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by Carlos Gonzalez
Social Media
Every organization I have worked for has put my social media management skills to the test. I amplify their message and engage with their communities by creating cohesive social media strategies and compelling content.
Featured Posts
Amplifying the Voice of Campesinos
Social media is all about creating an emotional connection with our audience. Stepping outside our comfort zone to explore different formats and subjects can result in deeper engagement. Even organizations within serious niches can benefit from fun and compelling narratives.
For instance, I created a series of videos featuring "campesinos" — rural farmers — for an organization focused on sustainable development. This campesino is talking about the importance of growing one's food, something the organization was encouraging but it is not mentioned directly.
While traditional project videos often overlook this content, repurposing it for social media proved impactful. Perhaps the most arbitrary and out-of-topic moment — the kiss with the wife — melted hearts when showcased at a live event.
For instance, I created a series of videos featuring "campesinos" — rural farmers — for an organization focused on sustainable development. This campesino is talking about the importance of growing one's food, something the organization was encouraging but it is not mentioned directly.
While traditional project videos often overlook this content, repurposing it for social media proved impactful. Perhaps the most arbitrary and out-of-topic moment — the kiss with the wife — melted hearts when showcased at a live event.
Corporate Celebrations Can
Be Engaging
The Association for Latin Professionals for America —ALPFA — is relatively new in Canada. However, its value derives from decades of experience supporting Latinx professionals in the U.S.
With a growing number of questions about ALPFA Toronto's value proposition, I decided to do something about it. I repurposed a conventional post celebrating the President's birthday to dig deeper into the association's history. The results on LinkedIn speak for themselves.
With a growing number of questions about ALPFA Toronto's value proposition, I decided to do something about it. I repurposed a conventional post celebrating the President's birthday to dig deeper into the association's history. The results on LinkedIn speak for themselves.
The LatinXcellence Symposium 2024
Reels are a great way to recall what happened at an event. I love to make them dynamic and engaging, and to boost them with the right collaborators.
This reel for the 2024 Latin Xcellence Symposuim for young Latinxs was entirely shot and edited by me using nothing but my phone.
This reel for the 2024 Latin Xcellence Symposuim for young Latinxs was entirely shot and edited by me using nothing but my phone.
Supporting Latinx Professionals in Toronto
As a Marketing Communications Specialist at ALPFA Toronto, I'm using my design skills to contribute to a brand with 50 years of experience supporting Latinx professionals in North America.
I experiment with new possibilities that amplify the brand's concept while respecting its tone, palette, and corporate style. As our chapter tries to differentiate itself in the Canadian context, the purpose of this post was to reinforce the idea that we are Toronto's chapter.
I experiment with new possibilities that amplify the brand's concept while respecting its tone, palette, and corporate style. As our chapter tries to differentiate itself in the Canadian context, the purpose of this post was to reinforce the idea that we are Toronto's chapter.
Repurposing Owned Podcast Content
Using podcast content as a base to create reels usually pays off. This interview compilation promotes a digital platform where marketers could join to connect and grow.
Breaking Down Content for the Long Run
I turned a three-minute video that touched on many different topics into a series of reels focused on a single one: the challenges professional immigrants face after moving into the Canadian market.
Although this company does not offer services exclusively to migrants, they are one of its segments. Using this as a starting point, I explored this topic, and it resonated with both the collaborator and the company's audience.
Although this company does not offer services exclusively to migrants, they are one of its segments. Using this as a starting point, I explored this topic, and it resonated with both the collaborator and the company's audience.
Partnering with Podcast Creators
Collaborating with podcast creators is a great tactic to broaden our audience and message. Moreover, it's a way to open doors for future partnerships.
This interview from the Tierra Movida podcast was shared by ALPFA Toronto's President without a strategy or concrete purpose behind it. Then, I decided to take it to the next level. I reached out to the creator and together we adjusted the format and captions for Spanish and English speaking audiences.
We posted three joint videos, reaching more people than usual and allowing them to know both ALPFA organization and her podcast better.
This interview from the Tierra Movida podcast was shared by ALPFA Toronto's President without a strategy or concrete purpose behind it. Then, I decided to take it to the next level. I reached out to the creator and together we adjusted the format and captions for Spanish and English speaking audiences.
We posted three joint videos, reaching more people than usual and allowing them to know both ALPFA organization and her podcast better.
Crowdfunding for Peace
Short video targeted to potential donors in the U.S. for the Feed Peace in Rural Colombia crowdfunding campaign. The campaign raised $6,000 USD to build critical infrastructure for the community. Some community members participated in the production of these materials.
More Social Media Content
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