Parker Moss

I always joke about how I learned Social Media Management and Community Management, simply from being chronically online as a teenager and into my college years. When I talk to other people in the industry whether social media or gaming-specific, about how I can stay aligned with internet culture, my answer is always the same: listen, analyze, and deconstruct. Platforms change. Algorithms change. Demographics change. You know what doesn't change? Understanding and seeing the trends when you listen.

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Fabulous check list for a virtual interview!

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Here are the most common Questions I get about TikTok Shop 👇 👇 What's a TikTok Shop? 🤔 (this is my ode to Forky asks a question - bonus parent points if you get my reference hahah) jk jk The social commerce movement in North America is in its amoeba stage – we're just getting started... (I mean... I'm not just getting started but you get it... hahah) Here are a few of my favourite + most asked Q&As I get from Brands from 1 million to 10 billion: Q: Should big, well-known brands be on TikTok Shop? A: Absolutely. Big brands not only bring credibility to the platform, but they also benefit from TikTok Shop's rapid growth by reaching a new, highly engaged audience in a direct way. TikTok's algo LOVES great engaging content, which means this is the time to get on and FINALLY experiment. Also... you'll have the early-mover advantage, lower ad costs compared to more saturated platforms, and the ability to experiment with social commerce features ahead of competitors. (because you know how crucial that will be!) Q: What’s the best way to start? A: Start by focusing on one hero SKU. Use existing creative assets and engage micro-influencers who are enthusiastic about your brand. It's all about maximizing impact with what you already have. Q: How important is live shopping for TikTok Shop success? A: Live shopping is huge on TikTok Shop. Think of it as the QVC for Gen Z and Millennials. Going live can create real-time urgency, boost engagement, and drive immediate sales. If you’re not going live, you’re missing out on a key growth driver. Q: What’s the role of ads in TikTok Shop success? A: Ads are crucial. We initially scale through ad-driven sales before focusing heavily on affiliate growth. Ads give you the initial proof of concept that affiliates and influencers can latch onto to amplify results. Q: How do you handle outreach to creators on TikTok Shop? A: It's all about the pitch. Be clear about what’s in it for them—earnings potential, free product, or exclusive perks. Tools like automated outreach bots help us scale this process, but personal touches still make a big difference in standing out. Q: What's the best ad structure for TikTok Shop campaigns? A: Start with ad set budget optimization (ABO) with each creative running separately. This allows you to see what’s working in real time and double down. Once you identify winners, move them into a scaling campaign. Q: Can high-ticket items sell on TikTok Shop (think $350+)? A: Right now, TikTok Shop is tricky for high AOV items. Instead, use TikTok to drive traffic directly to Amazon. 🛒 TikTok shoppers want a seamless checkout, and Amazon delivers that. Wait for YouTube shopping! Also... I'm seeing success as high as $150 AOV - so you can push it. Worst case... go to Fast moss or Kalodata to see what the data says! The biggest takeaway: early movers in social commerce have a massive opportunity. The opportunity is now. What other questions do you have about TikTok Shop?

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a social media manager 9/10 has community manager experience. on my resume it shows years of being a social media manager, but within every single role i’ve done community management and engagement. i’ve done this for: 🐦 one of the biggest social media apps in this world (twitter) 🧃 two cpg brands 🎀 a metastatic breast cancer nonprofit organization 🧬 a science-backed skincare brand 🔈 an international audio equipment brand 🧖🏽‍♀️ medspa businesses & many more. i can honestly go on and on. when i am applying for community manager roles, it doesn’t make sense to me when companies say, “oh you don't have this many years with one specific type of industry” or “your experience doesn’t show that you’ve done this and that” recruiters, hiring managers, or whoever needs to hear this …. these things can be taught, they can be learned and it doesn’t take that long to adapt to a brands brand voice and the way they show up in social within their community. all people need is a chance. it’s almost like no one wants to take a chance on people anymore (in my kim kardashian voice). 🙂‍↔️ someone gave you a chance, be that for someone else. that’s all I’m saying 🤷🏽‍♀️ #socialmedia #socialmediamanager #communitymanager

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Job hunting in marketing right now is no joke. I’ve been applying to roles, and it feels like the process never ends. It’s not just about perfecting your resume or tailoring your cover letter. It’s about dealing with the constant rejection and the silence after you hit “submit.” The job market is flooded, and marketing positions are no exception. There are so many qualified candidates applying for the same roles, and the competition is tough. It’s exhausting. But I’m staying focused on the goal. I know that persistence is key, even when it feels like the door keeps closing.

