Molly Buccini

Justin knows a thing or two about “the language of social media” and we’re glad – because he’ll need that knowledge for his latest endeavor as a senior social media strategist at Brafton.

Flash back to 2012 and Justin had joined Brafton as a marketing researcher. Not long after he began, he quickly realized he was best suited for social media, and made the switch to learn more about client management, strategy implementation and analytics reporting.

“Social media is an incredibly dynamic space that is constantly trying to find its cruising altitude and it can get pretty hectic at times,” Justin said. “Being part of a team that you can rely on and that you know will support you makes the challenge exciting and one that we all rise to together.”

And it was just recently that Justin began a new exciting challenge: A Spanish social media strategy.

When talking about the theory of social media language in a blog post, Justin said “social language, like any other speech method, is governed by an exhaustive set of rules and there is nuanced ‘syntax.’” Basically, deciphering what your audience is saying and how they’re reacting will determine what they like, and what you in turn, should be posting.

Using those insights when engaging with a Spanish-speaking audience has been the challenge that Justin enjoys.

“The biggest similarity is that in the end, consumers are consumers, no matter what language they speak,” Justin said. “The challenge is in translating a catchy quote or phrase and properly translating it without losing that ‘X’ factor that makes a Tweet or Facebook post compelling.”

Still, Senior Social Manager Kristen Fritz knew Justin was the right strategist for the job.

“Justin cares a lot about his clients, and taking on a Spanish social media strategy is an exciting new direction for our team,” she said. “I’m really proud of all he’s accomplished and love how much leadership he’s showcased, especially with training our interns.”

Learn more about Justin in our Brafton Q&A:

Q: As a kid, what did you want to be when you grew up?

I wanted to be a drummer.

Q: What do you think is the most important quality needed for success?

Having the right motivation – that’s true to oneself.

Justin with fellow Braftonians Kaan and John.
Justin with fellow Braftonians Kaan and John.
Q: What do you value most in a job?

To feel that the company that I work for is invested in me.

Q: What is your most treasured possession?

A Shorty’s poster from the year 2000, signed by some of the world’s best skaters.

Q: Which day of the work week are you the most productive?

I feel the most productive on Monday since I’m refreshed after the weekend.

Q: What’s your favorite aspect of your job?

I enjoy the professional relationships I have with clients and knowing that those relationships ride on my job performance. Self-fulfilling prophecy?

Q: What do you consider your greatest achievement?

Having lived on three continents!

Q: If Brafton were a TV show, which character – from any sitcom, drama or reality show (of any time period) – would represent you?

Silvio Dante from The Sopranos


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