Coworking Marketing Weekly #55 - Social Media Strategy with Petra Bijvoet: Masterclass Takeaways (Part 1) 📚

Hey there,

Rosee from Cobot here!

About two weeks ago, I had the opportunity to attend a social media masterclass by Petra Bijvoet at workish.berlin 🇩🇪.

Petra is the CEO, founder, senior creative strategist, public speaker, and trainer behind Hashtag Junkies, a creative agency focused on branding and social media strategy.

During the session, Petra spoke about something many small businesses struggle with:

Because most people don’t lack ideas. They lack structure.

When it comes to coworking, there are constantly new moments worth sharing. New members joining, events happening, improvements in the space, conversations around the coffee machine, or a spontaneous collaboration between members.

Content ideas are rarely the problem. The challenge is turning those moments into a clear and consistent story about your space. Because having things to post is not the same as having a strategy behind those posts.

To explain how strategy actually takes shape, Petra broke the process down into four simple steps:

There was a lot to unpack during the masterclass, so I won’t try to squeeze everything into one newsletter. This is part one, where we’ll focus on the foundations.

🎯 Why are you actually on social media?

Before diving into tactics or content formats, Petra encouraged everyone to step back and ask themselves a few uncomfortable questions:

To illustrate the point, she asked the room two simple questions:

Quite a few hands went up for the first question.

Much fewer for the second.

That gap is where many businesses get stuck.

Because followers don’t automatically turn into clients.

Petra reminded us that what actually drives business online isn’t reach or views, it’s trust and recognition.

Social media can absolutely help you grow your business, but only when it’s used for what it’s really meant to be:

A tool for building relationships and trust with your audience. The goal is not follower numbers, but connecting with people who may eventually become your clients or members.

Another idea Petra returned to throughout the session was that a brand is not just a visual identity.

It’s a personality.

A brand talks.

It listens.

It develops opinions.

It grows with its community.

And that’s why people connect with it.

If people don’t understand who you are and what you stand for, they won’t remember you.

So before thinking about content, Petra encouraged everyone to get clear on a few basic things:

The goal isn’t to sound impressive.

The goal is to be clear.

Clear brands are easier to remember.

Of course, personality also needs to be expressed visually. We previously wrote a newsletter about the visual side of brand identity (logos, colors, typography, etc.) since these elements also contribute to shaping how people recognize and remember your space. If you want to check it out, you can read it here.

To make this more concrete, Petra shared a simple positioning framework:

I help ____ with ____ so they can ____

I am known for ____

It sounds simple, but when you try to write it down in one sentence, it forces you to clarify what your work is really about.

She also suggested doing a quick “five-second test.”

If someone lands on your social media profile for five seconds, they should understand:

If that’s not clear yet, that’s usually the first thing to work on.

Petra asked two questions that stuck with me:

Because if those values aren’t visible in how you communicate, they remain just words on a website.

The topic for next week is:

If you missed last week's newsletter, check it out here:

Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.

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