April 23, 2025

Navigating the Social Media Landscape: Insights from Lindsey Nolen, Founder of Social My Media

Social media marketing in logistics is evolving—success now depends on strategic storytelling, personal branding, AI integration, and a thoughtful mix of content and paid promotion to stay competitive and drive engagement.

In the ever-evolving digital marketing landscape, adaptability is key. On a recent episode of “Fr8 Marketing Gurus,” we sat down with Lindsey Nolen, the founder of Social My Media, to discuss her journey, the ever-changing world of social media marketing, and how businesses, especially in logistics, can leverage social media effectively.

From Journalism to Entrepreneurship

Lindsey’s journey into the world of social media marketing started in local journalism. Moving to Jacksonville, Florida, in 2017, she worked at a local news station and quickly realized the limitations of career growth in traditional media. “Local news is a beast,” she said, reflecting on the hardworking nature of journalists in the industry. However, faced with a ceiling in career advancement and the instability that COVID brought, she took a leap into digital marketing.

Her first step into social media marketing came unexpectedly. While reporting on a local restaurant launching a vegan menu, she struggled to get in touch with them through social media. When she finally met the owner in person and discovered they weren’t checking their accounts, she saw an opportunity. “Do you want help?” she asked, leading to her first client. That simple offer turned into a job managing the restaurant’s social media, and from there, the business idea snowballed.

Encouraged by a friend in logistics, she took the leap and officially started Social My Media. “If I had known about accounting and admin work, maybe I would have hesitated,” she joked, but after launching her business, she realized the value in being her own boss.

Lessons Learned in Building a Social Media Business

Lindsey’s early approach to taking on clients was simple: “If you have money, you can be a client.” Over time, she refined her strategy, realizing that some industries, like restaurants and real estate, presented significant challenges. High turnover in restaurants and market instability in real estate made it difficult to build long-term marketing strategies. Logistics, however, proved to be a stable and engaging industry.

“Everything is logistics,” she said, quoting her friend, fellow entrepreneur, and host of the Everything is Logistics podcast, Blythe Milligan. The industry’s vast opportunities, networking potential, and ongoing need for marketing support made it a natural fit.

The Power of Personal Branding on Social Media

One of the biggest shifts Lindsey has noticed in digital marketing is the power of personal branding. “If you can get a founder to talk on video about what they’re doing, it’s a game-changer,” she explained. People want to engage with people—not faceless brands. For freight companies, this means leveraging personal LinkedIn profiles, storytelling, and engaging in conversations rather than simply posting corporate updates.

The Role of AI in Social Media Marketing

AI is becoming an indispensable tool in marketing, but Lindsey sees it as a complement rather than a replacement. “I use ChatGPT for grammar checks and content refinements, but I always want a human eye on things,” she said. AI can streamline content creation, suggest improvements, and even generate visual content, but the human touch remains irreplaceable.

One of the most interesting AI applications she’s explored is video AI, which can generate clips of individuals speaking without them needing to record new footage. This has been particularly useful for busy professionals, such as doctors, who struggle to find time for content creation.

The Evolution of Social Media Strategy in Freight Marketing

For companies in logistics, Lindsey emphasized that having a well-defined social media strategy is crucial. “Cold calling isn’t enough anymore. You need a presence, a way for people to see your expertise before they ever speak to you,” she said.

A successful social media strategy for freight companies includes:

Storytelling: Making posts engaging by sharing real experiences.
Content Variety: Mixing written posts with videos and graphics.
Engagement: Encouraging employees to interact with company content to expand reach.
Call-to-Actions (CTAs): Providing clear next steps for audience engagement.

She also highlighted the importance of placing links in comments rather than the main post on LinkedIn, as LinkedIn’s algorithm deprioritizes posts with outbound links.

The Reality of Paid Ads and Social Media Growth

Gone are the days of organic social media growth alone. “You need a paid strategy,” Lindsey emphasized. Even a small budget can help boost engagement and attract the right audience. She recommends testing content organically before deciding which posts to promote.

“Even sprinkling a little money behind each post makes a difference,” she said. It’s a crucial strategy for businesses looking to expand their reach without waiting for organic growth.

Outsourcing Social Media for Freight Companies

For small to mid-sized freight companies, outsourcing social media can be a game-changer. Lindsey noted that many hesitate, worried about the return on investment, but she stressed the value of bringing in an expert.

“Outsourcing gives you the benefit of an experienced marketer without the overhead of a full-time salary,” she explained. However, companies need realistic expectations—results take time. The real payoff often comes around the six-month mark.

Embracing the Future of Digital Marketing

Marketing is always evolving, and freight companies need to stay ahead by embracing new trends. Whether it’s leveraging AI, refining paid ad strategies, or focusing on personal branding, the key is to remain adaptable.

For those looking to refine their social media presence, Lindsey advises staying informed through industry newsletters, keeping up with emerging platforms, and always being willing to experiment. “Marketing doesn’t stand still. The people who stay ahead are the ones who are always learning.”

Want to connect with Lindsey? Find her on LinkedIn or email her at info@socialmymedia.com.

For more insights and strategies on freight marketing, follow Virago Marketing for expert advice and industry updates.