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TikTok isn't going anywhere soon whether you're a marketing manager, content creator, or just a content consumer 👀 TikTok Academy is a great resource for anyone looking to use the platform to their advantage personally and professionally. If I was starting out on the platform (or just looking to expand my skillset) here are the courses I would take for... Overall Platform Knowledge: - TikTok 101 - TikTok Fundamentals - Measurement 101 - Small Business 101 Advertising: - Ad Format Basics - Getting Started on TikTok Ads Manager - Lead Generation on TikTok - Leveling Up Lead Generation - Small Business Foundations - Smart Performance Campaigns for SMBs Content Creation: - Developing Always Engaged Strategies - Establishing Tone of Voice - Performance and Creative 101 - Creative Expert Courses: Fundamental Other: - Path to Purchase - Commerce and Creativity - Partnering with Creators and Communities - Retail and Commerce on TikTok

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As I mentored my first intern, I realized how tricky influencer marketing can be. Here are some game-changers: 1. Team up with smaller influencers for targeted reach. 2. Build long-term relationships for authenticity. 3. Mix up your content (videos, stories, reels). 4. Offer exclusive deals to influencers' followers. 5. Track performance and adjust. What's your favorite influencer marketing hack? Share! #InfluencerMarketing #MarketingTips #SocialMedia

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Many people don't hit their skincare goal, This is the no #1 reason. THEY DABBLE A LOT. This is the usual pattern: - Sees a trending product. - Sees their fave influencer using it. - Opts for trying it. And the cycle continues. You know what's happening? Confusing your skin. What to do instead: - Identify your skin concern. - Speak with a derm (if you can). - Find products in your budget that solves it. - Stick to using just that. - Monitor for progress. Except you're a skincare influencer, You have no business trying this and that. Your face is not a lab.🤣 Which products are you currently using? . #cleanbeauty #skincarewriter #10DaysProductivityCheckChallengeWithMoyosoreKolawole

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🚨 Stop sending influencers press releases: they’re not covering them. The ‘spray and pray’ approach to sending out press releases rarely works for getting coverage when sent to media but even more true for influencers. I am on both sides of the influencer marketing dynamic, having worked with PR agencies and brands in sourcing and working with talented creators (B2C and B2B) while also being a ‘micro-influencer’ myself via my football culture blog, podcast and books. As such, I receive a *lot* of untargeted and therefore irrelevant press releases. It’s a waste of time and budget. Do the below instead… 👇🏼 🗣 How influencers work Influencers work to their own agenda. They will have their own content calendar, and it will be based on either ideas that match their/their audience’s interests, or collaborations with brands. They will not cover your press releases! 📩 When to send a press release to an influencer Having said that, there are instances when it is appropriate to send a press release to an influencer. For example: -              In context with a personalised approach: e.g. a new book launch – “this book covers X, Y, Z, which may be of interest to your audience. The author is available for interview on your podcast, and we can send you a review copy…” etc. -              As background information for a collaboration project, where relevant ✅ Influencer marketing best practice As ever, the best way to work with influencers is to hyper-personalise your approach and be clear on what you want to get out of the relationship, as well as what’s in it for the creator and their audience. If you’re interested in influencer marketing training at your brand or agency, I run a half-day training session combining theory with workshopping your current influencer marketing challenge. I’ll link to more in the first comment. What do you think? Do you agree with me or do you think there are other instances where PRs can send press releases to influencers that result in coverage? Let me know in the comments... 👇🏼 #InfluencerMarketing #publicrelations 📸 Photo by Julio Lopez on Unsplash --- 👋🏼 I'm Chris 👨🏻‍💻 I am a communications strategist and copywriter for tech brands and agencies ⚽ I also podcast and write about football culture at Outside Write 📚 I have two football history books out with a third coming in 2025 ✉ Need a content strategist or copywriter? Drop me a DM!

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It cost over $150,000. This ad in Sunday's New York Times is paid for by a company founded by a woman. Glossier isn't afraid to talk politics. Glossier knows what its customers hold to be important. Glossier, Inc. cares about women beyond the revenues they deliver. Things like this ad are exactly why I want to see more woman-founded (and partially woman funded ) companies prosper and grow the female domestic product. Women's dollars are women's speech thanks to Citizens United. Women's dollars can fight for women and elect women. buy poor women the reproductive care they need. As the copy says: Vote for your grandmother's legacy. Vote for you To learn more about the Female Domestic Product see my story in TIME. https://lnkd.in/ePWS6BCU? Roya Shariat Kyle Leahy Veronika Ullmer Kirsten Green Forerunner #FDP #FemaleDomesticProduct

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Let’s talk about those “Social Media Manager” job ads I keep seeing. You know the ones: - Must edit videos - Design stunning graphics - Write killer copy - Spot every trend before it trends - Analyze data like a pro - Know every social platform - And grow your brand *organically* through viral campaigns Here’s the reality: you’re not hiring a social media manager—you’re looking for a one-person marketing team. This isn’t just unrealistic, it’s unfair. Social media success doesn’t come from overloading one person with every creative and strategic task imaginable. Social media isn’t a “side job” or a quick fix. It’s a team effort. Build the right team, or… outsource to the right team. A internal/external team where: - Social media managers focus on strategy, scheduling, and engagement. - Content creators bring your ideas to life. - Designers make your brand shine visually. - Analysts/digital marketers dive deep into the data to refine what works. The perfect multitasking social media manager does not exist. It really takes a whole team to make it work.

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"My name is [Laid Off Media Industry Job Seeker]. My world is fire and blood." The media jobs landscape is Mad Max tattered. After a few waves of sizable layoffs, things seem bleak because we all know those jobs aren’t returning. What does everyone do? I don’t know. But I have a few ideas about the impacted personnel who are out in the market. Directing this to my network and recruiters: If you're seeing applications from entertainment industry professionals affected by recent layoffs, take a closer look. These candidates bring exceptional skills that translate powerfully across industries: -Ability to perform under tight deadlines and high-pressure -Complex stakeholder (and b.s.) management -Creative problem-solving with constrained resources -Collaboration across diverse teams -Adaptability in a rapidly changing environment The entertainment industry sets an incredibly high bar for performance. These professionals have thrived in one of the most demanding sectors – imagine how they could add value to your (or any) organization. Let’s help these talented individuals transition their valuable skills to new opportunities. If you're hiring or know of any opportunities, please consider how their unique experience could benefit your team. #CareerTransitions #EntertainmentIndustry #Jobs #Recruitment

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Dear Hiring Managers, Let’s Try This Again. Job Title: Content Writer Your Expectations: 🖋️ Master storyteller (with wizard-level SEO skills). 🎨 Designer (because Canva is just that easy, right?). 🎥 Video editor (those reels won’t edit themselves!). 📱 Social media manager (with a sprinkle of influencer magic). 👩‍🏫 Team trainer (because "senior" means teach everyone everything). ☕ Coffee enthusiast (because caffeine = productivity). Salary? 25k. Exposure included. At this rate, we might as well add: 🦸‍♀️ "Superhero cape not included" to the JD. Here’s the reality check: 👉 Creativity isn’t free, and neither is the time or skill it takes to craft meaningful content. 👉 Content creators are a vital part of your brand’s success, not an all-in-one budget hack. Let’s stop undervaluing the craft and start respecting it for what it truly is. #RantOver #ContentWriterProblems #RespectCreativity #FairPay #ContentMarketing #JobPostingsDoneRight

