Digital Strategy

Ella gives a talk about comment moderation (November 2014).

Ella Dawson is a digital strategist who has worked with organizations including TED Talks, Unfinished Media, Greenwich Free Press, Harvest, and Caveat NYC. She has also worked as a digital communications volunteer for several political campaigns, most recently Elizabeth Warren’s Presidential run. Using only her social media presence, Ella raised over $10,000 for Team Warren during the 2019-2020 Democratic primary season.

She is passionate about helping artists, brands and startups use social media to tell their stories and reach their fans in the digital space. Her specialities include defining brand voice, establishing a thriving Twitter presence, and live event coverage.

From 2014 to 2019, Ella was a founding member of the Social Media team at TED Talks. As TED’s Senior Social Media Editor, she led Facebook and Twitter strategy, coverage of all of TED’s flagship conferences, and corporate communications and crisis management. She also worked closely with the editorial and curation teams to develop TED’s unique voice, assisting with content creation, headline and copy development, speaker selection, talk revisions, and overall digital strategy.

Now Ella takes on clients on a case-by-case basis. She loves helping independent creators craft their social media strategy in a way that builds community and elevates their art—rather than sucking away precious time and energy.

If you are interested in more information about trainings, workshops or projects, reach out at

Read Ella’s analysis of digital culture and the social media industry:

5 Ways Companies Can Treat Social Media Managers Better (Beyond Paying Them More) — Social media professionals are commonly undervalued, underpaid and emotionally taxed. So what can managers do to improve their work experience?

Enough with the Social Media Intern Jokes — Why it’s time to retire the myth that unpaid interns run the social media accounts of major brands and politicians.

We Are All Public Figures Now — A viral romance gone wrong, “harmless” memes, and the dark consequences of making strangers trend online.

Listen to Ella’s podcast commentary:

Thought Feeder Pod: The Hard Work of Social Media Management — Higher Ed social geniuses J.S. Stansel and Joel Goodman had Ella on their podcast to talk about the mental and emotional toll that managing social media for brands can take on SMMs. 

Content Marketing Institute: The Hidden Consequences of Moderating Social Media’s Dark Side — The psychological toll of content moderation and how companies can better support their social media teams.

What’s Really Good: How To Be Better Online with Ella Dawson — A fun conversation with the mad genius behind Steak-umm’s social accounts.

Click below to see examples of Ella’s work: