PayPal and EM Marketing: A Robust Partnership

Transitioning organic social media from agency to in-house


  • Content strategy
  • Monthly content calendar
  • Social collateral and posts
  • Metrics development


  • Lower costs
  • Improved consistency of tone and cadence
  • Better alignment with marketing
  • Positive correlation with improved business results
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Finding a better way to reach the audience

PayPal had been working with an agency to do organic posting to LinkedIn and Twitter for their small business merchant unit, but wasn’t getting the desired results. They wanted to test the feasibility of bringing the program in house.

The right combination of agency and in house experience

PayPal turned to us as their long standing partner for project-based staffing needs. We found them an experienced social media specialist who had a combination of experience working at and with agencies. She knew how to work cross functionally to deliver like an independent full service agency. But, with additional background in journalism, she was better able to understand and explain complex topics to the small business audience.

By embedding herself with the small business team, she could brainstorm ideas more closely tied to their marketing campaigns, develop monthly content calendars and work on a larger strategy for them to help support their marketing efforts.

She also worked on metrics to help tie social media activity to the number of new signups and total processing volume, both of which had a positive correlation with the new social direction.

Proving the model and operationalizing the program

After determining that the in-house model was feasible, our consultant was asked to stay on and manage the program for 24 more months, cementing consistency of voice, tone and visual brand for these channels.

PayPal Case Study Image 2

How can we help you?

Whether your marketing needs are big or small, short-term or long-term, you can count on EM Marketing consultants to be your trusted partners. When you have a job that needs to get done right in any marketing practice area, from content, design, and SEO to strategy, operations, and analytics, let's talk.