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This month, The Viralist Group had to unfortunately drop about ~15% of creators from our roster. No, we’re not downsizing our agency or cutting back on our operations. Let me explain. When we first started taking on influencer clients, our doors were open to any creator who was willing to give our agency a chance — which allowed us to grow our roster size rapidly. This rapid expansion was exciting, but it came with its own set of challenges, as signing as many creators as we can also meant signing on creators who did not always align with our core values of respect and collaboration. Our team has dealt with ignored messages, complete disrespect, lack of gratitude, and demands that sometimes crossed professional lines. I’m sure other influencer managers could relate to this. 🥲 These disrespectful behaviors didn't just impact our team; they threatened the reputation we work so hard to protect. Despite our best efforts to mend situations, some creators have strained our relationships with our brand and agency partners. Sometimes, our attempts at resolution were even met with a lack of gratitude and an apparent unwillingness to change. 🤦 But we’ve come a long way from those early days! Our agency has grown, and with this growth, it has given us the privilege to be more selective on who we sign, ensuring we partner only with those who hold the same values as ours. We now only engage with creators who are not only talented but also professional and appreciative of the hard work our team puts in. This decision to reduce our roster wasn't easy, but I’m proud to say that we’re now prioritizing a culture where mutual appreciation and respect are non-negotiable. It’s also about affirming our worth. 💚 Personally, I see this as a win-win: our creators thrive because our team is always eager to go above and beyond for creators who recognize and value our efforts, and our agency thrives by working with the best. ✨ For any creator out there, remember - your manager is your ally. Respect can make all the difference. 🫶 #influencermarketing #creatoreconomy

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“Organic social media doesn’t work.” As a social media professional, I couldn't disagree more! I grew my client’s Instagram account from 20K to 122K in just 7 months. That’s a 510% growth rate. The numbers you see in the screenshot are from the first (of many) reels to go viral on her account. No money invested. No fake followers. Just engaging content that made people feel something. I implemented a strategy with the sole purpose of evoking emotion, and it worked! THIS is the power of creating an intentional, malleable strategy and the reach organic social media can offer. My takeaway? Your brand needs to inspire action; mentally, physically, socially, financially. Dig deeper into your brand and pluck out the nuances that people actually connect with.

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Today, we onboarded a new client in the fashion niche. They've been doing great with just organic content on TikTok and Instagram. Their story? Incredible. $15K monthly sales. 10 months straight. 100% organic. No paid ads. Now, we're taking it to the next level. We're launching their first paid ad campaign next week. 𝗛𝗲𝗿𝗲'𝘀 𝗼𝘂𝗿 𝗴𝗮𝗺𝗲 𝗽𝗹𝗮𝗻: 1. Analyze top-performing organic content 2. Test ads in 3 different audience types - Broad - Interests - Lookalikes 3. Start with small, scale further vertically or horizontally, and adjust strategy based on data insights. 𝗕𝘆 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝘁𝗵𝗲𝗶𝗿 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝘀𝘂𝗰𝗰𝗲𝘀𝘀, 𝘄𝗲'𝗹𝗹: → Scale revenue rapidly → Reach untapped audiences → Maintain brand authenticity in paid channels 𝗜𝗳 𝘆𝗼𝘂'𝗿𝗲 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗺𝗼𝘃𝗲 𝘁𝗼 𝗽𝗮𝗶𝗱 𝗮𝗱𝘀: - Audit your organic content. What resonates most? - Identify your best-selling products from organic traffic - Start paid ads with those insights. - Start small. Test. Iterate. Then scale. —•—•—•—•— 👋 I'm Kashif, founder of a small agency of 5 team members 🚀 Our mission: Boost e-commerce sales through expertly crafted Paid Ads 📈 Follow me for daily insights on: - Advertisement strategies - Marketing tips - Agency business growth #facebookads #ecommerce #paidads

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Dear grads, the job market in social and digital marketing is tough... Ready to succeed in social media? Avoid these mistakes: 1."No Experience" Excuse: Gain experience through internships, freelance work, or by building your own brand on platforms like Instagram or TikTok. 2. Waiting on the Portfolio: Start documenting your work now, showcasing internships, freelancing, and personal projects. 3. Ghosting Your Own Social Media: Maintain a consistent social media presence by posting regularly and engaging with your audience. 4. Ignoring Social Media News: Stay informed about industry trends and be ready to adopt new features and platforms. 5. Getting Comfy with Your Skill Set: Continuously learn and expand your skills in areas like SEO, advertising, and design. In summary, breaking into social media management requires creativity and persistence. Avoid these common pitfalls, keep learning, and leverage your personal brand as a powerful asset.

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