Written by Annika Hedström, IMA Norway

At the IMA International Conference in Helsinki in 2022, I was approached by Christina, the newly elected Executive MarCom officer. She shared an exciting vision - she wanted to establish a social media team for IMA, with the goal of revitalizing the organisation’s communication channels and taking IMA’s presence to the next level.

By the start of 2023, we had formed a dynamic team: Tina from Denmark, Karin from South Africa, Nicole from the Netherlands, and myself from Norway. Together, we embarked on a mission to bring IMA into the heart of the social media space. And if I may say so myself, we made a pretty good start!

Over the past two years, the team has seen changes - new members have joined, and some have moved on - but one thing has remained constant: my enthusiasm for being part of this incredible group. There have been days with less motivation and a writer’s block, but speaking with the others often helped cure those too. It’s been a rewarding journey, not only because of the results we’ve achieved, but also because of the fun, creativity, and collaboration along the way.

We set out to create content that would not only engage our existing members but also attract potential ones. Our campaigns have highlighted everything from why people choose to become members to what it’s like to serve on IMA’s board. We’ve done monthly summaries of the activities happening in IMA chapters across the globe and recently launched a guest writer series to bring fresh voices to our channels.

In less than two years, our LinkedIn following has grown by nearly 2,000 people - a 67% increase - and we’ve seen a 37% boost in our Instagram audience. Posting has also become a regular part of our routine. We’ve gone from sporadic updates to consistent, meaningful posts several times a week. It’s a transformation that’s both exciting and fulfilling.

But social media isn’t just about posting content. It’s about strategy. It’s about having a clear plan and being willing to experiment with new tools. As a team, we’ve learned to leverage platforms like Canva for designing visuals and ChatGPT for harnessing the power of AI. And perhaps most importantly, we’ve built a supportive environment where we can bounce ideas off one another, bringing out the best in our creativity.

One of the highlights for me has been the connections we’ve fostered within the wider IMA community. We’ve hosted webinars for the social media coordinators in various IMA chapters, sharing ideas and strategies. It’s been amazing to witness the growth of those chapters and see them blossom on their own social channels.

What really keeps us going, though, is the engagement from our members. Every like, share, and comment matters. They aren’t just social media interactions - they’re a form of support that fuels our motivation and helps us spread the word about IMA to new networks. And yes, you may have heard me talk about "the algorithms" - well, this is why they’re important!

Being part of this team has been a tremendous learning experience. I’m always on the lookout for opportunities to grow, and I’ve discovered that the skills and insights I’ve gained through IMA’s social media team have also enriched my professional life outside of IMA. It’s been incredibly exciting to see this part of the organisation evolve and grow, and I can’t wait to see where we’ll go next.

After two wonderful years, though, it’s time for me to hand over the reins. I’ve learned so much from being part of this team, and I know that with new members comes new energy, fresh ideas, and exciting innovations that will take IMA’s social media presence even further. Although I’ll be stepping back from the team (to focus on the IMA Norway board team), I’ll continue to support IMA through my likes, comments, and shares - cheering from the sidelines as this amazing journey continues.

Annika Hedström, IMA Norway