I started my professional career as a copy editor, learning how to perfect a message so it reaches its intended audience; twenty plus years later, you could say my job is still basically the same, albeit in formats that were unimaginable back then. In those twenty-odd years I’ve had lots of different roles – copy writer, content manager, website manager, video producer, digital projects manager, digital campaigns manager, and now global head of social media.One of the reasons I love working in social media is that it’s constantly evolving: algorithms get updated, audience expectations change, new features arrive, trends come and go; what worked yesterday may not work tomorrow. Organic or paid, Instagram Story or LinkedIn Live, micro influencer or employee advocates – we have a myriad of options available to us today. It’s exciting.But that one basic challenge has remained constant: how to connect the right audience with the right message to achieve your objective. And I love it.When I’m not thinking about social media strategy, employee advocacy, and paid media tactics, you can normally find me hanging out with my family or admiring my record collection.