Setting Up Social for Skype

Crafting the ideal approach from the inside out

A person attending a virtual meeting with multiple participants on their laptop screen.

In the early days of social media as businesses began to see the need for the right approach, Skype brought Just Drive Media in to help create social media best practices, develop employee education, and set up a center of excellence that they could build upon.

A woman smiles at a computer screen during a video call with three other people.


Our initial, foundational work revealed a need for further support. Just Drive Media added a comprehensive social listening program with monthly reporting, including an in depth look at sentiment, topics, and opportunities in earned channels across all product lines. Our reports traveled throughout the organization, alerting product teams to bugs and issues they weren’t hearing about elsewhere, enabling them to issue fixes and respond to customers much more quickly.

Later, in a push to attract more business customers, Skype asked Just Drive Media to help ignite and fuel an active social community around Skype for Business, from the ground up. Pairing our team’s social listening capabilities with our extensive social media expertise, we designed a strategy to drive awareness, encourage advocacy and enhance educational content targeting small business owners. We leaned into our existing social listening program to inform content strategy, engagement, and our influencer approach. We identified key advocates and developed a program to empower the brand’s strongest evangelists to speak on behalf of the brand, launching this alongside a successful influencer program anchored in content and amplified with a series of local events in key SMB markets.

A woman with vitiligo smiles joyfully at her laptop screen in a warmly lit room.


Our efforts helped significantly increase the size of the Skype for Business community, and resulted in higher general awareness, better engagement, and more conversations with current and potential customers.


SOV increase from 7.6%


Growth in engagement


Average share per post

We have formed a great partnership with JDM. They have been instrumental in building and executing Skype’s SMB social and content strategy. The work they have accomplished has added tremendous business value by enabling us to tell our story to our user base as well as listen and act on user feedback. They went above and beyond across various initiatives including social, content and events. In addition, they are great people to work with. I would strongly recommend Just Drive Media."

Ural Cebeci

, Former Head of Marketing, Skype for Business