Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Our goal is to help marketers and agencies learn from other marketers across different industries. Today we are speaking with Nickolas James, VP of Social Media for Sinclair Inc.

Sinclair Inc.

Sinclair Inc. is a leading broadcast television company whose  primary business is to engage consumers on multiple platforms with relevant and compelling news, entertainment and sports content, and to provide advertisers and businesses efficient means and value to connect with our mass audiences. They recognize the vital role broadcast television plays in branding and local content delivery, and therefore strive to constantly be at the forefront of leading edge technology and structures to advance the industry.

What We Discussed:

In today’s interview with Nickolas James, we discussed a wide variety of issues:

  • What kind of organization Sinclair is and Nickolas’ role within the company.
  • The challenges of maintaining control and consistency across a large network of social media handles/accounts while allowing for local customization.
  • Implementing new social media tools, style guides, and processes across a decentralized organization.
  • The importance of proper training and change management when rolling out new initiatives.
  • Leveraging user-generated content and emotional storytelling on social media vs. traditional marketing assets.
  • Anticipated future trends in social media, such as personalization, immersive experiences, and AI-powered content customization.
  • Effectively utilizing external marketing agencies for specific initiatives and expertise.
  • Balancing exploring new platforms/trends with staying focused on core audiences and channels.
  • Advice to marketers looking to bring a new agency partner onboard.
  • Advice Nicholas would give to any agency that was attempting to win business from him.

Thanks Nickolas for a great interview!

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