Social media for a PR software brand on LinkedIn and X/Twitter
BuzzSumo helps PR and content teams find what is being shared, who wrote it and which journalists to pitch. I ran its LinkedIn and X/Twitter: writing the posts, designing the visuals in Canva, scheduling in Agorapulse and joining the conversations PR people were already having.
- Content creation
- Community management
- Repurposing
- Reporting
posts a week across two platforms
LinkedIn posts a week
posts a week on X/Twitter
client rating on Upwork
Make a research tool sound like a colleague who already did the homework.
The brief
Two feeds, one small team
BuzzSumo had a blog, product videos and a loyal user base of PR and content people. The social feeds needed a steady rhythm and a voice that sounded useful, not salesy. Every post went through the client for approval before it went out.
The rhythm
Same brand, two ways of talking
LinkedIn and X/Twitter
Each platform got its own length, tone and formats.
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Weekly planEvery week
| Platform | Posts | Written for | Formats |
|---|---|---|---|
| 3 to 4 a week | Marketing and PR leads | Guides, customer quotes, feature explainers | |
| X/Twitter | 7 a week | PR and content people in the moment | Trend takes, reposts, #MediaMonitoring, #DigitalPR, #ContentMarketing |
Repurposing
One blog post, many posts
Most content started on the BuzzSumo blog or YouTube. I cut each piece into formats that fit each feed.
Visuals
Banners people could read in one scroll
Designed in Canva in BuzzSumo's blue.
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Community
Show up where PR people talk
Reporting
A report every week
Each week I pulled post performance from Agorapulse and sent what worked, what did not and what to try next. The next week's posts followed that report.
When approvals are slow, the plan has to stay a week ahead.
What I delivered
- Weekly LinkedIn and X/Twitter content
- Canva banners
- Blog and video repurposing
- Hashtag research
- Daily community replies
- Weekly reports
Agboola was always very responsive and dedicated, as well as patient when we as clients were sometimes slow to approve. Agboola always put extra effort into the work to try and find new ways of delivering information to our audience. He has been a pleasure to work alongside.
