When I started my remote social media management agency, I knew fostering a strong sense of connection and collaboration among team members would be essential, but also challenging. After all, we’re not just scattered across the U.S. and Canada; we’re also independent contractors, each bringing unique schedules, perspectives, and goals to the table.
Yet over the years, I’ve discovered that social media, the tool we use to help our clients build their brands, has become a powerful force in shaping our company culture. From fostering relationships to creating accountability, it’s at the heart of how we operate.
Building Relationships in a Remote World
One of the biggest misconceptions about remote work is that it lacks the personal connections of an office environment. I’ve found the opposite to be true. Relationships are at the core of everything we do, and we prioritize them, both with our clients and within our team.
For example, we use a private Facebook group to share updates, celebrate wins, and encourage one another. Even though we’re physically apart, these moments of connection bring us closer. I also make a point to check in with our team regularly, ensuring that everyone feels supported and heard. The feedback we receive from our monthly anonymous surveys confirms it: our team members feel more connected here than they ever did in traditional office settings.
To further strengthen our bonds, we introduced “Lunch Connect,” a voluntary monthly virtual lunch where team members are randomly paired to get to know each other better. This initiative has been enthusiastically met and fostered deeper connections among our remote team.
Communication as a Core Value
Strong communication is the foundation of any successful remote team, and we’ve made it a cornerstone of our company culture. To reinforce this, we created a program called “Fundamentals,” inspired by David Friedman’s book Fundamentally Different. The program translates our core values into actionable behaviors, primarily focusing on communication.
Each week, one team member is assigned a specific fundamental that is aligned with our core values. For example, under the core value of “Communication,” some of our Fundamentals include:
- Remove barriers that create excuses.
- Meet deadlines.
- Proactively communicate the status of deliverables.
- Do what you say you will do.
The team member tasked with the Fundamental of the week (e.g., “Meet deadlines”) is responsible for championing it across the organization. They share insights and examples of embodying the behavior, fostering a culture of transparency and accountability. This practice has been instrumental in keeping our team aligned and strengthening our commitment to clear communication.
The Impact of In-Person Meet-Ups
While our remote setup has been effective, we recognize the unique value of face-to-face interactions. Recently, we organized an in-person meet-up in Harrisburg, PA, where team members from various locations came together for a few unforgettable days of fun, collaboration, and celebration.
This gathering included activities like a creative team meeting over breakfast, visiting local destinations, and a surprise baby shower for one of our team members. These experiences deepened our connections and enhanced our understanding of each other’s personalities and work styles, strengthening future collaboration.
Onboarding in the Digital Space
Social media also plays a role in how we onboard new team members. Every contractor begins with a paid sample project. If it’s a fit, we move on to an independent contractor agreement and a brief onboarding meeting, where I introduce them to our tools, processes, and clients.
From there, we gradually expand their responsibilities, ensuring they have the time and support to adapt. It’s not a one-size-fits-all process, and that flexibility has been key to helping our team grow and thrive.
Lessons Learned
Looking back, I’ve learned a few key lessons about leveraging social media to strengthen our team culture:
- Start with Relationships: Find ways to bring people together, whether it’s a Facebook group or a Zoom meeting. Connection drives collaboration.
- Embrace Transparency: Use tools that allow team members to see progress, share ideas, and stay informed.
- Celebrate Wins: A quick shoutout in a group chat or a post in a private group can go a long way in boosting morale.
- Stay Open to Feedback: Regular check-ins and surveys can help you identify what’s working and what’s not.
- Incorporate In-Person Interactions: Organize face-to-face meet-ups to strengthen bonds and enhance collaboration.
Final Thoughts
Social media often gets a bad rap for being a distraction or a time-waster, but in my experience, it’s a game-changer for building a strong, connected team. By embracing its potential as a communication and engagement tool, I’ve created a culture that supports our work and makes it a joy to do.
For companies looking to foster a similar sense of connection, my advice is simple: start with your people, lean into the tools that bring them together, and let relationships guide your culture.
