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Disrupt Yourself Podcast with Whitney Johnson

Jan 14, 2020

My guest today is Claire Diaz-Ortiz, digital strategist and author of the new book Social Media Success for Every Brand. Claire’s journey in social media expertise began as an early user of Twitter, and to put that in perspective, her Twitter handle is @claire. That’s it. No other words, numbers, or symbols. Just @claire.  After effectively using the platform to raise funds and promote awareness for her nonprofit organization, Twitter hired her to help others do the same and proactively make a positive change in the world.

Claire took this experience and successfully pivoted into consulting with startups on their branding and marketing strategy. She would create detailed marketing plans, including a strategic social media presence, but she began to notice an unfortunate trend: many clients firmly believed that their best social media strategy was to have a post “go viral.”

“I think there is this crazy mistaken idea that social media is really only good for, quote on quote, going viral. And that, thus, that is your only strategy when it comes to being on social media….[a]nd it was only after kind of this experience and me thinking through it in my head that I really realized that a clear solution needed to be found.”

Her solution was to create the SHARE model, a social media strategy based on the principles of the StoryBrand marketing framework developed by Donald Miller. SHARE is an acronym for the components of the strategy, and you’ll want to have a pen and paper ready to take notes when Claire outlines it on the podcast today.

Full show notes and links at