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Meet Shannon Giordano of Serendipity Social Media in Holliston

Today we’d like to introduce you to Shannon Giordano.

Shannon, can you briefly walk us through your story – how you started and how you got to where you are today.
I had been working in product development and marketing at a financial firm for years and got interested in social media marketing. I met a woman in a 7 Sisters LinkedIn group who had created an online start up focused on all options for family building (infertility treatments, adoption, surrogacy, etc.). I volunteered to take over the social media platforms and began building the community online via Facebook, Twitter, LinkedIn, Instagram, YouTube and Pinterest. I hosted twitter chats, created webinars with movers and shakers in the fertility world and provided social media reporting for in-person events in Los Angeles and New York City. I found that I loved thinking through the strategy and figuring out what content to create and share that would be of greatest value to our community.

Along the way, two companies I had met in the fertility world asked me to do the same for their online communities so I left my corporate job and Serendipity Social Media was born. Today, I love to meet new businesses and solopreneurs. I’m inspired by understanding their goals and their value proposition and then I love to come up with a strategy and implement it on their behalf.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It’s often up and down. Loving to do a thing and honing your craft are very different from building that into a business. It’s a learning experience to figure out how to price your work and how to fulfill business functions like bookkeeping.

And since social media is changing all the time, what worked yesterday may not work tomorrow. Staying abreast of changes is a great challenge but it’s also fun.

Alright – so let’s talk business. Tell us about Serendipity Social Media – what should we know?
Serendipity Social Media helps brands define marketing goals and create campaigns that make sense. I’m all about creating and sharing content in an innovative and visual way to help get businesses get the return on investment they need.

I start with truly understanding the business and what differentiates it from other businesses with similar goals. That’s my superpower. Then we can create a killer social media marketing strategy figuring out what platforms to live on, how often to post, what kinds of content to share and what kind of paid advertising campaigns will best support the organic growth we’re building.

There are lots of tips and trick to employ. From Facebook Ads and boosted posts to live tweeting events and sharing stories on Instagram, the options are endless!

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Oh wow! I’ve had so many. I have a web design firm, iVirtual solutions, that I love. Founder Jay Paranjape is a brilliant listener and designer. I also have worked with many graphic designers that I am continually inspired by. Kendall Walker is my favorite.

And I love hanging with women. I sat on the Mount Holyoke College Alumnae Association Board of Directors and the women on that board are truly inspiring. Every one of them. I also belong to a women’s networking group, Polka Dot Powerhouse, and I draw a great deal of inspiration and innovation and support from each woman in that group.

I’m all about women supporting women!!

Contact Info:


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