In the 36th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sat down with Valerie Morrow, Director of Social Media at Dairy Farmers of America. Valerie is a seasoned social media leader with nearly 15 years of experience, and explores with the group how marketing communications strategies can adapt in a fast-changing digital environment, integration of data and storytelling, the impact of AI on social media, and the evolving role of social platforms in SEO.
Don’t miss Valerie’s expert tips on creating intentional content, building engaged communities, and managing social media strategies effectively.
CultivatED Marketer Ep. 36 — Data and Storytelling in Social Media: Valerie Morrow’s Playbook
Valerie’s career in social media may have chosen her, but her journey is marked by strategic foresight. While at the University of Central Missouri, Valerie began exploring how social media could fulfill business needs, discussions that laid the groundwork for her career in communication professional development. By consulting with marketing leaders, she identified an emerging opportunity: social media. As she puts it, the key was to be “solution-oriented” — a mindset that supports career development for anyone in the field.
The Intersection of Data and Storytelling
Valerie emphasizes the power of combining data analytics with storytelling. “They tell a complete story when brought together,” she says. At Dairy Farmers of America, where Valerie is the Director of Social Media, blending long-form storytelling with analytics has been transformative. By using both qualitative insights and strategic narrative construction, her team has revolutionized their marketing professional development efforts—shifting from long-form stories to dynamic video content that drives both internal and external communications.
Focus, Not Fads: Strategy Over Tactics
One constant in the social media world is change, whether it be platform algorithms or emerging technologies. Valerie encourages a focus on strategy rather than tactics. “Social strategy is more than just posting or chasing trends,” she remarks, advocating for purposeful engagement over mere presence. This aligns closely with the kind of continuing professional development that marketers and communicators need to thrive. By narrowing focus on what aligns with an audience and organizational goals, leaders can strengthen both internal communications and external reach.
Staying Ahead with Community and Authenticity
Despite the rapid evolution of social platforms, Valerie firmly believes the future lies in blending AI, community, and trust. AI is transforming content creation and analytics, but it cannot replace the human touch in storytelling. She underscores that brands must maintain authenticity to meet the growing audience demand for genuine connections. These insights are key for professional growth and for those pursuing continuous professional development in digital marketing and communications.
Beyond operational insights, Valerie offers personal reflection, sharing that effective social media management involves asking “the right questions” to shape impactful strategies. This approach reflects the essence of professional development for communications professionals, reminding marketers to remain curious, adaptable, and intentional in their work.
Looking Ahead to Social Media’s Future
For those leading teams or embarking on personal development journeys in social media, Valerie suggests managing goals with intent and aligning them with broader organizational objectives. Her approach to layering innovation onto existing strategies is a blueprint for long-term success in marketing communications and career development.