Meet The Team
From Strategy to Success: Inside a Social Media Agency Director’s Life
What inspired you to found The Social Co and how has your vision for the company changed over time?
When we first decided to found the company, it was a totally different time. Video was barely a feature on social platforms, and Facebook was the go-to platform.
We spotted a gap in the market for delivering effective social campaigns to businesses. At the time, we ran a promotions company and were already familiar with using platforms creatively to fill venues and engage users. We believed this expertise would translate well to the business world, and that’s how we got started.
Today, the company is unrecognisable compared to when we began. We’re about to undergo another transformation to drive the business forward, and we’re really excited to share this with everyone
How would you describe the company culture at The Social Co?
I would describe it as fun. creative and friendly. We have an amazing team here and many members of our team have been with us for over 5 years now.
We are currently recruiting to help grow across the business – what key strengths do you look for in people joining the team?
Personally, I look for someone who is willing to learn and has a great attitude.
I believe that with the right mindset and a commitment to put in the hours, anyone can build their knowledge base.
Social media is an ever-changing platform, and it’s impossible to know every detail. Finding someone who wants to become an expert in these areas will benefit them in the long term.
You have worked on hundreds of projects over the past 7+ years, which ones have been your proudest to play a part in?
I think the ones that stand out to me are the Newcastle United x Adidas kit launch, as well as the Hard Rock Café Newcastle launch and our Lusso paid campaign.
I try to approach every campaign with the same mindset: you’re only as good as your last job.
What are the biggest challenges you face in your role and what do you find most rewarding about your job?
The biggest challenge I face is time. I’d love to have more time to dedicate to additional campaigns. This year, we’ve recruited a Head of Strategy to help manage new clients we have lined up for 2025.
The most rewarding part is working with our team to create amazing campaigns. Each team member excels in their own department, and combining their strengths drives outstanding performance.
Outside of work, what do you enjoy doing to switch off from fast-paced agency life?
I don’t think you ever switch off, I am constantly looking at ads when I am out and about. I enjoy the business and it is a huge part of my life.
I would say I enjoy most going to the gym, out with friends, the normal, nothing out of the ordinary. We built our business around creativity and fun, so for me its all a nice blend my work & home life.
The company has recently introduced some new sub-companies such as SoPro – where do you see the business moving forward?
We’ve completed some incredible work on So.Pro this year, including a TV commercial for Northumbrian Water, as well as international shoots in Marrakech and Majorca for various fashion brands.
We’re excited to expand our portfolio and grow the production arm of the business alongside the group.
Black Friday is coming up fast – what would be your best piece of advice to brands ahead of this period?
Black Friday is becoming more challenging each year; it’s now a longer campaign that demands more resources. I believe early planning is essential. It’s the one time of the year when customers will fully engage with you if you offer the right deals.
Of course, execution is important, but the planning stage should start in summer, with everything lined up perfectly!
Lastly, what would your message be to brands thinking about working with The Social Co?
Let’s have a chat!
We offer a fully bespoke service and love discussing your marketing goals.
Our clients enjoy the process because we keep it light and informative, while delivering the results they desire!
Written by
Written by Matthew Crichton
