Social Butterflies: Allyson Squitiro on Having a Game Plan

Allyson Squitiro is a social media extraordinaire. At H/L, she leads the newest addition to the social media department, Fast Content; creating content for Toyota, McDonald’s, AAA and new business. She has been in advertising for eight years. Originally, Allyson served as an account executive for tier three automotive dealerships, but found that her true passion was helping create content for their socials.

Her world revolves around capturing images, shooting videos, editing, recording, and sharing content online. She is a graduate of Florida State University.

LBB> What’s the most significant development or trend shaping the social space right now?

Allyson> In my opinion, the most significant development or trend shaping the social space right now is the rising use of AI. This can be debated as a good or bad addition to the social realm, but I believe if AI is used in a constructive way it can truly help brands build with their creative toolbox. The interest in AI in the last couple of years has grown exponentially so learning and testing it in our campaigns is a necessary step to stay relevant. 

H/L has started using AI to create different variations of social ads so that we can A/B test what works best. As an agency, our analytics team started holding AI think tank sessions to discuss how we can utilise AI not just in social, but in every department, and it has really opened up the floor for us to experiment with the many webs AI encompasses. 

As far as using AI, there is always a fine line between innovation and loss of creativity/human touch. Recently, Dove made a campaign on TikTok of a woman explaining how the AI version of her didn’t show her authenticity in terms of her skin. She was airbrushed instead of showing her imperfections that she believed made her unique. 

LBB> Every platform functions so differently - and the way they function evolves over time and there’s a lot of fun to be had on social, from shoppable livestreams to AI filters - so where are you finding the most satisfying or exciting creative opportunities right now (and can you give an example of a campaign that demonstrates that)?

Allyson> I find the most satisfying and exciting creative opportunities to be within the trends of each platform. So quickly can a trend appear and disappear on any given app. 

The thrill is in fast content…jumping into a trend and getting your brand in the mix while the candle stays lit. The creative opportunities are endless because trends aren’t always just a song and dance, they can be an old person Snapchat filter or a POV that could work with your brand in a funny/new way. 

At H/L, we created a whole different wing of our social media team completely devoted to fast content in order to ensure our agency and clients are able to stay relevant. I’m lucky to have been selected to lead this fast content team and develop the department with the help of our stakeholders. The best part about this growing department is the collaboration with almost every other H/L department. 

LBB> Social media is a space for brands to be a bit more human - but how do you walk the line between personable and twee?

Allyson> There’s a fine line between personable and professional. Choosing brand standards is essential. What is most important is to know what your brand’s voice is. Coming to an agreement on whether it’s appropriate for your brand to use certain verbiage that could be considered more along the lines of the pals in a group chat instead of a work email. 

LBB> What does ‘craft’ mean to you in a social context?

Allyson> ‘Craft’ in a social context could mean a plethora of things. To me, it’s kind of literal. In social media we are crafting or designing each campaign based on its individuality. A strategic social campaign can be like a big sandwich with layers and layers of carefully chosen ingredients that when crafted together make a deliciously successful effort. 

LBB> Organic, paid, influencers, social search - how do you approach figuring out the best way to reach audiences?

Allyson> When it comes to reaching audiences you should have a full scale approach. Ensuring your campaign encompasses organic, paid, influencer, and social search elements guarantees thorough outreach, leaving no stone unturned. However, paid and influencers are the two I would say generally give you the most bang for your buck when it comes to reach. 

At H/L we take into consideration the client’s main goal for a campaign and evaluate from there what would be the best course of action. We acknowledge that planning should not be one size fits all. Say we have a campaign that is spread across multiple different regions, we recognise that utilising influencer in one market could be more beneficial than paid because as momentum makers it’s our job to bring localisation to our audiences.

In comparison, we could choose to simply do a combo of social search and paid in more rural locations that wouldn’t necessarily have a large influencer base. 

LBB> Social media can be brutal - on a personal level how do you deal with that aspect of the role and helping your teams on the front line?

Allyson> Making sure your teams on the front line have realistic expectations when it comes to social media and the trolls under the bridge. One in every ten Shishito peppers is spicy, so going into a bowl knowing that you are going to get burnt a couple times is setting an expectation. Have a game plan for those moments so when something inevitably comes up, you have guidelines that keep you from reacting the wrong way. 

LBB> Social media has been accused of driving polarisation and spreading misinformation, while others call it the marketplace of ideas. Whether or not that’s the whole truth, it is certainly shaping discourse and is one of the key venues for culture war-ish behaviour. What’s your take on the role of social media in society and what responsibilities do brands and individuals working in social have?

Allyson> This is a hard one to answer because social media does drive polarisation, spreads misinformation and is a marketplace for ideas. There are both glaring issues with social media and benefits of it. Brands and individuals have the opportunities to express themselves in whatever way they see fit. 

The beauty of social media is that ANYONE can use it. People with ALL opinions and beliefs use these platforms. Brands and individuals have a responsibility to take a stance and stand firm in that. Social media in society SHOULD be a safe space for people to learn about different opinions and cultures and be able to discuss without waging war-ish behaviour. 

LBB> What are the biggest missteps you see brands making most regularly on social media?

Allyson> Some of the largest missteps that brands make most regularly on social media have to do with outdated content, not using data to drive your strategy, posting just to post, being inconsistent, ignoring your core audience, and treating all social media platforms the same.  

LBB> When you’re not working, what social platforms and content do you  personally enjoy engaging with and why? What creators, influencers and social communities do you really love?

Allyson> When I’m not working I LIVE on TikTok and Instagram. Personally, the content I consume is home, makeup, sports, mama, and LOTS of true crime. 

I feel like the home, makeup, and mama content is all pretty self explanatory for me considering I’m a girly mom who lives in a home that I love decorating! Sports, however, have always been a big part of my life so that is why I keep up with all things college football, NFL, and NHL.

True crime was a guilty pleasure until I found someone who was just as engrossed in it as I was and we started a podcast together!! That’s right, 'Crime on Caffeine' is a true crime podcast a friend and I created after years of oddly obsessing over cases in our cubicles. 

Most of the influencers I follow are from my makeup artist days who have shifted into family and lifestyle influencers (Desi Perkins, Sarah’s Day, Katy, MannyMua, Allison Kuch, Tianna Robillard, Marinawphoto).

I also heavily follow the drag community. I find their art to be so admirable and their community to be so strong!

LBB> What advice would you give to people who are looking to get into social, whether as creatives, strategists or producers?

Allyson> My biggest advice for someone looking to get into social media is to be a sponge, but not just any sponge…be a scrub mommy! A soft side that soaks up knowledge and a hard side that can handle anything. This space is constantly changing and sprouting new branches so if you’re looking to get involved whether it be with creatives, strategy to production you must be able to adapt quickly. Every day will be something new which can be fun and exciting for the right person!