A good social media strategy can do a lot—sell a product, go viral, or spark conversation—ideally with the right audience.

So I was surprised when our social media work at the U.S. Securities and Exchange Commission (SEC) sparked conversation with an audience I hadn’t even intended to reach.

During a chat with the SEC Chair, he casually mentioned that a regulatory counterpart in Europe had asked him about our social media work—particularly our Office Hours with Gary Gensler video series.

I’d heard news anchors and event moderators ask the Chair about it, but someone on a different continent? That was a new one for me.

The Office Hours with Gary Gensler video series was a key part of our SEC social media strategy, giving the Chair a platform to provide updates directly to the public. Inspired by his background as a professor, the name "Office Hours" made the series approachable and transparent. Fast forward to 44 videos, and we streamlined production with templated animations, turning out videos quickly and getting them to reporters to boost coverage.

But our strategy didn’t stop there. We integrated the Chair’s messages across multiple platforms, creating engaging content that kept people informed and fostered trust in the SEC’s work. From regulatory updates to investor protection tips, we tailored content to each platform, ensuring consistent tone and branding while sparking discussions and building engagement.

More on my social media strategy work coming soon…