Social Media and Communications with Lindsay Sweeney

This week’s guest is Lindsay Sweeney, Senior Manager of Communications at K2 Integrity, a risk, compliance, investigations, and monitoring firm. She graduated with degrees in journalism and history and was convinced that her career would be in either of those industries. However, she started working in a small shop whose clients were mostly associated with fintech; she would eventually join K2 Integrity. She joins Tom Fox to discuss how you can use social media and communications to drive home internal messages and get your message and brand out to your clients, customers, and the compliance community. 

At K2

Within her first six months at K2 Integrity, the company expanded their presence in the media with a major financial crimes practice and merged with a financial integrity network in DC. From there, they kicked off a rebrand, which was both challenging and easier to do remotely due to the pandemic. She tells Tom, “It wasn't just a matter of changing our name in certain places,” she shares. “It was a matter of resetting how we think about ourselves and how we talk about ourselves, not just to clients, but also how we position ourselves internally.” 

Surprise!

Tom asks Lindsay what the biggest surprises she’s had were like. “I don't know if [it was] a big surprise or more like little surprises along the way, but I've come to realize one as a communicator there is no such thing as overcommunication,” she responds. “Keeping people in the loop is not just beneficial for making sure that everyone knows where the steps are along the way, but you're going to get a different perspective from someone… that's going to change the way you do things… maybe you'll find a new way to do something that you wouldn't have previously thought of.”

The Evolution of Content Marketing

Lindsay believes that personalization and targeted information in content marketing is going to become bigger; it was already in the works, but the pandemic has accelerated the process. Additionally, there will be increased focus on bite-sized content to accommodate the attention span of people at home.

Resources

Lindsay Sweeney on LinkedIn