Spear Education.
Spear Education provides comprehensive education for the dental industry. This includes in-person workshops and seminars, virtual seminars, online courses, community forums, and access to best-in-class faculty. As Spear’s Social Media and Influencer Manager, I was responsible for the strategic direction of all social media channels, calendar planning, content creation, copywriting, community management, social listening, employee advocacy, and building influencer relationships.
I was responsible for organic content on Instagram, Facebook, LinkedIn, X, TikTok, and YouTube and paid advertising on Meta and LinkedIn.
Social Media Strategy.
In 2024, my social media strategy resulted in a 246% audience growth and 9.5% increase in engagement rate, year over year.
How did I accomplish this?
Treat Each Channel Differently - Create content unique to each social channel, because each platform is designed differently and has a different audience.
Diversify content - share a mix of video, carousel, educational and fun!
Jump on trends - identifying which trends align with our brand’s values and goals.
Quality Over Quantity - post what our audience cares about, instead of just posting every day, ensures that your content will be seen and engaged with.
Paid Social Advertising.
Since the customer journey is much longer, my paid social strategic approach for Spear was to focus on awareness and prospecting new audiences. 80% of the budget was dedicated to top-of-funnel social ads, with workflows that bring people into email marketing and sales outreach. 20% of the social advertising was retargeting those who’ve visited our website or interacted with our social channels.
Brand Ambassador Program.
When I joined Spear in March 2024, there was no influencer/ambassador program. After learning more about the industry, I was able to identify, vet, and build relationships with ambassadors who could help us meet our business objectives. Our ambassadors are dental professionals who know Spear and have used our services, so they can share truly authentic messaging about their experiences with us.
In addition to evergreen influencer activation, I invited influencers to Spear’s annual Summit event for the first time, including a live correspondent who emceed the event live through Spear’s social media.
Event Marketing
Spear Education holds an annual Summit event for dental professionals, which was only open to certain members in years past. In 2025, the event was held in March and was open to anyone for the first time. This meant we needed to find new, creative ways to reach people within the industry to meet our attendance goals.
I created a social media strategy that included the following:
Pre-Event Promotion: Organic Posts, Geo-Targeted and Industry Targeted Paid Meta Ads, Influencer Activation, Social Media Toolkit
Timeline: November 2024 - March 2025
Organic Metrics: 34 posts, 38.6K Impressions, 5.8% Engagement Rate
Paid Metrics: 19.8K LP Views, $0.54 CPC, 1.08% CTR
During Event Promotion: Organic Posts, Live Influencer Correspondent, Influencer Activation, Sponsor/Exhibitor Videos
Timeline: March 20 - 22, 2025
Organic Metrics: 21 Posts, 15.6K Impressions, 12.6% Engagement Rate, 12.4K Video Views
Influencer Metrics: 30K Impressions, 3.4% Engagement Rate, 32K Video Views
Instagram Live Metrics: 13 Live Videos, 1.1K Video Views