Amie is an award-winning influencer marketing and social media strategist with a passion for accountability in the industry and diversity and representation. She’s worked for and with the likes of O2, Danone, Disney, P&G, Scottish Widows and Mumsnet. She now runs training to help brands better understand the industry and how to make the most of it, as well as one-to-one coaching for people of influence, and the odd university lecture.
What are your areas of expertise?
Growing and maintaining a loyal online community is something I’m very focussed on, whether you’re a brand or a person of influence. For me, social media has always been a long game, and this is what I teach in my training seminars. The quick, viral wins are great and will boost your follower numbers in the short run. But it’s the core, engaged audience who stick with you over time and repeatedly come back for more that you should be really excited and invested in. That’s my sweet spot.
This informed how I approached influencer marketing from the start (way back in 2014) as well. I’m not interested in vanity metrics or follower counts or what the influencer themselves looks like (on the whole). I’m all about digging into the detail and the data to ensure you’re truly accessing not only the right audience via an individual’s channels, but an engaged audience as well. I’ve also done a lot of work over the past 18 months specifically looking at diversity and representation in the influencer industry, including but not limited to race, LGBT+ and ageism.
What do you bring to The Social Conversation that’s different and unique?
I’ve always been an early adopter of technology. I was blogging on Google Blogger as a teenager when it was more like an online diary than a website. I was the first person I knew on Facebook, Twitter or Instagram back in the day and was meeting with TikTok to discuss the platform and how brands could use it back in 2018 before even half my clients had heard of it.
As a heavy consumer of social media, with a history of working with brands as a blogger, I’m able to see the industry from all sides and ensure my clients are never missing a trick. But my partner is as old school as it gets when it comes to advertising and a huge social and digital marketing sceptic, meaning he kindly keeps me grounded in the pitfalls of the industry and I never become an evangelist, blinded by being too far ‘in it’. Our pillow talk is the stuff of dreams.
What about your life outside of work and social media?
I have a six-year-old daughter, so most of my life beyond work is being her personal taxi service, cook and maid, truth be told. Baby number two is due later in 2020. I’m a huge bookworm and foodie (which is basically my Instagram account in a nutshell) and, having spent my childhood abroad in the US, Malaysia and Eastern Europe, travel will always be a big part of my life. I also ski and play roller derby.
Tell us three other things about you
I’m only 5ft and ¾ of an inch tall.
When I was 13 I sang as part of the choir at the Queen’s Golden Jubilee and in the Royal Albert Hall.
In my second week at university my now partner of 11 years was so confused by my transatlantic accent (possibly not helped by vodka, but who can say?) that he was convinced I was Irish and started calling me such. The nickname has stuck to this day. (Ironically, my grandma actually was Irish, but that’s had no bearing on my accent.)
Without explaining further, sum yourself up with a single GIF
Finally, where can we find you on social media?
Written by Amie Caitlin Shearer.