram Stories captured on smartphones during events tend to resonate more with audiences than pre-produced content. Today’s audience values authenticity and appreciates the feeling that real people are behind the brand. As for my preference, I prefer to witness the reality behind the scenes rather than the finished, polished ad.
Brooke’s insights offer a practical roadmap for success in social media management, especially in a major corporation like AMEX. From mastering metrics to maintaining brand voice and knowing when to let personality shine, strategic thinking and creativity are essential for anyone aspiring to a career in corporate social media.
She has SOPHIA’S STAMP OF APPROVAL!
I have one more point about guest presenters. It often feels like we’re watching the same video in different formats. Each guest speaker tends to cover the same topics and provide similar tips and tricks. I believe I speak for all students when I say we want to be WOW’d; we want to be impressed. We’re seeking more engaging presenters who can offer insights beyond basic advice.
Stay tuned!