Thread by @neonfiona

Thread on the inaccuracies in Emily's career in social media marketing, from a social media marketer. Because if I don't do it, I'll just have to keep things to myself and that isn't how social media marketers work. #EmilyInParis

Starting with the obvious but a personal Instagram account simply would not gain 20k followers in a few weeks just from badly framed and unedited photos of her life in Paris.

Episode 1 was mostly harmless as it set things up, but episode 2:
- She includes "googling a product" as part of a social media campaign. Google is not part of social media.

- Emily boasts about marketing a vaccine that then increased tourism to the Virgin Islands. That isn't a success for a vaccine company??? Flights to the Virgin Islands would not be a KPI for a vaccine campaign???

- Emily also complains about not being able to work a luxury beauty brand, instead being put onto a pharmaceutical product. Which makes COMPLETE sense considering she comes from a background in pharma. So chill out and do your job.

- She tries to make a political point on her Instagram (fair) but uses her CLIENT'S PRODUCT IN THE IMAGE TO DO SO. God you would get reprimanded so fast for that if you were client-facing, so really not a move you should pull as the already disliked newbie lol

Episode 3 baybeeee
- Emily attends a shoot to "get content for social". Instead she films a few seconds of an unplanned interview with the model and gets nO OTHER CONTENT.

Then she, as a fairly junior member of the agency, tells the client their whole campaign is wrong.

- Her point is valid (oooh is it #sexistorsexy) but you discuss it with the campaign lead (in this case Sylvie). And also discuss it before entire camera crews, models, venue hire etc have been sorted. And not around the client. Valid point, save it for the next campaign.

- Emily does continuously act out of line by directly approaching the client instead of going through protocol and discussing new concepts with her team, so I won't mention it every time but it happens a LOT. You need to pitch as an agency, not as the perky American import.

Episode 4 is harmless aside from the aforementioned going behind her agency's back to pitch ideas big and small to clients lol

Ep 5 OH BOY HERE WE GOOOO IT'S THE INFLUENCER EPISODE & I'M SO ANNOYED BY EVERYTHING

Emily is invited to an influencer lunch (for the same day!) via an Instagram DM from the brand. Influencer campaigns (+ influencers used in them) are planned weeks (sometimes months) in advance.

Invites are very rarely sent via DM. The closest is the brand reaching out via DM for an email, and then organising it there.

Anyway, the DRAMA comes from the fact that this brand is an ex-client of Emily's agency (and a competitor) and EMILY STILL THINKS IT'S OKAY TO GO?

(The next parts are relevant for brands that are good at influencer marketing - I know there are some trash brands out there who might behave this way, but also this very high-end brand that previously had an agency probably wouldn't behave this way)

- Influencers aren't typically treated differently by brands at influencer events based on followers. Most staff wouldn't know attendee follower account, and if they did it's a Bad Idea to treat anyone with influence poorly (esp since that can grow)

- Emily is told to post at least ten posts due to her "low reach". Followers don't equal reach, so unless she sent them a media kit (over DM???) they wouldn't know her reach.

- Brands cannot (or should not) demand that influencers post from events, unless those influencers are being paid or it was written into a contract or as a condition for attending.

You invite strategically, you gift, you treat them well, and you hope for the best.

- The CMO (Chief Marketing Officer) of a major brand simply wouldn't be at an influencer event.

- The CMO wouldn't ask for a micro influencer to be a Brand Ambassador.

- The CMO wouldn't get LUNCH THE NEXT DAY WITH A MICRO INFLUENCER. Not worth their time. Send someone else.

I know I said I wouldn't comment every time she overstepped in the office but she just pitched PLACING A MATTRESS IN THE LOUVRE WITHOUT ANY RESEARCH. THAT WILL NOT HAPPEN. THIS IS WHY U CHECK WITH UR TEAM FIRST INSTEAD OF GETTING THE CLIENT'S HOPES UP

- Emily having the nerve to be surprised when her boss is mad she’s posting competitor content for free as an influencer girl come ON

- A mattress company with Emily’s agency want Emily to drive an influencer-based campaign by posting about a pop-up event first.

A major mistake many brands make is assuming an influencer’s audience reflects them/their content. It ruins influencer campaigns.

For example, if an influencer who posts many bikini photos she might seem like a great fit for a swimwear brand. But her audience might actually be 80% men. Who won’t buy the bikini. So a waste of budget from a brand perspective.

Similarly, Emily has 20k followers. But from the basic content and English captions it’s pretty safe to assume her audience aren’t French, let alone Parisian. So they can’t go to this pop-up event she’s promoting.

Her followers are also probably not in the tax bracket that can afford a high-end mattress, as her content doesn’t focus on the luxury brands and events she frequents. Basically, an awful pick for this campaign.

Episode 6 is largely inoffensive on the social media front (needed a break after the influencer marketing rage in ep 5). Just ol’ Em overstepping boundaries by approaching clients inappropriately and being wildly entitled in the office as always.

Episode 7 she’s babysitting a celebrity who’s repping a client which can be part of the role, but it does make me generally wonder WHO IS ACTUALLY DOING THE SOCIAL MEDIA MARKETING?

Working on 5 clients (who she roughly seems to have) at an agency is a HEAVY workload. Who is creating content calendars, writing reports, scheduling posts, etc. Does she have a junior she’s able to delegate smaller tasks to? Even then she’d need to review and MAKE IT MAKE SENSE

- Emily posting to a brand’s Instagram right after taking the photo is the LEAST believable thing.

You’d take the photo, write the copy, in her case get approved by a senior bc she’s new, send to client, probably go through amends, and THEN post.

Episode 8 has no work content, aside from the following convo:

Person: Will Savoir (your agency) take on my family business as a client?
Emily, a junior without talking to anybody at the agency: OMG, yes, of course!

Emily then takes it to her team and they're like "what's their turnover? What's their brand identity? Tell us anything about them?" and her only answer is "I'm friends with the owner's daughter 🥺🙈🧚‍♂️" IF IT IS NOT CLEAR THIS ISN'T HOW NEW BIZ WORKS

Episodes 9 & 10 have the same work plot so:

- If you're proposing a client change their entire brand image, it is not done on a whim. You present a deck that is PACKED with research, data and thoroughly thought out concepts with clear steps & timelines for execution.

- Additionally, if you're proposing a campaign to a client (again, which would happen as an agency not just on a whim gdi Emily) it would be based on research. With timelines. And it wouldn't be tacky like that gd spray one.

- You don't visit clients in their homes. Like, ever.

And that's a wrap on season 1 of #EmilyInParis from a social media marketer's perspective! If you're interested in social media marketing in general then I have a Business Boy account all about it! Ur welc ✌️ instagram.com/itsbrightcactus