Salmon Labs Newsletter

By Rob Estreitinho

Every week I share practical lessons from 15+ years writing comms and social strategy.

🍣 8 sharp reads about comms strategy

Hey, Rob here. Every week, I share with the Salmon Crew a snapshot of some of the top resources I added to my swipe file. But I've noticed two things: The random curation feels nice, but is not that unique It's kinda just me doing the curating, which again – not unique So, I've decided to mix things up in a couple of ways. First, a more distinctive name: Bento Box. A themed collection of tasty links, so that you can go deeper with maximum context. Second, something which I'll be doing soon:...

5 days ago • 1 min read

🍣 10 snappy takes on earned social

Hey crew, Rob here. Earned social media has been on my mind. So much so, I wrote a thing for WARC about it (link below). Complement with the following thoughts, which are saltier but born out of 15 years of experience: When we treat social as a channel, not an ecosystem, we give away our internal structures and politics, and call it strategy. We've codified best practices for paid and owned but not for earned, maybe because until now there wasn't an incentive to do so (or maybe it's not...

8 days ago • 1 min read