Start with the audience
A fleet manager and a golf cart owner do not need the same post.
One may care about maintenance, uptime, damaged connectors, and operational consistency.
Another may care that the vehicle is simply ready the next time they want to use it.
A resort operator sees guest experience. A dealer sees a product differentiator. An autonomy audience sees the charging cable as the last manual step in an otherwise automated system.
The product can stay the same. The story has to move.
The writing
The point is not to fit a brochure into a LinkedIn post.
At WiTricity, I develop social copy around specific customer problems, operational ideas, market applications, and technology stories.
I look for a clear entry point first: a damaged cable, an autonomous vehicle that still needs a human to plug it in, a resort trying to keep infrastructure out of the scenery, or a community vehicle that needs to be ready every day.
Then the technology gets introduced as part of the answer rather than the opening sentence of every post.
If every post starts with the product, eventually every post starts to look like the same post.
The visual half
The caption should not have to rescue the image.
Many of these stories do not have convenient photography waiting in an asset library.
When the existing visuals cannot communicate the idea, I develop concept imagery around the message and then refine, composite, retouch, or adapt the source material in Photoshop for the specific post.
That lets the visual do more than decorate the caption. It can establish the setting, make an abstract use case tangible, or show the operational problem before the audience reads a word.
Social design gets one image and a fraction of a second. It should probably use both well.
Where I actually sit in the process
I am not claiming somebody else’s social media job.
At WiTricity, channel management and publishing are handled by another team member.
My contribution happens upstream: developing much of the copy and visual material that gives those posts something worth publishing.
That distinction matters because social media is not only the act of scheduling a post. There is strategy in choosing the subject, writing for the audience, shaping the visual, and deciding what the company should actually say.
Publishing is one step in the process. It is not the whole process.
The experience behind it
This isn’t my first time on the other side of the publish button.
Before WiTricity, I handled social media directly for other organizations and clients, including The Heroes Club and, for a period, IDI Composites International.
The Encore 55+ campaign also included paid Facebook promotion as part of the larger lead-generation program.
That hands-on experience matters even when I am supporting rather than owning the channel today. I understand that a post lives inside a larger cadence, that paid and organic content have different jobs, and that content eventually has to perform in an actual feed rather than inside a creative review.
- social copywriting for technical, operational, and market-specific subjects
- visual concept development and Photoshop refinement
- audience-specific messaging across B2B and consumer-adjacent markets
- prior direct social media management experience
- paid Facebook promotion as part of the Encore 55+ campaign
- HubSpot Social Media certification current through 2027
The platform changes. The basic assignment does not: give the right person a reason to care about what you are saying.
What this says about how I work
I don’t treat social as the place where leftover marketing goes.
A social post may be small compared with a campaign, a website, or a trade show environment.
The audience is not giving it extra credit for being small.
It still needs an idea. It still needs a point of view. It still needs visual judgment. And it still needs enough restraint to understand that nobody opened LinkedIn hoping to read a product brochure.
Small format. Same obligation: make it worth somebody’s attention.