Hi. I’m Sonja.
I’ve spent my career figuring out how to make people actually care about content.
Sometimes that’s meant building a social media strategy for large, complex organizations like Duke University. Sometimes it’s meant creating content and seeing what works (and what very much does not). More often than not, it’s meant spending lots of time listening to colleagues and members of my audiences, not just beating them over the head with “best practices.”
Before leading social media at Duke, I built a website called Pintester, a humor blog about Pinterest that turned into my full-time business. It gave me real experience about what people pay attention to, what they share, and what they ignore.
Since then, I’ve:
- Built and led social media teams
- Grown audiences and engagement
- Launched video-first strategies and original content series
- Written, edited and produced just about every kind of content there is
Along the way, I’ve learned that most social media advice is either overly complicated, outdated or disconnected from reality.
So now, I focus on what actually works — for you as an individual or brand.
I help organizations and individuals show up effectively on social media through strategy, content and training.
That can include:
I don’t do jargon. I don’t do marketing-speak. I don’t do trend-chasing just for the sake of it. I don’t pretend social media is the answer to life, the universe and everything.
I’m focused on clear thinking, honest insight and practical approaches that you can actually use. No BS.
A few other things:
I’ve lived in Durham, North Carolina most of my life, and I’m a proud double Tar Heel (undergrad + master’s from University of North Carolina at Chapel Hill).
I still love making things just for the fun of it, which, it turns out, is often where the best ideas start.
Ready to chat more?
Contact me! I’d love to get in touch.
