Writing
Opinions, mostly.
Short takes on content strategy, creators and community. First posted on LinkedIn.
13 October 2026 · Public Relations · Social Media Strategy · Community Management
Reach isn't truth
The court of public opinion, algorithms and AI fakes: why engagement isn't evidence and repetition isn't proof.
10 October 2026 · Mental Health · Campaigns
Check in on your people
On World Mental Health Day: two campaigns that take apart first impressions, and why the conversation can't end when the campaign does.
8 October 2026 · Marketing Trends · Influencer Marketing · Brand Strategy
Marketing is going to get more human
Eight marketing predictions: handmade becomes the flex, community beats followers and honest reviews win.
7 October 2026 · Social Media · Consumer Behaviour
Different screen. Same psychology.
Scarcity, Snoopy cups and the home shopping hosts who never went away. Going viral is one thing. What people say about you while they do it is another.
2 October 2026 · Community · Social Media
I am Jane Doe.
Thousands of people getting louder so one person didn't have to. That is community.
1 October 2026 · Content Strategy · Storytelling
Getting something to stick is even better.
What happens when something you watched for fun suddenly teaches you something you actually need in real life?
30 September 2026 · Social Media · Culture
What influence can expose.
In marketing, we talk about what influence can sell. Not enough about what it can expose.
29 September 2026 · Content Strategy · Storytelling
Shock gets attention. Stories mean something.
Shock can get attention. A good story can actually mean something.
25 September 2026 · Influencer Marketing · Creators
Attention and influence are not the same thing.
People watching because they hate what you're saying isn't trust.
8 September 2026 · Influencer Marketing · Creators
Influencer marketing is dead. Obviously I clicked.
Creator + product + BRAND20 does not automatically equal influence.
6 September 2026 · ADHD · Marketing
Same diagnosis. Different human.
Inclusion isn’t lowering the bar. It’s understanding that people can reach the same bar differently.
3 September 2026 · Influencer Marketing · Creators
“She doesn’t even go here!”
Followers are numbers. Trust is the influence.
2 September 2026 · Media Culture · Creators
Maybe Paris didn’t need a rebrand.
We wanted women to be looked at. We just didn’t want them to enjoy being seen.
14 August 2026 · Influencer Marketing · Community · AI
So, when does influence become manipulation?
AI can generate content. Influencers can generate attention. But trust? You still have to earn that.
13 August 2026 · Community · AI
Ever thought you were talking to a friend?
Automation is fine. AI pretending to be the person is not community management.
11 August 2026 · Experiential Marketing · AI · Content Strategy
More content isn't automatically better marketing.
What is actually working, and what is just hype?
6 July 2026 · Community · Brand Strategy
Main Character Marketing Syndrome
Brand participation isn't about proving you were there. It's about giving people a reason to be happy you showed up.
1 July 2026 · Community · Brand Strategy
Communities are unstoppable because people choose to keep them alive.
Not just growing a community. Helping people feel like they belong.
25 June 2026 · Creators · Influencer Marketing
Are brands trying to buy loyalty?
Creators aren't PR managers. They don't owe brands loyalty. They owe their audience honesty.
17 June 2026 · AI · Content Strategy
Everyone talks about prompting. Nobody talks about editing.
The skill isn't generating content anymore. The skill is knowing when the content still needs work.
3 June 2026 · Content Strategy · Marketing
Advice for a new marketer: study people, not platforms
Most marketers spend too much time studying marketing. Not enough time studying people.