Understanding what your audience wants from you on social media vs what they actually need are two very different things. What they think they want is product or service information, offers, and content that encourages them to ‘buy now!’. In reality, they don’t. None of this content is actually engaging enough for them to do anything with it on social media. It’s not serving a purpose beyond selling and if a customer isn’t in a buying mindset it doesn’t matter how many times you try and ask,...

Like any job title involving strategy, social media can be overcomplicated by a lack of knowledge, or potential misunderstandings, as well as arrogance, egos and the complication of opinions. This post shouldn’t contain any of these things, but they’re all challenges I’ve faced when delivering social media strategies throughout my career. It’s an occupational hazard. In my 15+ years working in the digital version of the Colosseum, where everything you do is on show for praise and criticism,...

Black Friday 2025 is less than two months away and I know from experience that teams will be prepping hard for the big day. I say...