An Interview with Our Digital Media Manager, Kellie Quain

Written by Courtney Raguso, Social Media Content Creator

Today we have 3.6 billion people using social media worldwide, and that number is expected to continue to grow exponentially as technology and consumers evolve. When research centers began tracking user data back in 2005, only 5% of Americans were using social media. Now 72% of them are. Social media has become an integral part of peoples’ lives. We use it to connect, entertain, sell, purchase and share; and it would be quite silly to not use it to grow your brand. Being on social media today means being visible on the market, and it’s crucial that you make every touch point count. First impressions matter. Although many people think it’s easy to manage a social account, managing these networks for profitable growth can be a challenge. There are many moving parts to consider and you can’t just wing it. Followers don’t really mean anything if it doesn’t make you money. Creating content that resonates with the audience that sees value in your product is what’s going to make you money. We decided to interview our Digital Media Manager, Kellie Quain and ask her 10 questions about her experience and what she has to say about her important role working on our team. Here’s what she has to say. 

What do you love most about working in social media?

“Working in social media and digital marketing as a whole is incredible because it has the ability to bridge worlds and cultures in a way that most other fields don’t. It is an almost instant way for users to connect with like-minded people who they may never otherwise encounter. You are just a few clicks away from an incredible number of such people, which is invaluable to not only brands but to human beings in general. 

I have spoken to my older relatives or friends who may not be as familiar with social platforms and throughout the pandemic, there has been such a shift in the reliance on digital media. Those who used to think of it as simply a place where you lose track of time or mindlessly surf the internet all day now see it as a way to connect with loved ones or their favorite brands.”

What are you passionate about? What made you want to work in this industry?

“While studying at Iona, I majored in Advertising, which mainly focused on traditional media such as print, television commercials, and billboards, to name a few. I have always had a passion for communications, brand voice, market research, and writing, however, when I began working in the digital marketing field, it opened a whole new world without limits. The idea that through social media and the countless tools we have at our fingertips, you can connect with people across the world, learn who they are, and what resonates with them is remarkable.”

How do you get inspired for content creation?

“Creating content and building a brand voice is a marriage of who the brand is at its core and the audience to which the brand is speaking. When I first started working at MSM, a big challenge I had to overcome was mastering the personalities of our different accounts, rather than speaking as myself. Once you are familiar with who the brand is, the content flows so much more naturally.”

Which social media channels are the most effective, and why?

“The effectiveness of a channel depends most heavily on two factors: what the product or service is and what the brand objective is. It’s no secret that most people respond to visuals and interactive content when compared to reading text on a blank page. It is for this reason, Instagram, Facebook, and Pinterest are definitely some of my personal favorite channels to utilize, however they may not always be the best fit for an account. Once you have determined your brand objective, you’ll be able to determine the effectiveness of each channel. For example, if you are trying to reach professionals or businesspeople, LinkedIn will most likely be your go-to. With approximately 250 million active users per month and the majority of them being between the ages of 30-65, LinkedIn is one of the most effective platforms for the aforementioned objective. If your brand objective is to appeal to millennials or Generation Z, on the other hand, you may want to research Snapchat or Instagram analytics instead. 

We have many clients come to us and say, “Which social platform should I be using?” The short answer is you should be using a healthy mix of all of the major players. However, once we determine the brand objective, we can dive deeper and explain how effective each will be for your brand specifically.”

How does social media benefit a business?

“Social media is a two-way street that gives your business the opportunity to build a relationship with followers and potential customers. Gone are the days of loud infomercials and flashing pop up ads. Your followers are seeking real, genuine values and interactions with their favorite brands and social media is one of the best ways to ensure they feel that. 

With a tailored social media strategy and consistent brand voice, social media can truly help you humanize your brand and build genuine relationships with your community. Instead of followers talking about a brand, now they are given the chance to talk to the brand, which helps you gain valuable insights directly from your target demographic.”

How do you personalize a large-scale social presence?

