What are the qualifications for entering the social media space? American Express’s social media communications manager, Brooke Ihnat, recently told students about her career journey, the challenges she encountered, and her top tips for surviving in this industry. Any student who aspires to have a cool job in communications can learn a lot from Brooke’s amazing journey.
Brooke had a strong interest in public relations when she first started her career. She joked, “I blame Samantha from Sex and the City,” explaining how she once believed that public relations was her ideal career. Brooke ended up in a public relations internship after studying media at Western and earning a post-graduate degree in professional communications at Ryerson (now TMU). However, she came to the realization that boutique PR was not for her as she evolved through her journey.
She quickly got a job at American Express, which, to her surprise, is a bank. Brooke’s career took a different turn when she joined AMEX’s marketing and advertising team after having previously worked in internal communications. She said, “That’s where I became addicted to the branding industry.” She was able to work on some well-known projects as a result of this change, such as the introduction of AMEX’s millennial-focused credit card, the Cobalt Card.
When Brooke describes her regular duties on social media, her passion for what she does is obvious. She said, “I love social’s because no two days are the same.” She alternates between overseeing Twitter community discussions and coming up with ideas for promoting AMEX’s Coachella sponsorship. Her responsibilities include keeping an eye on trends, communicating with influencers, managing several teams, and striking a balance between serious tasks like crisis communications and lighthearted social media involvement.
Finding your voice at work was one of Brooke’s most insightful suggestions. She highlighted “Don’t be scared to speak up, even if you’re new.” “Just have a perspective; you don’t need to be the smartest person in the room.” Noting that senior executives value constructive criticism, she urged students to approach their superiors with well-considered suggestions and criticism.
She also offered helpful advice on how to handle social media content, like how crucial it is to modify posts for various platforms. “We post announcements and have real-time conversations on Twitter, while Instagram is for beautiful, lifestyle-focused content,” she said. Although Brooke and her team use Sprinklr and Airtable to manage content calendars and monitor metrics, she also suggested Canva and Hootsuite as excellent choices for first-time students.
Brooke’s journey from PR dreams to social media success acts as a reminder that it’s acceptable when career choices don’t turn out as planned. Brooke’s story highlights the importance of maintaining curiosity, being adaptable, and finding happiness in your work, regardless of whether you’re looking for a communications position or trying to identify your niche.
“Social media can be hard work,” Brooke admitted, “but it never really feels like work when you’re having fun with it.”
- Sabrina
10/30/24