Social Media

I get asked almost daily: “How do we measure influencer ROI beyond likes and reach?” It’s a fair question — vanity metrics are easy to report, but they don’t move budgets or product-roadmaps. Over the years I’ve worked with startups and global brands to turn influencer activity into measurable business outcomes. Below I’ll share a practical, no-nonsense framework that I use to design campaigns, instrument them for measurement, and...

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Most social listening dashboards promise a single pane of truth: sentiment over time, share of voice, and a neat green-yellow-red indicator that supposedly tells you how people feel about your brand. In practice, those signals are noisy, misleading, and often dangerously overconfident. I’ve built and audited listening setups for brands and agencies for years, and I keep seeing the same failure modes: missed sarcasm, ignored context,...

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I used to get asked all the time: “Why does our brand voice feel...forgettable?” It’s a polite way of saying “generic.” I’ve seen teams pour hours into tone of voice documents, only for social posts to end up sounding like a bland corporate echo of every other brand in their category. The problem isn’t always a lack of creativity — it’s a lack of constraints that make creativity repeatable and recognisable.Why brand voice...

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I run a lot of TikTok creator campaigns and one thing I've learned is that brevity forces focus. Creators don't want long PDFs or endless back-and-forths — they want a clear, usable brief they can read quickly and act on. So I built a "90-second creator brief": a compact, scannable file that gives creators everything they need to produce TikTok content that actually drives signups.Why 90 seconds?Creators are busy, attention spans are short,...

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I cut paid social budgets by 30% for clients—without a dip in conversions—by treating creative like a conversion optimization channel rather than an afterthought. If you’ve been pouring money into audience targeting, bidding and scaling only to see diminishing returns, creative testing can be the lever that restores performance and improves efficiency.Below I share the playbook I use: the hypotheses I test, the lightweight experiment...

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I often get asked how one long-form video can feed an entire social content pipeline — and specifically how to turn a single piece of footage into multiple high-performing Instagram Reels. I’ve built repeatable workflows for this at Mediaflash Co that balance speed, storytelling and platform nuances. Below I’ll walk you through a pragmatic, hands-on method to repurpose a single long-form video into seven distinct Reels that each serve a...

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