We caught up with the brilliant and insightful Carmen Carroll a few weeks ago and have shared our conversation below.

Carmen, thanks for taking the time to share your stories with us today What do you think matters most in terms of achieving success?

It’s community over competition. In order to be successful, you have to be surrounded by people who inspire you, challenge you, and genuinely want to see you win. Success thrives in an environment where collaboration, support, and shared growth take precedence over comparison and rivalry. Good Works, my social media agency, is only as strong as the team behind it. Early on, I learned that to grow the mission of creating safe and engaging online communities, I had to start by building my own community. One of the most exciting steps in that journey was launching our internship program, which invites creatives to join, grow, and learn the realities of agency work while contributing their unique perspectives to our mission.

Carmen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Carmen J. Carroll and I am the founder of Good Works, a boutique social media agency powered by a small team of twenty-somethings determined to make the digital world a safer, more inclusive space while uplifting deserving brands. The team is a mix of full-time creatives and students, each driven by a shared purpose: to build better online communities and amplify voices that matter.

For me, the journey started in an uncertain season. In the middle of the pandemic, I was emergency evacuated from her Fulbright grant in Ecuador, jobless and stuck in quarantine with no clear path forward. What began as a creative outlet—sketching and brainstorming on an iPad—quickly turned into a mission to help brands connect with their audiences in meaningful ways.

Since then, Good Works has achieved notable success. The agency grew Broccoli City Festival’s social presence by over 50,000 followers in one year and we played a pivotal role in selling out their 2024 festival at Audi Field. We also helped STRIPT, a fashion brand, grow from 18,000 to 26,000 followers in just six months, achieving 1.2 million organic impressions and executing the most significant drop in the company’s history. And when professional artist Jamal J. Moore needed a boost, we helped him secure a spot in Walmart’s Black & Unlimited Digital Development Program, unlocking funding, mentorship, and the chance to meet Issa Rae.

Good Works isn’t just an agency; it’s a movement led by a group of young, passionate individuals who believe in the power of digital storytelling, cultural relevance, and authentic connection. Together, we’re creating a digital landscape where brands and communities thrive hand in hand.

We’d love to hear the story of how you built up your social media audience?

I’m in the process of building my online community with intention. Many of the people in my network have been with me since middle school, growing with me through Instagram and Facebook. Now, as an adult, I’m reflecting on what I want to offer this community—sharing the realities of entrepreneurship, giving a behind-the-scenes look at how I’m building Good Works, and offering ideas and insights for brands.

The biggest lesson I’ve learned about building a platform is to shift the focus from “I” to “you” and “we.” People want content that resonates with their own lives—something they can learn from or apply. That’s why pages centered on cleaning or cooking thrive—they’re rooted in passion while inviting others to participate and improve. It’s about creating value and building connections that feel personal and meaningful.

Do you have any insights you can share related to maintaining high team morale?

Managing a team and maintaining high morale starts with understanding and empathy. I make it a priority to pulse-check my team regularly, asking them what they need from me to be successful. Social media is an “always-on” industry, and because we work across dynamic fields like entertainment and fashion, our minds are constantly adapting. At Good Works, being a part of the team means being a bit of a chameleon—flexible and creative in every situation.

To build morale, I remind myself that my team members are humans first. Some are balancing classes and finals, while others are supporting their families. It’s crucial to know who you labor among, to recognize their individual journeys, and to offer support that meets them where they are. When people feel seen, valued, and supported, it creates an environment where creativity and collaboration thrive.

Contact Info:

• Website: (under construction) goodworkscreative.com
• Instagram: @goodworkscreative
• Linkedin: https://www.linkedin.com/company/good-works-creative/

Image Credits

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