Organic Social Media Newsletter, Community, Consulting

It was dumb luck honestly...

I was unqualified to even read the job description.

But they rolled the dice and took a chance on me and just like that I was running social media at YouVersion (the Bible app with 1 BILLION downloads).

At YouVersion I saw how legitimately caring about your audience results in insane follower growth and engagement. We increased the following of our Instagram account from 500,000 to 2.6 million followers in two years. We launched multiple accounts that grew from zero to over 100,000. Our TikTok went from zero to over 300,000 in under six months.

I'm currently the Head of Social at Benzinga where I lead the best social media team in the world. So far we've grown our social presence by over 600K followers (50%) and drove 877.74M impressions and 25.97M engagements with a post volume of over 21.7K posts. And we're just getting started.

I started writing on LinkedIn on January 1, 2022 and have written (almost) everyday for 4 years. The account has grown from 0 to 45,000+ followers. 15,000 of those followers have been kind enough to subscribe to my newsletter, Social Studies.

Social Studies is trusted by social media pros at Walmart, Amazon, Beehiiv, TikTok, Nike, Google, Tesla, Microsoft, DoorDash, Shopify, Adobe, Apple, PayPal, Uber, Salesforce, Target, Disney, Nvidia, Canva, John Deere, Accenture, T-Mobile, Marriott, Dell, and Forbes.

Kind words from Ish Verduzco (Founder of Internet Empires, previously at a16z, Snap, and LinkedIn): “There are only a handful of other creators in the social media space who are as sharp and consistent as Jacob has been in recent years. Social Studies is a great addition to your inbox if you work in the social media industry and want to learn from a pro.”

In short... I help brands build audiences, engaged communities, and raving fans.

Jacob Shipley

Social media marketing does not work instantly.

Social media marketing does not work instantly.

Social media marketing does not work instantly.

Social media marketing does not work instantly.

Social media marketing does not work instantly.

Social media marketing does not work instantly.

Social media marketing does not work instantly.

Social media marketing does not work instantly.

Social media marketing does not work instantly.

Buuuuuuuuuuut it does work quicker when you've got the right tools.

https://lnkd.in/g3QKqjHf

Brand partnership • Marketing @ Benzinga

Zusha Goldin

Portrait Photographer 

Artists For Unity

Artists for Unity is a nonprofit empowering the next generation of Jewish creatives.

Executive Director

Hey, I'm Zusha! I'm a portrait photographer born the youngest of 10 in Brooklyn.

In 2020, I moved to Los Angeles to create winning images for A-list entertainment talent, global brands, and the world's most recognizable founders & CEOs. 

I recently launched my nonprofit Artists For Unity, dedicated to empowering the next generation of Jewish creatives with two powerful global photo exhibitions spanning from LA to London, & New York to Scotland. 

Brands, celebrities, & executives choose me when their image matters.

Send me a text: 347-526-4581 
Send me an email: ZGoldinPhotography@Gmail.com
www.zushagoldin.com

I photographed actress Ana De Armas. If you don't know Ana's story, I'll tell you below. And it is fascinating. 

Born in Cuba, Ana moved to Spain at 18 years old to pursue acting, and then to Los Angeles to pursue acting in Hollywood. 

When she was auditioning for her biggest movie roles, she didn't even speak any English.

She learned English within 4 months perfectly enough to be able to play American characters with commitment and dedication. 

She proves that when you want it badly enough, you can attain it.

It was awesome to shoot with her. Photographed for Deadline Hollywood.

Portrait Photographer | Creative Director | Featured in Forbes & Deadline | Founder Artists for Unity.

My ten siblings success and my success happened because of my parents, and the world that raised us. 

The best people to photograph are the ones who raised you and made you who you are. You can’t do it without family. I shot my father in a gold room being as our last name is Goldin. It felt right. 

He raised me and my ten older siblings to be able to accomplish amazing things!

Alexandria walked into the studio with a problem most people won't admit out loud: she'd built something incredible: Chief Customer Officer, Senior Operations leader, but nobody could tell just by looking at her.

A standard headshot would've done what standard headshots do: put her in the category of safe, pretty, approachable.

But here's the thing about how people make decisions: they don't actually decide with their brains first. 

They feel something, and then their brain catches up to justify it.

A single photo either makes someone think "I want to work with this person" or it doesn't. 

There's no middle ground. So we didn't shoot a headshot. 

We directed an experience.

Before anything happened on set, we did the real work, getting into her actual story. What does her authority actually look like? What does she want potential investors, clients, and partners to feel when they see her? What makes her different from every other executive in a blazer?

Once we knew that, I created an environment where she could actually be herself. I used the same directing techniques I'd developed working with Hollywood talent, because whether it's an actor or an executive, the psychology is identical. 

People perform differently when they feel safe. 
Their shoulders drop. 
Their eyes soften. 
Authenticity shows up.

We created images that communicate something specific: "She's a business powerhouse. Fully in command. But she also understands style, presence, and the psychology of perception itself."

Each image is intentional. Because the best personal brands feel like glimpses of someone you already know and respect.

Now, when clients and investors see her, they feel and believe the authority that was always there.

The most embarrassing celebrity story happened to me…

Our story begins with me arriving on location, preparing my gear to shoot, introducing myself to Steven, and we’re about to begin shooting. 

For those of you who don’t know who Steven is, Steven Yeun is an actor who has starred in films such as Beef, Minari, and Mickey 17. A real talent.

So I’m about to begin directing Steven, when the editor in chief of the publication walks up to us, points to me, and says, “Steven, you gotta follow Zusha on social media. He posts the best content. He’s an incredible photographer.”

At this exact moment, the flash on my camera cracks, falls from my camera, and hits the floor with a thud. 

I turn beet red as embarrassment fills my being, and a sheepish smiles creeps up on my face.

But with true kindness, both editor and Steven let out a small chuckle, and we began shooting. 

Here is the result, Steven Yeun photographed for Deadline Contenders.

No alternative text description for this image

My entire life, all I heard was, "You won't make any money. Don't go into a creative field." But now, I'm 26 years old, living in the city of my dreams, working with global brands, top CEOs, and industry leaders.

 I'm making a living being an artist.

I know that's a rare blessing, but the adage of "Do what you love and you'll never work a day in your life" is a bunch of BS. Respectfully. 

My process entails creating moodboards, dissecting your brand to determine how to position you as an authority, having multiple creative direction calls, logistical planning, the actual photo session, and then the editing. 

I love it! But it is work. It is.

taplio

The Battle

Jacob Shipley

Zusha Goldin

Followers

Posts

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Performance ScoreJacob Shipley's LinkedIn Performance

Performance ScoreZusha Goldin's LinkedIn Performance

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taplio

The Battle

Jacob Shipley

Zusha Goldin

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jacob Shipley's LinkedIn Performance

Performance ScoreZusha Goldin's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJacob Shipley's LinkedIn Performance