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Our Services

Social Media

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Building community is where it all started for Backbone, and it’s where we continue to thrive. Our vibrant and energetic social media team dives head-on into what makes passionate, engaged communities tick, and we build social media strategies to create deeper connections and establish digital relevance. We stay on the pulse of the ever-changing algorithms and shift on the fly to make sure we’re breaking through. As traditional sources of influence wane and genuine connections via social platforms takes their place, we generate buzz and inspiration to keep your people stoked.   

What we offer

Brand Voice Development
Community Management
Brand Aesthetic Development
Content Mix Development
Platform Optimization
Creative Evaluation
Copywriting
Asset Creation
Paid Amplification
Posting
UGC
Engagement Management
Social Giveaways
Partner Recruitment
Reporting

Frequently Asked Questions

What platforms do you manage?
Our main platforms of expertise are Instagram, Facebook, Threads, TikTok, and LinkedIn.
How do you measure success?
We tailor success based upon our aligned strategy, but common metrics are impressions, reach, follower count, engagements, effectiveness, and sentiment analysis.
Do you offer social listening services?
Yes.

Frequently Asked Questions - Paid Social

What platforms do you support?
Meta, TikTok, YouTube Shorts, Pinterest, LinkedIn, and Snapchat.
Do you create the content and ads?
Yes—customized for performance and brand fit.
How do you measure ROI?
We use in-platform data (ROAS/revenue) combined with data we are seeing across other measurement sources (Shopify, GA4, North Beam, etc.) to understand the true ROI across Paid Social channels.
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a man preparing gear for a hike in a hut

Stories we've shaped

YETI Coolers

Backbone forged a long-term partnership between YETI and Bon Appétit’s Test Kitchen Manager Brad Leone, resulting in big wins on both earned and paid media channels.

Bank of the West

Bank of the West is leading the charge toward a more sustainable future by encouraging consumers to divest away from supporting the fossil fuel industry. The topic of sustainable finance is unknown to most members of the public, and Backbone has undertaken major, integrated awareness efforts to spread the word.

Chaco

To show consumers how Chaco's products are made, the brand renovated and retrofitted a school bus to be a mobile, custom design and repair center. The “Fit for Adventure” tour traveled the country, stopping in cities and at retailers to take custom orders and repair sandals so customers could continue wearing their beloved Chacos.

Visit Estes Park

In 2019 and 2020, Backbone’s media team partnered with Inkwell Media to create Visit Estes Park‘s Athlete in Residence (AiR) program. The stories that emerged from this program inspired millions of outdoor enthusiasts, set the standard for how to adventure responsibly during the COVID-19 pandemic, and showcased Estes Park as the leading destination to escape to during troubled times.

Social Media Insights

09 Feb 22
5 min read

Demystifying Partnership Amplification: Boosting, Dark Posting, Greenlisting, Branded Content, and Spark Ads

When it comes to the world of social media, paid partnership amplification is often a key element to extend the reach and impact of organic social media content. The ability to run paid ads from a partner’s handle lends brands additional third-party validation and gives them the opportunity to expose a net-new but highly relevant audience to the content, all while controlling the campaign objective and budget.

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