In this month’s #MeetMetter, we’re introducing barre/pilates/stretching/and social media superstar Kim Valentine. Kim has been with Metter for about 9 months now, and in that time has blown her clients away with fun, creative content and her genuine dedication to them and their businesses.
We’re especially proud of Kim’s efforts during the pandemic — from bringing the MM team together with virtual pilates classes to supporting MA Restaurants United, a social media initiative in which more than 500 independent restaurant owners in MA are coming together to make sure restaurants are a top priority during relief efforts, and can keep their doors open. We’re also proud of her work for the Central Square BID, who are working tirelessly on advocating for relief efforts for small businesses in Central Square, MM’s home base.
Read on for how Kim got her start in social media, her favorite campaign that involves a cheeseburger on Tinder, and more…
How did you get your start in social media?
My degree was in business management, and I wrote my senior thesis on employer branding. It didn’t take me long to realize marketing, namely social, was where I wanted to end up. I started working at a marketing agency in Portsmouth, NH. At first, I did tons of research — mostly seeing how certain consumer packaged goods brands differentiated their content from one channel to another. I worked on all sorts of clients and campaigns, some of them had big social strategies, and some didn’t. I got to do a little bit of everything, photography, copywriting, blog writing, and account management. Oh, and I was fascinated by the endless creative possibilities of Instagram Stories.
When did you join Metter Media?
I started working at Metter in July 2019, so it’s been just about 9 months. I love New Hampshire, but wanted to be closer to Boston, plain and simple, so I just made the jump.
Why is social media important/relevant to your industry?
I always say Instagram is the new Google. The majority of my clients are in the hospitality industry. That restaurant you’ve been dying to try, how’s their social game? After scrolling through, did it make you want to make a reservation? Millennials, Gen Z, and even more of the older generations are taking to social to look up their next purchase, bite, travel destination, and everything in between. With social media, your brand can build its credibility just by posting on a regular basis. Add your brand colors, fonts, and some content pillars — you’re pretty much good to go.
What campaigns have you helped create that make you clients stand out from the rest?
We created a Tinder account for my client Craigie Burger. Meet @mrbeefcakeboston — a burger so freakin’ delicious it deserves to be on a dating profile. It started as a fun post idea for Valentine’s Day campaign, and eventually turned into an entire campaign. I know what you’re thinking, that’s pretty out there. But usually the crazy, out of the ordinary content is what gets attention. At the end of the campaign, Boston’s best burger had received over 200 likes and countless DMs.
What’s your #MMProTip?
Be authentic. Don’t overdo it, but make it intentional. Things to not go crazy with: filters, memes, too much of one thing. Things to be intentional about: your voice, your feed (balance it out), and your mission.
Proudest moment so far?
Teaching a virtual Pilates class for all my co-workers! What makes my job fulfilling is the people I get to work with on a daily basis, and sharing my other passion, teaching group classes with them made this quarantine suck a lot less. PS — by night, I’m a barre and Pilates instructor at North End Yoga.
