- The Story of Lia’s Career
- Working with a Sibling
- Being Part of Something That’s Greater Than The Day to Day
What impact does social have on the WeWork business?
At WeWork, we do have a presence on all of the major social media platforms but it’s not a brand with a 90 year history. When I started it was an opportunity to take a brand that was five years old and figure out how we wanted to translate that into social. It meant that we could take a totally fresh look at everything. There were a lot of great foundations in place when I started for example, there had been a lot of thought and attention as to how we would create and provide content. This made it easy to step in and take it to the next level. The more time I was able to spend time with the brand team, the more we were able to get a sense of who we were, how we speak with our members and how we talk about our community. We want to mirror the experience that our members physically have in the day to day.
How does WeWork handle paid social?
Paid social and organic social sit on separate teams but they do work closely together, especially when it comes to larger campaigns so we can ensure we are effectively measuring our results and reaching our goals. On the brand social side, our focus is on brand awareness, telling our story and highlighting members’ accomplishments. On the paid acquisition side, we’re more focused on putting the dollars behind our campaigns and our ads.
Key Sound Bites
“The second I set foot into WeWork, there was something about the energy that was palpable!”
“Always push yourself outside of your comfort zone otherwise, what’s the point?”
“We provide the tools, resources and services that people need in order to create meaningful connections in their worklife and personal life.”