Most Organisations Are “Doing” Social.

Very Few Are Growing an Audience That Actually Matters.

I work with cultural and mission-led organisations to turn Instagram and TikTok into strategic assets — not content obligations.

 

A short, focused conversation to sense-check whether your social presence is genuinely serving your organisation.

Audience growth advisory for cultural, mission-driven and values-led organisations.

Most organisations don’t have a social media problem.
They have a decision-making problem.

Social channels quietly fill with activity because not posting feels risky.
Content gets approved because it feels reasonable.
Metrics are reviewed because they’re available.

But very few teams pause to ask the harder questions:

What is this audience actually for?

What behaviour are we trying to change — if any?

What would we stop doing if we were truly confident in our direction?

Without those answers, social growth becomes performative.
It looks busy. It feels productive.
And it rarely compounds.

I believe audience growth should reduce noise, not add to it.
It should sharpen organisational thinking, not drain it.
And it should serve the mission — not quietly replace it.

That belief shapes everything I do.

The Real Problem                              The Shift

Most organisations don’t struggle with effort.
They struggle with direction.

Content is being published. Metrics are being tracked.
And yet, quietly, the same questions resurface:

  • Are we actually building the audience we need — or just maintaining activity?

  • Does our social presence reflect what we stand for, or just what feels expected?

  • If we stopped posting for a month, would anything meaningfully change?

Over time, social media becomes a background task:
well-intentioned, time-consuming, and oddly disconnected from real organisational goals.

Audience growth isn’t about doing more.
It’s about deciding better.

My work focuses on helping organisations:

  • Understand who they are really speaking to

  • Decide what deserves attention — and what doesn’t

  • Build audiences that deepen relevance, not just reach

This is not about chasing trends.
It’s about creating social ecosystems that actually support your mission.

How I Work

My role sits between strategy and execution.

I help leadership teams and comms leads think clearly about social growth — so decisions feel intentional rather than reactive.

That means fewer distractions, stronger alignment, and a shared understanding of why you’re doing what you’re doing on Instagram and TikTok.

Ways We Work Together

Strategic Review

When something feels off, but it’s unclear where the problem really sits.

This work brings clarity — surfacing blind spots, misalignment, and untapped opportunities.

Growth Direction

When there’s activity and momentum, but no shared strategy.

We define clear priorities, audience focus, and growth levers that your team can realistically sustain.

Ongoing Advisory

When decisions are frequent and the stakes are high.

This provides calm, experienced perspective — helping you avoid drift, over-reaction, or performative activity.

You retain control. I help you make better decisions.

Why My Background Matters

I’ve advised teams in both highly commercial environments and deeply values-led organisations, including organisations operating under public scrutiny and funding constraints.

That combination matters.

It means I understand:

  • Pressure, targets and scrutiny

  • Resource constraints and internal politics

  • How easily purpose can become diluted when growth lacks clear direction

My approach is grounded, strategic, and shaped by real-world complexity — not theory or trends.

Who This Is and Isn't For

This work is not for organisations looking for:

  • Viral tactics

  • Quick wins

  • Outsourced content production

It is for teams who:

  • Care deeply about relevance and longevity

  • Want social growth to genuinely support their mission

  • Value clarity over constant experimentation

  • Are willing to question what they’re already doing

If that resonates, we’re likely aligned.

If you’re unsure whether your current social activity is truly serving your organisation, a short conversation can bring things into focus.

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