Category: Digital Marketing Strategy | By: Sefofane Aery, Serial Communicator
In a digital landscape obsessed with follower counts and viral trends, many brands forget the fundamental truth: Social media is not a broadcast, it’s a conversation.
As a Serial Social Media Communicator with an Advanced Social Media Marketing qualification from the Red & Yellow School, I’ve seen this mistake made countless times. Companies push content out, but they fail to listen and engage, turning their communication into a monologue. My philosophy is built on the belief that I touch lives for a living, and that principle must extend into the digital realm.
Strategy Over Algorithm
Forget trying to “beat the algorithm.” That is a reactive mindset. The key to sustainable digital growth is adopting a proactive, human-first approach. Here are the core strategies that guide my work:
- Prioritise Dialogue, Not Data: A well-crafted response to a comment is exponentially more valuable than a thousand automated likes. Authentic interaction builds trust and loyalty, two metrics that outperform vanity metrics every time.
- The 70/30 Rule of Content: Your feed shouldn’t be all sales pitches. I advocate for a balanced approach: 70% Value (Education, Entertainment, Insight) and 30% Promotion (Your Services, Your Radio Show, Your Events). This ensures your audience sees you as a resource, not just a seller.
- Know Your Audience’s Language: Just as QwaQwa Radio speaks to its community in Sesotho and English, your digital presence must speak to your audience in their unique voice. This means understanding their challenges, celebrating their wins, and communicating with genuine empathy.
My journey in communication—from the microphone to the monitor—has reinforced this simple truth: Authenticity is the highest form of digital currency. Start a genuine conversation today, and watch your brand take flight.