Meet copywriter and content manager Anna Sandahl, who explains why most companies still fail in social media.

anna sandahl

Hi Anna! What do you do at Ode?

– I’m the COO and manage the creative work. I founded the agency last year and spend about 50% of my time writing content for websites, newsletters, press releases and social media, and 50% managing projects and sales. A couple of times a month I give seminars, courses and workshops on writing for the web, both for businesses and as external lecturer in digital media at universities.

What’s your background?

– I like exploring new fields, so I got a bachelor’s degree in journalism from Linnaeus University, a good way to learn how to do quick research and turn complex things into something more sexy and interesting. I worked as a news reporter and freelance magazine editor for more or less 10 years, delivering content to publishers like Aller Media and Egmont Publishing. I am TV-trained by SVT (Swedish national television) and radio-trained by SR (Swedish national radio).

I also studied sustainable tourism at Linköping University, language philosophy and Spanish at Lund University and media activism at Södertörn University. I co-produced a documentary about Kilimanjaro in Kenya with Engineers Without Borders and co-founded the publishing house Grönegatan Förlag, websites/magazines Spring and Matkärlek (now part of TheDietDoctor.com). The last five years I’ve been working as a copywriter and content manager.

What do you think is the main challenge for marketers today? 

– To cut through the noise and to actually convert new customers. Companies tend to be present on Facebook, Instagram or communicating through websites and newsletters, but they don’t see any actual results. It’s because it’s not enough to just publish stuff, you need to produce something of high quality that’s useful and therefore will go viral and drive sales.

– I understand that it’s hard to stay up-to-date with social media algorithms and updates, they’re constantly changing – but good content is pretty much timeless and will live on.

And the most common marketing or communication mistake that companies make?

– They may have switched from print to digital channels, but I still see a lot of companies doing traditional advertising and PR, which simply doesn’t work. It’s also quite expensive. New channels require new ways of communicating. You don’t reach your customers anymore – you need to focus on making them find you. This is what needs to be the focus of every post, text, image or video.

What do you do at work, when you think that no one sees you?

– I take pathetic selfies where I try to look professional with my laptop. I always fail.

Where do you find inspiration?

– I’m inspired by businesses that have the courage to make fun of themselves. Parody and satire will be great for marketing campaigns and messages in 2017. Situation-based storytelling like the posts of Humans Of New York, or long blog posts that go viral because they use great formatting and narratives, headlines and tonalities like Wait But Why, inspire me.