A Cybersecurity Startup's Social Media Origin Story: Executive Advocacy from Day One
ABOUT Ostrich Cyber-Risk
Headquartered in Cottonwood Heights, Utah, Ostrich Cyber-Risk is the company behind Birdseye, a risk-based cyber security program management application that helps organizations identify their biggest cyber risks, map controls to those risks, and quantify the financial impact
using frameworks like NIST CSF, CRI, and Open FAIR. Its customers include security leaders at AmLaw Top 25 law firms, Fortune 100 financial institutions, and Gartner-recognized service providers.
THE CHALLENGE
Like a lot of startups finding their footing, Ostrich Cyber-Risk was just getting started with social media, and the whole executive team jumped in early rather than leaving it to marketing alone, including head of digital JoLynn Fowlkes. The energy was there from day one, but the content
well needed deepening: Fowlkes wanted more ideas for what to actually post, and a real way to keep an eye on what competitors in the cyber risk space were doing instead of working in the dark.
THE SOLUTION
MarketBeam gave Ostrich Cyber-Risk a foundation for getting its executive team active on social right out of the gate. JoLynn Fowlkes took on managing the executive voices on LinkedIn, giving each leader’s posts a consistent, polished presence while still sounding like themselves.
Google Alert Integration To keep content ideas flowing and competitors in view, MarketBeam built a Google Alert integration specifically for Ostrich Cyber-Risk. It surfaced relevant industry news and competitor activity directly into the workflow, giving Fowlkes and the team a steady stream of fresh angles to post about and a simple way to track what the competition was doing, without having to go hunting for it themselves.
THE RESULTS
22.48%
Increase in follower growth
15,687
LinkedIn clicks generated
12,172
X (Twitter) clicks generated
125%
Increase in website traffic from social
media
THE BENEFITS
- The whole executive team got moving on social early, with the head of digital steering it
- A built-for-them Google Alert integration kept content ideas and competitive intel flowing
- Executive voices on LinkedIn stayed consistent without losing their individual personality
- A startup-stage company built a real, sustained content engine instead of sporadic posts
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