As a Demand Generation expert with extensive experience in analytics and performance optimization, Milena Traikovich helps businesses drive effective campaigns for nurturing high-quality leads. With social media evolving from a simple platform into a powerful career path, we sat down with Milena to discuss how aspiring professionals can translate online engagement into tangible success. This conversation explores the strategies behind turning creative content into real-world business growth, the art of building influencer programs from the ground up, and the power of narrative storytelling in shaping a brand’s identity.
Social media is increasingly viewed as a viable career path, not just a platform. What key skills distinguish a professional content creator from a casual user, and what are the first steps students should take to build a professional portfolio while still in school?
The primary distinction between a professional and a casual user is intention and strategy. A casual user posts spontaneously, while a professional operates with a clear objective, whether it’s brand building, community engagement, or driving sales. They are fluent in analytics, understanding not just what content performs well, but why it resonates with a specific audience. A professional also possesses a broader skill set that includes creative direction, video production, and public relations. For students, the first step is to treat their own social media presence as a professional case study. Beyond that, getting hands-on experience is crucial, which is why internships like the one at the URI Social Media Agency are so valuable for building a portfolio that demonstrates real-world application and results.
The Nitro Bar grew from a single mobile cart to multiple storefronts, with TikTok being a key driver. Can you walk us through the strategy behind using customer-inspired content to build both a massive online community and tangible, real-world business growth?
The Nitro Bar’s success is a brilliant example of community-centric marketing. They didn’t just sell coffee; they created a shared experience. The strategy revolved around authenticity and participation, specifically by re-creating unique customer coffee orders on TikTok. This approach does two things incredibly well: it makes customers feel seen and valued, turning them into brand evangelists, and it generates an endless stream of engaging, relatable content. This direct line to their audience built a loyal following of over 600,000 people, which translated directly into foot traffic. Customers weren’t just coming for coffee; they were coming to be part of the story they saw online, proving that a strong digital community can absolutely fuel physical, real-world growth from a single cart to a statewide presence.
For brands like Taskrabbit or Dunkin’, building social and influencer programs from the ground up is a major undertaking. What are the first steps in identifying the right creators, and how do you measure the ROI of a high-impact partnership beyond just likes and views?
Building a program from scratch requires a foundational understanding of your brand’s core identity and audience. The first step isn’t just finding creators with a large following, but identifying those whose values and aesthetic align authentically with your brand. You’re looking for a true partner, not just a billboard. To measure ROI beyond vanity metrics, you have to focus on business objectives. This means tracking things like brand sentiment analysis, referral traffic to your website, lead generation through unique codes, and ultimately, customer acquisition cost. For a high-impact partnership, success is measured by the creator’s ability to drive meaningful action and build genuine brand affinity, not just rack up passive views.
Whether promoting historic mansions or a design firm, narrative storytelling is crucial for brand identity. How do you translate an organization’s core mission into a compelling digital story, and what metrics do you use to ensure your content is building a culturally resonant brand?
Translating a mission into a story starts with understanding the emotional core of the brand. For an organization like The Preservation Society of Newport County, it’s not just about showcasing old buildings; it’s about connecting people to the history, artistry, and human stories within those walls. For a design firm, it’s about illustrating how thoughtful design enhances daily life. You achieve this by bridging strategic insight with a refined editorial aesthetic, using visual direction to make the brand’s values tangible and experienced. To measure cultural resonance, we look at qualitative metrics like the depth of engagement in comments, the shareability of content, and earned media mentions. It’s about how deeply your story embeds itself into the cultural conversation, creating a brand that people don’t just follow, but truly believe in.
Managing social media for a large university involves many different departments. What is your process for creating cohesive, “social-first” content that strengthens a sense of community belonging while also celebrating diverse achievements across campus?
The process for a large institution like a university must be collaborative and strategic. It starts with establishing a centralized social media lead or team that acts as the hub. The first step is to create clear brand guidelines and a shared content calendar that all departments can access. Next, you actively work with colleges, departments, and student teams, not just to collect information, but to co-create “social-first” content—meaning it’s designed for the platform it will live on. For example, a research breakthrough might become a short, dynamic video for Instagram Reels, while a student’s personal journey becomes a compelling photo essay for a “day in the life” story. By focusing on storytelling that highlights student experiences and community achievements, you foster a genuine sense of belonging and institutional pride that feels unified yet celebrates the diversity of the entire university.
What is your forecast for the future of social media marketing and the key skills that aspiring professionals will need to succeed in the next five years?
I believe the future of social media marketing will be defined by hyper-personalization, authenticity, and the integration of AI-driven analytics. Generic, one-size-fits-all content will become obsolete. Success will depend on creating deeply resonant, community-focused experiences. Aspiring professionals will need to be more than just content creators; they must be strategists, data analysts, and community managers rolled into one. Key skills will include a sophisticated understanding of data to drive creative decisions, proficiency in video production and short-form storytelling, and the ability to build and nurture authentic online communities. The most successful marketers will be those who can seamlessly blend creativity with analytics to build genuine human connections in an increasingly digital world.
