Cases 25.05.2026

Social media reviews provide Helen’s in-house SoMe team with topical insights and practical sparring

Expertise growth Marketing communications Social media

Helen‘s in-house social media team needed a wayto stay up to date in the rapidly changing social media environment and systematically develop its own operations. Together with Dagmar, a quarterly sparring model was built in which topicalThe themes that are important to Helen and the team’s own challenges are dealt with with a coaching approach.

The in-house social media team of the energy company Helen operates in an environment where channel changes, algorithms, internaltrends and competitor fields are constantly evolving. The team neededto stay up to date more easily, develop their worksystematically and get sparring from outside but understanding their own business.

Mere reporting or a generic trend overview was not enough. A regular entity was needed that was genuinely anchored in Helen’s business operations and everyday social media operations.

Dagmar Helen’s strategic social media partner and coaching sparring partner

Dagmar launched quarterly social media reviews for Helen. They are not satisfied with mere reporting, but the goal is to develop competence, thinking and everyday activities with a coaching approach. The social media reviews are built around the same framework, which is flexible according to changing needs:

1. Current affairs review: A curated, clear summary of the latest social media news, channel development and phenomena – always interpreted from Helen’s point of view. Does the news or phenomenon matter to Helen? If so, what kind? How should you react?
2. Deep dive – in accordance with Helen’s wishes: Each review focuses on a theme chosen by Helen, such as the general development of content marketing, social media and contenttrends, competitor and peer analyses, or the development of the brand’s own social media content.

The social media review is not a one-sided presentation, but a coaching and participatory sparring session in which Helen’s own activities, challenges and opportunities are at the centre.

“In the constant change in social media, the importance of perceiving the big picture is emphasised. It is a relief that we can focus on the essentials, as we get an up-to-date view of the entire social media field through social media reviews. The coaching approach has clarified the direction of operations on a practical level, which is also reflected in the effectiveness of the content,” says Helen’s Marketing Specialist Meeri Kivinen.

Social media reviews are translated into practical actions

The materials in the social media reviews are clear and visual. Helen’s in-house team will have access to them to support their everyday work.

Dagmar made sure that

• Content stays relevant and snappy
• the examples and recommendations are always suitable for Helen’s channels and target groups
• The discussion is taken to a practical level: what do we do differently next?

The reviews will be linked to Helen’s broader social media strategy and annual development.

Supporting expertise and an external perspective on Helen’s social media activities

Helen has found the social media reviews to be very useful. They support both competence development and concrete work, and bring an outsider’s view into the team’s everyday life. Dagmar’s role is seen as a partner and coach, not just a distributor of information. Social media reviews will continue regularly this year as well.

“The reviews have provided us with a lot of concrete development ideas for our own work and what we should focus on at Helen on social media. External sparring has been particularly valuable, as it does not remain on a general level, but is genuinely tied to our everyday life, goals and challenges,” says Inez Antturi, Marketing Specialist, Helen, describing the cooperation.