Lauren Salazar, Social Media Manager at Weight Watchers
Razorfish on behalf of Weight Watchers
About this entry
Weight Watchers’ social media fans and followers seek support, inspiration and, above all, motivation for choosing a healthier lifestyle. They are online frequently, and even the smallest kernel of advice in their social media feeds can change their day and possibly change their lives. Enter Lauren Salazar. Lauren has dedicated countless hours of work to ensure that every Weight Watchers post helps individuals make healthy choices on a daily basis. Lauren is responsible for overseeing day-to-day social media operations for Weight Watchers, which involves content and creative development, promotions, measurement and optimization.
The case for why this entry should win a Shorty
Lauren has a passion for social media and emerging technology, and in her role, she is expected to understand how to use these platforms to drive business results while ensuring an engaging, consistent experience across all Weight Watchers social media communities. The rich experience that Lauren and her team produce for fans and followers has tremendously increased engagement and growth across the properties since she started managing social media content for Weight Watchers in January 2011.
In the last year, the @weightwatchers fan base grew nearly 300% and likes for the Facebook page doubled (27,000 new likes a month on average). Strong engagement of Weight Watchers’ content on both platforms proves that the Twitter and Facebook communities truly appreciate the tips and guidance the company provides, such as recipes, weekly workout challenges, inspirational quotes, at-home fitness guides, dining out tips and more. In 2011, Twitter followers engaged with content 80% more than in 2010 and Facebook fans positively responded to posts by interacting with each 4,500 times on average!
These numbers speak volumes about Lauren’s leadership in developing a wide variety of content and her ability to listen to and understand what people are looking for from Weight Watchers. Her efforts are clearly making an importance difference in the lives of over 1 million people who are striving to improve their health and who are thankful for the daily reminders that they can do it and are not alone.
Prior to working at Weight Watchers, Lauren was Social Media & SEO Strategist at Path Interactive, a boutique digital advertising firm, where her primary role was to develop online strategies to help small and mid-size businesses increase their digital footprint. Before advertising, Lauren worked as a Senior Editorial Producer for nymag.com working on content and new product development for fashion, fitness, nightlife, and travel.