Director Focus

Socialetcetera

- helping get the message across

Go back 20 years and the importance or impact of social media was barely recognised.

Gillian Stafford

Most people’s experience centred around Friendsreunited and getting in touch with a few old school friends.

Fast forward to 2022, and billionaire businessman Elon Musk has just paid a colossal $44bn for Twitter.

Undoubtedly companies whether big or small now appreciate the significance of social media. The potential to engage with people is huge but how do you ensure the messaging is not only effective but targeted?

Gillian Stafford is a marketing expert, and her company Socialetcetera specialises in advising companies on how to get results from their social media marketing.

Socialetcetera was set up in 2018 part time and then Gillian went solo in 2019 after 20+ years working in marketing for blue chip companies including Shell and Caterpillar.

Why the decision to set up on her own? “With primary age twins, I wanted more flexibility and to have a better work/life balance,” Gillian explains.

It sounds like a big jump from working for the likes of Shell to then find yourself helping SMEs with their marketing? “It was a big jump, but it was something I always wanted to do. I felt I could use my extensive corporate background to help SMEs with even more than social media.”

Gillian explains that some companies immediately get the importance of a structured and planned marketing strategy that wholly incorporates social media. But there are others who tend to push it to one side or use it ineffectively. “A common misconception is that social media is just about posting every now and again. It’s just like in person networking where you have to show up regularly and consistently to see results,” Gillian insists. “Often companies post news about their business and forget what the target audience might be specifically interested in.”

Adding real value

So how does Socialetcetera provide value to clients? “We start with an audit to establish a baseline and then work closely with the client to develop a strategic social media and marketing strategy that helps them reach their target audiences. Once we start to implement, we measure progress carefully so we can amend, as appropriate.”

Initially most client business came from SMEs within the fashion, health and wellbeing sectors. As the business has grown and evolved, larger companies (not surprisingly given Gillian’s career background in the heavy industries) have joined the client list. She likes the mix and variety of clients and the service she provides is tailored to suit the size of the company she is working with.

For a large business this could mean an intensive workshop bringing various departments together - marketing teams, senior stakeholders, sales and logistics - followed by ongoing support.

For a smaller business with a more restricted budget the focus could be far more practical and straight forward, for instance - ‘how to do an Instagram reel’ or ’what is a hashtag?’ or ‘how to get results from Linkedin’. It may be ‘how to create a social media strategy or content plan.’

Chamber connection

Gillian’s involvement with the Hounslow Chamber is relatively recent and her experiences so far have been extremely positive. “My first contact with the Chamber was around the time of lockdown. I was really impressed with how proactive the Chamber was in helping SMEs – for instance on how to access grants.

“After lockdown I attended a number of Chamber sessions, and I was invited onto the Board of Directors. So far I have been involved with the rebrand of Hounslow Chamber to West London Chambers and my next role is to help the Chambers as it expands into Ealing”.

The idea behind the rebrand is to further drive business growth and collaboration across the Ealing, Hammersmith & Fulham and Hounslow Boroughs.

“It is a hugely positive move and something I am proud to have been part of,” Gillian says.

A common misconception is that social media is just about posting every now and again. It’s just like in person networking where you have to show up regularly and consistently to see results. Often companies post news about their business and forget what the target audience might be specifically interested in.

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