You've heard "know your audience"—but most people stop at demographics. Knowing how your audience actually behaves when they're scrolling is a different thing entirely, and it's the layer most content creators never get to.

In this episode, I share what I've learned from watching real people scroll through their phones—and how a practice I picked up from my days doing usability testing has made me a better content strategist.

In this episode:

• Why watching someone scroll gives you more honest feedback than asking them how they use social media
• The difference between a focus group and a usability test—and why it matters for content
• What my husband and my nephew taught me about hooks, visuals, and attention
• How to run your own informal scroll study this week—and what to look for

https://www.instagram.com/p/DZIQ0pWxnOS/

https://www.instagram.com/p/DYfAI2BOYvV/ 

https://www.instagram.com/p/DZU91aQRAsP/ 

Since I ask you to tell your story, I figured I should tell mine.

In this episode, I share how I got here—from a guidance counselor's office at Georgia State, to technical writing, to falling in love with craft beer, to Monday Night Brewing, Good Beer Hunting, a James Beard nomination, and eventually building She Loves Craft into what it is today.

It's a longer road than you might think, and there are a few things I learned along the way that still show up in the work I do with breweries now.

Not every post needs to be a Reel—but knowing when to use video versus photo can make a real difference in who sees your content and what they do with it.

In this episode, I break down how to think strategically about format and share a simple habit for capturing both in the field so you're never stuck with just one option.

In this episode:

• When Reels work best and when to reach for a photo or carousel instead
• Why lo-fi often outperforms polished—and what that means for your phone
• A simple field trick for capturing video and photo at the same time
• Three content ideas you can post this week using both formats

https://www.instagram.com/p/DMYZicgO0JZ/?img_index=1 

https://www.instagram.com/p/DVyJtdAkfmj/?img_index=1

https://www.instagram.com/p/DVrciFukb4j/?img_index=4

https://www.instagram.com/atllovesmo/reel/DZh1Sy8xwpd/ 

https://www.instagram.com/atllovesmo/reel/DZnrSXyxGZN/

You can't be everywhere at once and honestly, you shouldn't try to be.

In this episode, I'm talking about how to get your staff involved in capturing content so you're not the only one doing it. I share what I learned from trying to make this work across three locations, why it usually fails, and what to do instead.

In this episode:

• Why asking your staff to "capture some content" doesn't work
• What to give them instead so you actually get usable content
• How the Taproom Capture System can help you build a content library without burning out

Resources mentioned:

• The Taproom Capture System
• https://www.instagram.com/p/DYxklfDB9c8/ 
• https://www.instagram.com/p/DYTYbSAgFkB/ 
• https://www.instagram.com/p/DYIAbv5xBEt/ 
  
  
  

What does it actually take to turn your Instagram followers into regulars—people who don't just like your posts but show up for you, again and again?

In this first episode of Tapped In, I break down the seven stages of fan-building for breweries, inspired by Pat Flynn's Superfans and Kevin Kelly's concept of 1,000 True Fans. 

In this episode:

• Why social media isn't about selling your product—and what it's actually for
• The seven stages of turning a follower into a regular
• How to speak the language of your customer (and where to find it)
• A simple Monday Night Brewing experiment that made customers feel seen
• Three practical steps to start building fans this week

Resources mentioned:

• Pat Flynn's Superfans
• How to Develop Superfans Who Gladly Evangelize for You — Social Media Examiner
• https://www.instagram.com/p/DZEFZfcEaX5/
• https://www.instagram.com/p/DZIWqtBzJe1/
• https://www.instagram.com/p/DYurOJPNsk-/