“Cook’s Illustrated, I’ve got a tasting of apple crostata in the main kitchen,” a test cook’s voice mumbles over the telephone speaker.
I look up from my work, it’s 11AM, having some dessert pre-lunch won’t hurt me, plus it’s got apples in it (it’s practically health food) and I’d love to see where Steve is in his recipe development. I grab my phone and head to the kitchen with the hope of stringing together some engaging shots for our Instagram Story. The editors and I stand around a metal table and munch on 3 different samples of crostata, looking for variations in texture and flavor and comment on them. The Cook’s Illustrated team could spend hours analyzing and debating different ways to improve the texture of an apple slice in a crostata. These debates will help inform and color my social posts about the recipe, almost a year in the future. The recipe development happens so far ahead since it involves an extensive, rigorous process of making and making and making again, surveying home cooks who volunteer to make the recipe at home, final tweaking, shooting, and finally publishing. This, of course, is a strange balance with the immediacy in which I am Instagramming what’s currently going on, right now, in the kitchen. Such is the nature of working in social media for a 25 year old magazine.
These tastings punctuate my day as I work towards the overarching goal of marketing Cook’s Illustrated and developing the brand on social media. As a Senior Social Media Coordinator at America’s Test Kitchen, I curate, write, and schedule all the content that goes out on the Cook’s Illustrated Instagram and Facebook accounts (with a little Pinterest here and there). I also work very closely with the magazine editors, video team, photo team, and design team to strategize, visualize, and communicate our brand on the platforms. The craziest time of year is right now, Thanksgiving and the holidays, where I’ll spend 100s of manhours (having started in July) planning and strategizing a cohesive campaign that not only is engaging but also meets our marketing business goals.
I began the Gastronomy program in January of 2016. At the time I had been working at America’s Test Kitchen for almost 3 years, but on the Sponsorship Sales team doing client service work. I had the vision of becoming a member of the social media team, but I needed to pave the path to get there in order to be ready once the opportunity presented itself. The program was a help in that journey, inspiring confidence, inspiration, and helping me craft my writing. It also gave me the knowledge of culture and history of food that I have been able to take into my social media role from writing post copy to adding my opinion in a tasting.
Everyday I am incredibly thankful for my job and for the gastronomy program for not only reminding me why I love food and culture so much, but for giving me the tools to make turn that energy into a tangible reality. Some days I’m capturing our tastings and testings team saw coolers in half with a reciprocating saw for Instagram Stories, others I may be joining them for a tasting of 10 samples of burrata or hot sauce, on very special days there might be chocolate pie or some other treat in our “take home fridge” (where all the extra food goes from recipe development each day) or gushing over the fact that I get to host a food celebrity in house, most days there are dogs wandering about. Needless to say, I often find myself filled with gratitude for my job, especially when a “bad day” is caused by an empty take home fridge or the stress of planning and executing a Facebook Live about prime rib. It’s hard to know where to go from here (I still can’t believe I am working for the magazine that I used to cuddle up and read when I was growing up), and I am so grateful to be here, but know when it’s time I’ll follow where my nose (and taste buds) lead me.
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