Turning Dr. Kate Truitt’s Existing Expertise Into a Scalable Organic Social Media System
The business already had years of expertise and useful source material. My role was to decide how that knowledge could be translated into an ongoing social media presence without requiring every content cycle to start from scratch.
- Client: Dr. Kate Truitt & Associates
- Role: Social Media Manager & Content Strategist
- Duration: ~2 years
- Channels: Instagram, TikTok, Facebook, YouTube, LinkedIn
- Scope: Social media strategy, content planning, copywriting, repurposing, creative direction, publishing, optimization, and team coordination
The Challenge
Dr. Truitt already had the expertise, professional credibility, and years of educational material needed to support a strong online presence.
The challenge was deciding what deserved to become social content, adapting complex healthcare education for different platforms, and keeping current business priorities visible without making the founder responsible for creating every post.
What I was Responsible For
- Social media strategy and editorial direction
- Monthly content planning
- Social media copywriting
- Existing-content and expert-led repurposing
- Carousel concepts and copy
- Short-form video and Reel development
- Platform-specific content adaptation
- Publishing and optimization
- Workflow and template development
- Coordination with video editor and social media assistant
I OWNED THE ORGANIC SOCIAL MEDIA PROCESS FROM STRATEGY THROUGH PUBLISHING, INCLUDING:
My Approach
01 — START WITH EXISTING EXPERTISE
Before asking for new content, I worked from existing videos, educational resources, audience questions, FAQs, and relevant healthcare topics already available to the brand.
02 — DECIDE WHAT BELONGS ON EACH PLATFORM
Rather than duplicating the same post everywhere, I adapted the framing, format, and level of detail to how audiences used each platform.
04 — REDUCE DEPENDENCE ON THE FOUNDER
Calendars, templates, source material, SOPs, and shared workflows helped keep content moving across contributors without requiring Dr. Truitt to personally develop every post.
03 — CONNECT CONTENT TO CURRENT PRIORITIES
Evergreen education maintained visibility around Dr. Truitt’s expertise, while the content calendar also made room for webinars, resources, events, launches, and other active priorities.
01. Understand the business and healthcare context
Learned the audiences, brand voice, subject matter, current priorities, and level of care required when translating mental health education into social content.
02. Set the role of social media
Defined what organic social needed to support: expert visibility, audience growth, educational reach, and timely business initiatives.
03. Build the editorial direction
Combined recurring questions, existing educational material, timely topics, proof, and current priorities into an ongoing content plan across key platforms.
04. Translate expertise by platform
Turned long-form and expert-led material into Reels, short-form video, carousels, static posts, captions, and promotional content suited to each platform.
05. Review performance and refine
Used organic performance and audience response to identify stronger topics, formats, and distribution decisions for future content cycles.
How the Strategy Worked
Results
- Organic audience growth: During the period I supported and managed the brand’s organic social media, Instagram grew from approximately 4,000 to 14,000 followers, while TikTok grew from approximately 70,000 to 120,000 followers.
- Owned-audience growth: Social media content and calls to action drove people from social platforms into the brand’s newsletter, helping grow an audience the business could continue communicating with directly.
- Stronger expert visibility: Educational and expert-led content made more of Dr. Truitt’s existing knowledge visible across multiple social platforms.
- More value from existing material: Videos, educational resources, recurring questions, and long-form expertise became reusable inputs for ongoing social content instead of requiring every post to begin from scratch.
- Business-priority support: The content calendar incorporated webinars, resources, events, launches, and other timely initiatives alongside evergreen education.
- Repeatable content operations: Calendars, templates, workflows, and coordination across contributors created a more reliable process for planning, producing, reviewing, and publishing content.
CLIENTS I'VE SUPPORTED HAVE BEEN FEATURED IN
Nicole is one of the best people I have worked with.
She consistently demonstrated a strong work ethic at Scaleup Consulting and a dedication to success. Her performance at Scaleup Consulting is golden. Her leadership and organizational skills have been invaluable to the company. For Nicole the job is always the most important thing to do. Very positive attitude towards work. Certainly worth recommending.
Jayen Ashar
Founder of Scaleup Consulting Australia
We've really seen our collaboration grow along with our community.
Working with Nicole was a real pleasure. We've really seen our collaboration grow along with our community. Her curiosity and desire to innovate has resulted in posts of a very high quality, going far beyond simple community activation and sharing real knowledge. Her independence has kept our collaboration light and fluid, which isn't always easy to find; I really hope we'll work together again.
diane drubay
Pioneering Strategist, Curator, Speaker
Founder of We Are Museums
Not sure what your social media should be doing or whether what you’re doing now is actually working?
Free · Takes about 3 minutes ·
No email required for your result
Whether your social media is inconsistent, already active, or already being handled by someone else, the first question is the same:
What should social media actually be helping the business achieve?
Take the free Social Media Diagnosis to identify what social media should support right now and what your content should prioritize because of it.
