More than a dozen years ago, “Delaware’s Twitterati” pioneered online engagement with the location-based hashtag #netde, establishing genuine virtual connections.
“Real people participated from the start, and we successfully leveraged social media to build a strong community and fundraise for local causes. It was a rapid and powerful demonstration of what our small state could accomplish,” said Nancy Dibert, CEO and co-founder of Middletown-based Epic Marketing Consultants Corporation.
Much has evolved, and social media is vital for business and communication. Yet Delaware’s social media professionals have lacked a dedicated place to network and exchange ideas. That changed in October 2024, when Epic Marketing, a full-service agency with award-winning campaigns and expert connections, launched the Social Media Day Delaware conference.
“Many businesses recognize the need for social media but find it overwhelming or unapproachable,” said Jessica Burton, social media director at Epic Marketing and conference organizer. “At the same time, there’s an abundance of talented local social media marketers, agencies and businesses whose expertise rivals those working for national corporations. I thought that if we could get everyone in the same room, maybe we could make some magic happen.”
Social Media Education and Skill Development
Social Media Day Delaware 2024 brought together attendees for a day of learning at the University of Delaware’s STAR Campus, with UD’s Division of Professional and Continuing Studies serving as the conference’s exclusive Learning and Development Sponsor. Experts shared insights ranging from optimizing LinkedIn profiles and mastering video content to navigating crisis communications and collaborating with influencers.
Such skills exchanges assist Jessica Horstmann in her role as digital marketing manager for the Greater Wilmington Convention and Visitors Bureau. Digital marketing accounts for at least 50 percent of the organization’s impact, and dedicated engagement has grown the @visitwilmingtonde Instagram profile to 16,000 followers.
“I’m sure some of my family thinks that I just post pictures and that’s it. But there is so much more strategy behind what you post, when you post, how you post,” Horstmann said.
Offering a local perspective is uniquely valuable, and that’s why Horstmann partners with content creators like Alexis Harris and Jaymi Carnazza. During a Social Media Day Delaware 2024 panel, they discussed influencer storytelling’s power to drive online visibility and real-life traffic.
The conference reminded Harris why she started First State Destinations: to build a bridge between what people think Delaware is and what it can be through intentional digital marketing. She prioritizes results-driven partnerships over mere views, and takes pride in being both educational resource and content creator.
“There is so much power in proximity. When you bring together marketers, creators and business owners in one room, you realize how much we can learn from each other,” Harris said.
Social Media’s Role in Economic Growth
Social media isn’t simply attracting visitors to Delaware; it’s also boosting business. When social media strategist Brooke Miles of Delaware ShoutOut saw her clientele shift during the pandemic, she expanded nationally and internationally through LinkedIn tutorials on YouTube.
While her business remains widespread, she still values local connections, even gaining a client after speaking at Social Media Day Delaware 2024. These ties remain crucial for referrals. If a client’s website is subpar, Miles recommends they hire a website expert—like those at Epic Marketing—before tackling LinkedIn.
“I tend to recommend people that I’ve known for years in Delaware and I’ve seen their work,” Miles said. “And you can only get that after being in a community for so long.”
In digital media, “the world is yours because you can expand,” said Gertha Jean, a brand strategist based in Seaford who serves clients from Delaware to California. Encouraging industry professionals to connect is crucial because the “how-to” of social media is often overlooked, Jean added. Many advise on what to post or which platforms to use; few explain how to execute effectively.
At Social Media Day Delaware 2024, presenters delivered actionable information, encouraging attendees to apply lessons in real-time. Jean joined Nathan Weaver of Avkin, a Newport-based medical technology manufacturer, for a panel aimed at empowering small businesses. Since then, the two and others have stayed in touch on LinkedIn — celebrating achievements and exchanging opportunities.
Weaver, a digital marketing manager, highlighted social media’s power to foster excitement. When a communication partner shared a 15-minute video of Avkin’s wearable birth simulator, it quickly reached 300,000 views on YouTube. A subsequent social media campaign led to 3.9 million views.
Numbers aside, Weaver emphasized the real success was building an engaged community, allowing Avkin to connect with customers and train healthcare professionals.
Social Media Day Delaware 2025 & Beyond
Planning is underway for Social Media Day Delaware 2025 — to be held Oct. 15 at Wilmington University’s New Castle Campus — as well as a series of meetups of the new First State Social Club. Coinciding with International Social Media Day on June 30, the club will host a content creation workshop at Wilmington Brew Works with Lauren Golt of Social Stylate.
When Golt established her digital marketing agency in 2012, she pitched herself to Wilmington retailers. Having store managers juggle social media with customer service diverted them from crucial tasks. The social media workflow—from conceptualizing and taking photos to editing and writing captions—can be a substantial time commitment.
Like Dibert, Golt has witnessed social media transform in Delaware. Bloggers once engaged in promotional photoshoots with limited sales impact. Today, content creators truly capture audiences. And there are growing opportunities for creators in their 40s, 50s and beyond, Golt added.
Looking to the future, there are undoubtedly conversations to have around social media and mental health, artificial intelligence, and encouraging authentic voices. Epic Marketing, organizer of Social Media Day Delaware and First State Social Club, is dedicated to bolstering local businesses and creators through networking and educational opportunities.
“There’s enough space in the sandbox for everybody to play,” Burton said. “We can all help each other be better.”
For more information, visit socialmediadayde.com or connect with Social Media Day Delaware on Facebook, Instagram, LinkedIn or X. Contact conference organizers smdde@epicmc2.com.
