Ask The Expert: Sydney Socials

What inspired you to start your influencer career?

Back when I started blogging the term ‘influencer’ didn’t even exist. I first started blogging in 2012 as a requirement for my Marketing Degree program and later (2014) rebranded that school project to TheWorkingGirl.ca when I was working at an Ad Agency.

Can you tell me about your favourite collaboration so far?

My favorite collaborations are the ones where the brand allows me to be more hands-on in the design and creation of a product. I’ve always been obsessed with the process of taking an idea and turning it into something tangible. My partnership with Eos is an excellent example of this. Last summer we launched 7 new lip balm flavour profiles across 19 markets worldwide, it was a thrill to see the products I helped create sitting on retail shelves.

I also love working with brands who are interested in working with me on a long-term basis. The best partnerships always come from these types of working relationships.

What motivates you?

The idea of working each day to become the very best version of myself. Simple, in theory. Tricky tacked on to life’s inevitable ups & downs. I’ve become addicted to seeing how far I can take things.

What are 2 tips you want to pass along to PR professionals and brands that send pitches?

Know who you are pitching to! There’s nothing worse than receiving an email from a brand you’ve idolized forever, only to realize you’ve been contacted through a mass email…. a personal approach is always best & more impactful in the long-run. My favorite and preferred partners are the ones who take the time to get to know me/my brand and have a clear idea on how and why we would work well together.

Secondly, to then foster those relationships throughout the year and not only while those campaigns are active. When there’s a great partnership happening, it only serves everyone involved (audience, influencer, brand) to develop a sincere and long-term relationship. I’ll pass on fake, one-off ads based solely on the money. To me, there’s nothing more powerful than a tried and true partnership built from trust.

What does a day in the life of an influencer look like?

I used to kind of, fly by the seat of my pants in the early days [bc no one day is the same] but have since developed systems and habits that have helped my workflow tremendously. I don’t have a team, so it’s me heading up all new business, business development, fostering past partner relationships, weekly admin, styling, writing… you name it. I’ve learned to use methods like time blocking and batching tasks to make the best use of my time so I can maximize results. If I had to break it down….

A typical day for me includes:
+ waking up at 7am
+ coffee & lemon collagen water
+ walk my dog
+ morning emails & social media
+ workout to clear my mind
+ blog writing & campaign prep
+ afternoon calls / meetings
+ make dinner for my family

Do you have a favourite Disney movie?

Growing up it would be a close tie to The Little Mermaid & Sleeping Beauty. Now I’d say Brave.

What are your favourite apps?

Instagram (obviously), I’m obsessed with Pinterest and recently I’ve been getting into TikTok (@sydneysocias)

Social Links:

Website- https://theworkinggirl.ca/
Twitter – https://twitter.com/sydneysocias
Facebook – https://www.facebook.com/theworkinggirl.ca/
Instagram – https://www.instagram.com/theworkinggirl.ca/
Pinterest – https://www.pinterest.ca/sydneysocias/