A social media manager handles the day-to-day execution of a brand’s social presence: content creation, scheduling, community engagement, and performance reporting. Done well, the role connects creative output to commercial objectives. Done poorly, it becomes a posting service with no strategic anchor. Whether you’re hiring your first social media manager, evaluating an existing one, or…
A social media manager is the person responsible for planning, publishing, and managing a brand’s presence across social platforms. In practice, the role covers content creation, community management, scheduling, reporting, and increasingly paid social, though the boundaries vary considerably depending on the size and structure of the team around them. The challenge most businesses face…
Every few months, a new social media platform arrives with enough momentum to get onto the marketing agenda. The question worth asking is not whether it is interesting, but whether it deserves your budget, your team’s attention, and a place in your channel mix. Those are different questions, and most brands conflate them. The honest…
A new social media platform launches and, within weeks, the marketing industry behaves as if not being on it is a strategic failure. Brand managers get nervous. Agencies pitch decks. The question of whether the platform suits your audience, your objectives, or your commercial reality rarely gets asked with enough rigour. The smarter question is…
A social media policy is a set of guidelines that defines how a business and its employees use social media, covering everything from brand voice and content approval to employee conduct and crisis response. Done properly, it protects the business, gives the team clarity, and prevents the kind of incidents that end up in the…
A social media policy is a written set of guidelines that defines how a business and its employees use social media, both on behalf of the brand and in personal capacities where the brand could be implicated. Done properly, it protects the organisation, gives employees clear parameters, and ensures the brand behaves consistently across channels…
A social media expert is someone who can build and execute a social strategy that moves commercial needles, not just engagement metrics. The title is everywhere. The genuine capability is rarer than most hiring managers realise until they’ve made the wrong call. This article is about what separates a real social media expert from someone…
A social media expert is someone who can build and execute a strategy that moves business metrics, not just someone who posts consistently and reads the engagement numbers back to you. The title gets applied loosely, which creates a real problem for anyone trying to hire one or become one. The gap between social media…
TikTok’s ad platform has changed more in the past eighteen months than most paid social channels change in five years. New formats, revised auction mechanics, expanded commerce features, and a creator monetisation layer that now sits directly inside the ad buying interface have all landed in relatively quick succession. If you set your TikTok strategy…
TikTok’s advertising platform has changed more in the past 18 months than most channels change in five years. New formats, restructured campaign objectives, smarter automation, and a steady stream of creative tools have made the platform significantly more capable, and significantly more complex to run well. If your TikTok ad strategy was set up a…
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