“When it comes to supporting larger brands on social media, as a consumer and avid social media user myself, you sometimes get the feeling that because a brand has a large following, they don’t care about you. That is a stigma I work to fight against as a Digital Media Manager. I believe that a company with 500,000 followers should treat and engage with their audience just as they did when they had 15 followers. While it may be a challenge to answer every comment or message, those interactions with your followers are invaluable and can mean the difference between a lifelong supporter and someone who simply leaves a comment on your page and moves on.”

How do social media and customer service work together?

“Immediately after graduating from college, I worked a retail job for a short time. The most valuable thing I learned throughout that experience was that nine times out of ten, displeased customers simply want their opinions heard and validated. Fast forward to today, and I continue to keep this in the back of my mind as a Digital Media Manager. 

Regardless of what field or industry a business is in, they will most likely receive a question or comment that is unfavorable on some occasion. I have learned that the worst course of action you can take is to ignore or delete the comment; you must address the individual’s concern and take it in stride. If what they are saying about your brand is incorrect, provide them with the accurate information. If they are simply sharing their dissatisfaction with your service, express your apology and see if there is a way to ameliorate the situation. While it may seem difficult at times, it is imperative to the long term success of your brand to always maintain your professionalism and utilize your virtual ‘customer service voice’.”

What digital marketing trends do you see dominating the landscape soon?

“Something I’m excited to see more of in 2021 is the use of micro-influencers rather than macro-influencers. When influencer marketing first became a trend, the idea was always bigger is better; the goal was a bigger following and a bigger digital footprint. However, the questions have become, “Is working with a mega-influencer worth the hefty price tag? What’s my ROI?” The benefit of utilizing smaller influencers, typically averaging less than 100k followers, for your digital marketing campaigns is that their audience is more targeted and tied directly to the influencer’s identity. This means that when thorough research is conducted and you find an influencer that fits your brand well, there is a high likelihood that their followers will mesh with your brand as well.”

What role does paid advertising play in your overall strategy?

“In digital marketing, paid and organic campaigns are always married to each other to an extent. In other words, the right hand must know what the left is doing in order for the overall strategy to work successfully. The objective of paid ads is to target a specific audience, rather than waiting for a member of that audience to come across the brand’s social media page organically. Once the individual who saw the paid ad visits the brand’s page, however, this is when the opportunity to introduce who the brand really is arises. If a user arrives at your company’s social media page and it reflects nothing that the paid ad highlighted, they may be confused and be turned off from the brand entirely. There must be consistency and a clear brand messaging across paid ads, organic content, and your brand’s website.”

What set of skills would you say are required to be a good Digital Media Manager?

“Without a doubt the most important skills one should have to be successful in a role similar to mine is organization and the ability to speak confidently. The beauty of working at an agency is that we are given the opportunity to work with so many various accounts across such a vast range of industries. That being said, things can get chaotic if you are not properly organized or have difficulty with time management. 

Having confidence in your ideas is vital as well because you may have a great concept or strategy to express to a client or those on your team, but if you are not able to share your thoughts or the reasons behind why you believe in your idea, your peers may have a hard time getting on board.”

Social media shouldn’t be an expense. It’s an investment, and a long term one at that. A good Digital Media Manager will leave no stone unturned and thoroughly cover each and every step of the conversion process. They work to get to know your brand inside out, and if they’re really good, better than you. In digital media, you have to create a strategy that best fits your brand and audience. It’s not enough to find a photo, write and publish content. You have to make it relevant and compelling. It has to bring value. Our job as digital creators is to make our clients a critical player in successful online development. Creating content that sells requires a team of professionals with diverse skills, including technical skills, artistic skills, analytical and production coordination skills. It isn’t easy to try to be all of them. That’s why you hire people like us!

At MSM DesignZ, we put in the time and energy needed for success, so you can ensure you are using every dollar for maximum return. With over 20 years in the business, we have watched marketing evolve from traditional to digital. Whether you need a website refresh, more attractive email, or a quality online presence, we can do it all. When we take on a client, we put in 110% and treat every brand as if it’s our own. We will always continue to place our clients’ needs at the heart of our operations. From web development to social media management, we’ll work directly with you to build a personalized strategy to not only retain but also gain business. We are assisting in all areas for our clients. Visit our contact page at, and we’ll work with you to devise a custom plan that will keep your brand alive and well. We look forward to working with you!