Next Gen Trucking

Constructing A Strong Social Media Presence for the Next Generation in Trucking Association

Brief

In 2021, Be Social and our suite of services was recommended to the Next Generation in Trucking Association, which is a nationwide non-profit trade association that is focused on promoting careers in the trucking industry, building and enhancing school-based training programs, and most importantly, connecting tomorrow’s workforce with today’s employers.

Lindsey Trent is the co-founder of Next Gen and she serves as the President of the Association. Lindsey knew that one of the most significant challenges in launching Next Gen would be the development of a strong online presence with an effective social media strategy. She needed a comprehensive plan that could gain marketing traction within the immense scope of all that encompasses the trucking industry.

At the time when Be Social was first introduced to Next Gen, the organization had no existing social media presence. Next Gen had not claimed positions on any of the social media platforms. Lindsey knew that, in order to begin building the momentum that would allow the association to move forward on its mission to reach the next generation in trucking, it would be an absolute necessity to have a strong presence on social media and effective strategies in place that could engage all target audiences and key stakeholders throughout the industry.

Meeting Challenges With A Plan Of Action

In addition to claiming and initiating a presence on all the leading social media platforms, Next Gen was in need of a professional service provider that could build effective social media messaging and promote that content in a coordinated manner across the various outlets. Next Gen also needed a service provider that had experience with search engine optimization, pay-per-click advertising and on-site media development that would be a consistent complement to the brand recognition being achieved through the association’s social media campaign efforts.

Be Social Founder and President Bethany Ahlm designed a cost-effective plan that took advantage of Next Gen’s blank slate on social media. Bethany initially focused on establishing a coordinated social media presence that allowed Next Gen to build a strong brand awareness right as the association was getting its launch and introduction into the trucking industry. Be Social’s initial strategy would be to engage those key audiences for Next Gen, especially students and young people who live on social media. By taking this approach, Next Gen would be assured of connecting with the very audience who represents the future of the industry.

Steps Taken By BE Social

With the plan in place, Be Social claimed all of Next Gen’s social media pages and immediately began implementing a content distribution plan, consistently remaining highly present and actively engaged on all of Next Gen’s branded social media outlets of choice.

As part of the execution of our plan, Be Social utilized our full suite of creative and digital services, including graphic design for handouts, brochures, and tradeshow materials. These efforts augmented our social media content creation, engagement, and platform management.

In conjunction with our online content development strategy, Be Social provided video production support through editing, highlight reels, promotions, and award design. Be Social also assisted Lindsey and the association with the development of the Next Gen Talks series, which served as part of the on-site media coverage we delivered for the organization.

Along with these outreach efforts, Be Social managed targeted campaigns through Google Ads, social media advertising and provided SEO support for Next Gen, executing on the final piece of our strategy to create a well-rounded and far-reaching messaging campaign designed to have real impact and grow the association.

Results:

The numbers seen with continued growth in engagement across the board tell a strong story. Most importantly, our social media initiatives and our marketing strategies are delivering a strong ROI by driving the majority of traffic seen coming to the Next Gen website. Consider the following results taken just from 2025 alone:

• Google Analytics shows that more than 60% of traffic to the Next Gen website comes directly from the Google Ads, LinkedIn and Facebook campaigns executed by Be Social.

• Next Gen on Facebook has had 192.2% increase of reach.

• Next Gen on Instagram has seen a 30% increase of reach

• Next Gen on Linkedin a 35.7% increase of reach.

• Looking at engagement as a whole across Facebook, Instagram and LinkedIn, Next Gen, utilizing Be Social’s services and strategies, has reached over 150,000 people, just in 2025. This engagement number does not include additional outreach achieved through Tiktok and Google.

“Social media has been such a powerful tool for Next Gen Trucking. It’s how we share our story, connect with students, teachers and industry partners, inspiring people across the country to get involved,” said Lindsey Trent, President of Next Generation In Trucking Association. “The content Bethany and Be Social creates captures our mission perfectly. Bethany makes sure every post is professional, creative and engaging. We have seen the impact of Bethany’s leadership through Next Gen Trucking’s collaboration with Be Social. Bethany has helped us grow our audience and strengthen our voice in the industry. Because of the work of Be Social, more people know who we are and how they can be part of shaping the next generation in trucking.”