My online life

Right now 26-year-old Marissa Bronfman is working on a deadline to launch a blog to accompany their new e-commerce site. “The beauty of Goodearth is that everything has a story, rooted in Indian craft, tradition, heritage and philosophy, and we wanted to create our own space online to share those inspiring stories,” she says. Bronfman, who moved to India in early 2011 from Toronto, Canada, after an assignment, wears many hats—apart from her role at Goodearth, she works as a writer, editor and digital media consultant. She tells us why everyone should be on Twitter and Facebook. Edited excerpts:

Not many job profiles say digital and social media head. What does your job description really entail?

I manage all of Goodearth’s social media platforms—Twitter, Instagram, Facebook and Pinterest—some of which I created and others that I took over. I work to ensure that communication and interaction on social media stays true to the brand’s style, while at the same time working to grow their reach and audiences. I track and analyse the analytics for all platforms, which informs and sometimes helps shape future content and digital strategy. For example, from tracking fan response on the Goodearth Facebook page, it’s very clear to me that our bright, colourful photos are one of the best ways to engage fans through likes and comments. Fans also love to see behind-the-scenes pictures, perhaps a craftsman carefully stitching an embellished Goodearth cushion.

What is the best part of your job?

That I get to experience or have access to all the beautiful things that I have to talk about. In some small way, I even get to tell the companies what will be viable for this market. For my first digital and social media consulting assignment in India, I worked with a luxury travel company and travelled to all of their properties in breathtaking Ladakh and Kumaon. A truly memorable first client in India.

How did your relationship with social media start and grow?

My first job was in New York City with The Huffington Post. It was there that I began to not only understand the power of digital but to learn its inner workings and become genuinely intrigued by it.

Which is the one network a brand serious about social media cannot ignore?

No person or brand serious about having an online presence can ignore Twitter and Facebook. Instagram and Pinterest are a close second.

You run a consultancy, Moxie Media… How is this different or similar to what you do at Goodearth?

I do for Goodearth exactly what I do for other clients: Translate their brand online in a sophisticated, beautiful and intelligent way that captures the spirit and integrity of the brand while ensuring that it’s modern, compelling and worth talking about. At Moxie Media, another client is a British luxury beauty company that will be launching in Mumbai and online. Of course, trying and testing dozens of luxury beauty products—everything from make-up, skincare, haircare and accessories—is a wonderful perk.

How is writing 600-word articles different from saying your piece in 140 characters?

As a writer and journalist, I always sought precision in language and to cut out the superfluous—Twitter demands just that. If you can’t distil what you want to communicate in 140 characters, then your message needs refining.

READ THIS ARTICLE ON THE WALL STREET JOURNAL.