So Social is a Connecticut-based marketing agency for blue collar and trades small businesses who are too busy actually working to film, edit, post, and strategize on top of it all. I turn real moments into high-quality content that connects, converts, and keeps your name top of mind.
Trusted by landscapers • roofers • construction • electricians • plumbers • HVAC • masons • and more!
Trusted by landscapers • roofers • construction • electricians • plumbers • HVAC • masons • and more!
Not a highlight reel. Just a real look at who I am, how I work, and what I bring into your blue collar business.
This is who you’re hiring…
Where I come from
I grew up in a blue collar household where hard work was the norm, celebrated (and expected.) Early mornings, long days, being supportive as a family, everyone committing to their roles, and showing up no matter what shaped how I operate today.
Blue collar wife life
I’m married to the owner of a roofing company I’m helping build from the ground up (or top down 😉). We work extremely well together, and that’s by design...and choice. We both chose to support the other every single day, in every single endeavor. He handles things I don’t understand, and I handle things he doesn’t think about. Same team, different roles.
As a blended family, we have a lotta kids! Everything we’re building is for them, and they’re growing up seeing what real work ethic and consistency actually look like.
How this business was built
I built this business during one of the hardest seasons of my life. During my divorce, it was either keep showing up, or drown. I was building something for my kids and me to start a new life grounded in happiness, respect, and alignment. No perfect timing, no waiting until things felt easier, just consistency and doing the work anyway.
Driven by the goals, regardless of my feelings.
What I believe about work
Success comes from showing up, staying consistent, and putting in the effort whether you feel like it or not. That mindset carries into everything I do.
Building a business builds you. And more importantly, the version of you who initially built that business isn’t the same version of you who will grow it. Growth requires constantly shifting your beliefs and comfort levels while letting others in to help you.
What I stand for
Family, freedom, and a balance of faith and hard work are the foundation of my life. They influence how I show up, how I run my business, and the standards I hold.
I’m a proud conservative Republican who believes in personal responsibility, a balance of hard work with a soft life where my feminine roles are appreciated, and protecting the freedoms we have, including the 2nd Amendment.
I have deep respect for our military and law enforcement, the people who step up to protect others and keep things running, and make sure our kids learn that early.
I care about real issues that impact families and communities, most specifically supporting mental health access for military members, their families, and raising awareness for domestic violence and emotional abuse.
Not everyone will share the same beliefs, and that’s okay. I value working with people who respect each other, communicate openly, and keep things real, no matter what.
WHY BLUE COLLAR
One day it just clicked. Blue collar businesses don’t have people. They’re the people people have. The ones everyone else rely on. And I want to be someone who supports that.
You stay focused on the job. I focus on capturing it and making sure it’s seen the right way by the people you want to reach. Maybe you need customers, maybe you want to attract better guys to your crew, maybe you’re a seasoned tradesman and simply want to show off your work and hold your position in a saturated space.
I got you.
FOUNDER of So Social Media Mgmt
VICTORIA PELLERIN
A few years ago, I realized something. Some of the hardest working businesses I knew were doing incredible work, but you would never know it online.
The guys building patios, replacing roofs, running equipment, climbing trees, pouring concrete, and serving their communities deserved marketing that reflected the pride they put into their work. So I built So Social.
Today I partner with blue collar businesses across Connecticut to create marketing that feels authentic, not staged.
I’m just as comfortable hopping in a skid steer for the perfect shot, or spending the morning on a muddy job site as I am building a website or writing captions.
As a business owner, blue collar wife, and mom, I understand what it’s like to wear a hundred different hats. This isn’t a niche I picked from a list. It’s the life I’m living every day.
My goal is simple: to take marketing off your plate so you can focus on running the business you worked so hard to build.
When I’m not creating content on job sites, you’ll usually find me helping build a roofing company alongside my husband, chasing kids to sports and school events, planning the next family adventure, or finding an excuse to be near the water.
Why blue collar businesses choose So Social
YOUR BRAND DESERVES MORE
Most big agencies say “We’ll do everything!” and heavily rely on AI and a high volume, hands off process to retain as many high paying clients as possible.
What sets So Social apart is I say “We’ll build the right marketing system for where your business is today, and we’ll grow it together.” I become part of your crew. Because my ideal client isn’t a 75-person company with a $10,000 monthly marketing budget. It’s the contractor, landscaper, roofer, or tradesperson who’s built a great business but doesn’t have help. I know the pressure of feeling like your business can’t run without you. Because for a long time, it probably couldn’t.
I know first hand in the trades people hire people. I know what resonates online and go beyond before and after photos and screenshots of Google reviews to humanize your business. I capture the owner checking on a project, the crew laughing over lunch, the muddy boots as well as the finished patio, the lawn stripes, and the new roof going on. Those moments can’t be manufactured by an agency sitting behind a computer because they have to come from the business itself.
That’s exactly why So Social exists…to take one important piece off your plate while helping your business continue to grow.
Fun facts
COLLEGE MAJOR
Elementary education with a minor in Journalism
Fresh caught Mahi tacos with pico, avocado, sweet potato fries and a coconut margarita, extra salt on the rim (preferably with a water view)
MY LAST MEAL WOULD BE
MY HAPPY PLACE
The beach or on the water with my family. Sun out. UV 9. 82 degrees.
Remembering song lyrics I haven’t heard in 15 years but forgetting why I walked into the room. I am the queen of replaying my hyperfixation song of the day while everyone around me gets sick of it.
NOT-SO-HIDDEN TALENT
MY RED FLAG
Thinking, “This would make a great reel,” during completely normal life. Every day. All the time.
I’d say I’m the most extrovert introvert you’ll ever meet. Some people think I’m the life of the party while others think I’m quiet and reserved…both are correct. My inner circle gets my goofball take nothing seriously side. Public speaking doesn’t scare me at all. But I love nothing more than
EXTROVERT OR INTROVERT
Ready to stop duct taping your marketing…
From backhoes to dump trucks…job sites to shop floors…landscapers to linemen…roofers to remodelers…if you show up and do the damn work, So Social makes sure your social media does too. Different trades, same problem. And the solution is always strategy, consistency, and high-quality content created with your target customers in mind.
Whether you need social media management, a hardworking website, professional content, or you’re not quite sure where to start, we’ll build a plan around your goals, your budget, and your business.