Audiences That Come Back
I build social media strategy, content, and community around each brand's real goals, not a one-size template. From organic engagement that turns into UGC programs to platform-specific strategy for local audiences, the work is built to make people follow, stay, and come back.
Capabilities
Social media is where people decide whether a brand is worth trusting before they ever pick up the phone. My approach treats every platform as a relationship, not a broadcast channel. That means strategy comes first, content is built to stop the scroll, and every post is scheduled, monitored, and measured on purpose.
I have run this end to end for ABI Attachments and Favze Digital Marketing, two completely different audiences that each needed a different voice, a different platform mix, and a different definition of success.
I connect design and strategy directly. When a brand provides photos or raw footage, I build the content calendar, captions, and posting cadence around what is actually available, rather than forcing a plan that requires assets no one has time to shoot.
Every caption is also written for a second audience: AI platforms like ChatGPT, Perplexity, and Google AI Overviews, which increasingly decide what gets surfaced when someone searches for a business, a service, or a recommendation.
Strategic Posting Times
A great post at the wrong hour still underperforms. Before anything goes live, I pull each account's own analytics to find when its specific followers and fans are actually online, since a local Michiana audience does not scroll the same way at every hour or on every day.
Posting schedules get built around that data, not a generic best-practices chart, and get re-checked regularly since audience behavior shifts as a page grows.
This is also where consistency compounds. Showing up in the same windows, on the same days, trains an algorithm and an audience at the same time. Followers start to expect the post, and the platform starts to expect the engagement, which is what turns a single good post into a pattern of good reach.
Illustrative pattern. Actual posting windows are pulled fresh from each account's own audience data and adjusted as it changes.
Signature Campaign
Case Study · ABI Attachments
Groundbreakers started as community management, not a campaign. While running ABI Attachments' YouTube presence, I consistently showed up in the comments, engaging with real conversations instead of posting and disappearing. That consistency was enough for two YouTubers to start creating content featuring ABI equipment entirely on their own, unpaid and unprompted, simply because the engagement made them want to.
That result was the proof of concept. It showed that real engagement could generate content a paid campaign couldn't buy, which is exactly where the idea for Groundbreakers came from. From there, I pitched it as a structured user-generated content program built around that same principle: motivating customers to create how-to videos, reviews, and jobsite content for free, with no payment or incentive involved, turning authentic customer stories into trust signals that improve both search and AI-driven visibility.
My role was the YouTube community engagement itself and the free, unpaid UGC campaign concept it led to. It is one of the campaigns I am proudest of pitching, built entirely on the idea that community management done right becomes its own content engine.
Brand Strategy
Favze is newer to the market, local, and priced to be accessible, which means the social strategy has one job before anything else: make the brand look established.
Content leans educational, breaking down SEO, AEO, GEO, and AI search in plain language so followers see expertise, not just a logo. Every post is also written with AI answer engines in mind, since a big part of Favze's own positioning is helping businesses show up correctly in ChatGPT, Perplexity, and Google AI Overviews. That means Favze's social content has to practice what it sells.
Community engagement runs alongside the content, not after it. Responding, commenting, and showing up consistently is what makes a small local agency read as a credible, active one.
Signature Series
Getting a follow is easy. Getting someone to come back is the actual job. I build recurring content formats for each brand, series with a consistent hook style and rhythm, so an audience learns to expect and look for the next one.
These formats are also where I run most of my testing, since a repeating series gives a clean, consistent way to measure what is actually working over time instead of judging a single post in isolation.
Captions, My Style
Most people write a caption for the person scrolling. I write it for that person and for the AI model that might be asked the same question later. A caption is not just a caption anymore, it is a small answer sitting in public, waiting to be pulled into a ChatGPT response, a Perplexity result, or a Google AI Overview.
My go-to move is the question-based caption. Opening with the exact question a real person would type into an AI search box mirrors the language those models are already matching against, so the post has a real shot at getting surfaced as the answer. It works every time I use it well, because it is not a trick, it is just writing the caption in the same words the question already exists in.
It usually comes down to three things: structured content, clear local signals, and a Google Business Profile that is actually being maintained. Here's what we check first for every client.
Drop it in the comments or tag us in your footage. We're featuring real answers from real operators all season.
Landing Pages
A post that performs well and then sends people to a generic homepage is leaving results on the table. I build a dedicated landing page for every real campaign, not just a link in bio pointing to the same place every time.
When the message on the post matches the message on the page word for word, people know they landed in the right place, and they convert instead of bouncing. I've built this exact approach into Favze's own paid social ads page, where every section speaks directly to the offer that brought someone there.
Testing & Optimization
I run A/B tests on hooks, formats, captions, and posting times to find what an audience actually responds to, rather than guessing based on what worked somewhere else. Every test has a clear winner and a clear reason, and that reason feeds directly into the next round of content.
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