Hey, I'm Eric Sanchez a
Digital & Social Media Strategist.
You need social posts.
You need a social strategy that performs.
Organic social media isn’t just about going viral; it’s about building consistent, purpose-driven content that promotes trust and brand loyalty. An effective organic strategy sparks engagement, delivers long-term value, and grows your audience, without relying on paid ad spend.
Social Media Examples:
Client
CDC's Let's Stop HIV Together
I partnered with the CDC to lead strategic content development for the Let’s Stop HIV Together campaign, a national initiative focused on raising awareness, reducing stigma, and promoting testing, prevention, and treatment of HIV. Our efforts were grounded in a segmented approach targeting three key audiences: Healthcare Providers, Partners, and Consumers, including LGBTQ+ individuals, Black and Latino communities, and people living with HIV.
I helped build content pillars aligned with each audience group, combining photography, short-form video, carousels, and quote cards that elevated authentic voices from the community. These assets were optimized across multiple platforms, including Instagram, Facebook, LinkedIn, and X, leveraging native formats and cross-promotion to expand reach, increase engagement, and build authentic brand trust. This tailored strategy enabled us to enhance relevance across channels and strengthen the campaign’s impact within key target populations.
Social results that drive engagement.
5.5% Increase in Followers
41.1M Estimated Impressions
40.1K Total Engagements
226.6K Total Video Views
182 Published Posts
#StopHIVTogether
Client
Associated Healthcare Credit Union
To drive results for AHCU, I developed a localized organic content strategy rooted in community connection and competitive insight. By analyzing local credit union competitors, I identified content gaps and opportunities to better engage AHCU’s core audience of healthcare workers and Minnesota families.
Because of this strategic work, AHCU earned 10 Minnesota Credit Union Marketing Awards, including Digital Advertising, Design and Engagement & Outreach, positioning it as a trusted financial resource and an active community partner.
Performance at a glance.
3.3% Increase in Followers
2.3K Total Engagements
156K Estimated Impressions
18K Total Video Views
165 Published Posts
#AHCU
Employer
Wipfli
To address operational inefficiencies and digital transformation hesitations across industries, I helped execute a multi-channel campaign positioning SaaS solutions as essential tools for modern businesses. This included visual storytelling, industry-specific messaging, and data-backed content to engage decision-makers.
Key Outcomes:
Tailored B2B content for healthcare, finance, manufacturing, digital solutions, tribal, government, and education.
Visual data storytelling with bold layouts.
Clear CTAs drove ebook downloads and discovery sessions.
#Wipfli
Client
Children's Hospital Association
CHA came to me with a clear need: improve low engagement and create a consistent posting strategy that would deepen community connection and drive donations. I developed and implemented a strategic content cadence that combined mission-driven stories, donor spotlights, and timely calls to action.
As part of the mix, I leveraged events, fundraisers, and volunteer efforts to fuel year-round content, using tools like event promos, donation stickers, and Stories to turn followers into engaged supporters.
The organic outcome.
1.1% Increase in Followers
29.2K Reach
3.3K Total Engagements
1.2K Total Video Views
90 Published Posts
#CHASaintPaul
User Generated Content
Let's Stop HIV Together
Goal: Build authentic engagement and trust through real voices and lived experiences.
Strategy Pillars
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Authenticity: Real people. Real stories. Real impact.
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Audience: African-American, Black, Hispanic/Latino, LGBTQ+, and older adults.
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Empowerment: Peer storytelling to reduce stigma and spark dialogue.
UGC Activation Steps
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Guide & Prompt: Share toolkit with participants, hashtags, and video tips.
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Inspire & Recruit: Ambassadors kick off with campaign shoutouts.
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Spotlight & Credit: Feature contributors, tag, and celebrate their impact.
Spanish Language Social:
Cultura meets Strategy.
Evolving approach ensures Spanish-language social media goes beyond translation. It builds cultural connection and trust through authentic storytelling. The 4 step approach:
Strategic Integration
I weave Spanish-language content into monthly calendars, aligning with awareness days and cultural insights to ensure inclusion and representation.
Outcome: cohesive, inclusive messaging that reflects lived experiences.
1
Platform Adaptation
Each platform’s audience and tone shape the message. I tailor Spanish posts for Facebook, Instagram, and X to feel natural, engaging, and native.
Outcome: optimized content for tone, behavior, and reach.
2
Latino Storytelling
I center real stories from Spanish-speaking ambassadors and community members, driving participation and UGC that reflects authentic voices.
Outcome: stronger emotional connection and brand credibility.
3
Guided by data and community feedback, I refine our strategy to stay relevant, culturally resonant, and aligned with audience needs.
Continuous Evolution
Outcome: sustained engagement and long-term audience growth.
4
Featured work.
What’s the first step in building an organic social strategy? I start by understanding your brand, audience, and objectives. Every post ladders up to your business goals, whether that’s awareness, engagement, or conversions.
How do you define the right audience and messaging for social? I define your target audience segments and shape messaging that resonates delivering value through relevance, not just reach.
What are content pillars and why do they matter? I define 3-5 key content themes that reflect tour brand voice, values, and community. These guide the type of content we produce, education, inspiration, testimonials, etc.
How do you tailor content for each social media platform? I tailor each piece of content by platform (Instagram, TikTok, LinkedIn, etc.) to match user behavior, native formats, and algorithm priorities.
How do you encourage engagement and grow a community? I foster real-time dialogue with the audience by responding to comments, encouraging UGC, and building authentic connections.
What KPIs do you track to measure organic social performance? I measure KPIs like reach, saves, shares, engagement rate, video views, and clicks to refine the content strategy and keep growing with intention.
