Like any successful startup, we started lean.
Linda Lindner and I made up the editorial side. Heather Long handled business
development. Lori Campos Bergeron handled operations.
Our task was easy to define: Report stories, break news — and sell enough ads to keep
us all employed.
We succeeded.
Now we need to grow.
***
Social media is the greatest gift to media. It also can be its biggest curse.
If you do it right, you can expand your reach exponentially. Doing it right, however, is
the challenge.
First, you must make it someone’s full-time job. Content consistency is the first rule. (I’ll
pause while those in marketing applaud.) Then, you have to work to understand the
ever-changing algorithms of LinkedIn, Facebook, Instagram, X and others — while
figuring out which channel is best for you.
For the first six months of our existence, our social media efforts were little more than
my sporadic postings on LinkedIn. We knew we needed more.
In March, we made one of our first hires, bringing on Erin Young to lead our efforts.
Erin has already exponentially increased our output, drawing new faces to our brand.
Especially on Instagram, where we’re experimenting with fun takes on the news — and
fun insights into the staff.
We were just getting started.
In April, I started doing weekly spots on On New Jersey’s Mornings with Ken Rosato
program (shameless plug — every Thursday at 7:30 a.m.)
It’s another effort to reach a broader audience.
***
What’s next? A podcast.
BINJE has been proud to post podcasts of others on our homepage. And we’ll continue
to do so.
But later this summer, we intend to launch our own podcast from a currently
in-production studio at the Count Basie Center for the Arts in Red Bank.
Want to be a guest? Reach out.
You can find us on every major social platform.
