Currently handling social media for Franklin Barbecue, working with them since 2021. What started as picking up the reins from Stacy Franklin — who'd been running it herself until the brand's growth outpaced the time she had for it — has grown into full content and copywriting support: original photography, social videos, brand voice, and day-to-day social strategy.
01 — Photography & Content
Content comes from three places: original photography and video shot specifically for Franklin's feed, photos and video the Franklin team provides directly, and the best fan and customer shots sourced from what people are already posting.
02 — Copywriting & Brand Voice
Captions are written to hold Franklin's voice: warm, neighborly, understated, dry — never salesy. That consistency matters even more as the brand continues to expand as more people see Franklin's name the voice has to hold steady across all of it.
BUTCHER PAPER Q&A -- A RECURRING SERIES TO ANSWER OUR MOST POPULAR QUESTIONS
VALENTINE'S DAY TIE-IN — SEASONAL HUMOR, ON-BRAND
MARCH MADNESS TIE-IN — INTERACTIVE ENGAGEMENT (COMMENTS AS VOTES)
SHARING FRANKLIN CPG & MERCH WHILE NOT BEING OVERLY SALESY
Spotlight: Summer Closure Response
When a post alluded to Franklin BBQ closing, the response crossed out the claim directly on the image and added a new line — copy that stayed calm, dry, entirely on-brand instead of defensive.
03 –– Paid Support
Recently expanded into light paid media for Franklin — boosting top-performing organic posts through Ads Manager to extend their reach, rather than building out separate ad-only creative.
"Original Sauce" Video Boost
$175 — Budget, 7 days
30,000+ — People reached
41,696 — Video views
$0.04 — Cost per website visit
4,296 — Website visits driven
30,000+ — People reached
41,696 — Video views
$0.04 — Cost per website visit
4,296 — Website visits driven
A single boosted Reel introducing Franklin's Original Sauce — modest spend, efficient reach, real traffic to the site.
