Social Media: My Journey and Key Learnings

While deep into my PR career, I knew I had to upgrade myself with the changing media landscape. Traditional media was still powerful, but the tide was shifting—everything was moving to digital. My first exposure to social media campaigns happened when I was heading PR for the Singapore Tourism Board at MSL Group India. I worked closely with the social media team on campaigns that integrated PR with social, and that collaboration completely changed my perspective. I realized that if I wanted to stay ahead in my profession, I had to dive into this new world of digital storytelling.

That was the spark. Soon after, I enrolled in two in-person courses—Digital Marketing and Social Media from Vskills, a Government of India initiative, and EduPristine, where I built a solid foundation in understanding how audiences behave online. My next role at Medulla Communications, a healthcare boutique agency, allowed me to work directly within a social media department. A short while later, I found myself leading the entire social media division at Communicate India, where I managed a team of 10 people and oversaw campaigns for 15 clients across industries.

Social media manager

By the time I moved to Canada in 2018, I knew upgrading my skill set would be crucial to adapting to a new market. In 2020, I completed a Postgraduate Certification in Digital Marketing from George Brown College, which gave me the confidence to navigate social media within the Canadian business landscape. Since then, all my roles in Canada have centered on social media or dual social media–PR responsibilities. I worked as a Digital Marketing Manager at Woman360care, then as a Digital and Social Media Specialist at Lori Morris Design, and most recently as a Social Media and PR Manager at Cubeler. These roles gave me a strong understanding of how Canadian businesses approach social media while adding to my global experience.
Through this journey, I’ve not only executed campaigns but also gained a deep understanding of how social media works, who benefits most, and how to use it effectively.

What is Social Media?

At its core, social media is a digital platform where people connect, share, and engage. For individuals, it’s about staying in touch with friends, expressing opinions, and being entertained. For brands, it’s a powerful marketing channel that allows direct engagement with their target audience, storytelling in real-time, and building loyalty in ways that traditional advertising cannot.

Industries that benefit most include:

  • Tourism & Hospitality – Visual storytelling, reviews, and destination marketing thrive here.
  • Retail & E-commerce – Platforms like Instagram, TikTok, and Pinterest directly influence purchase decisions.
  • Healthcare & Wellness – Awareness campaigns, community building, and patient education.
  • Education – Institutions use LinkedIn, YouTube, and even TikTok to connect with students.
  • Technology & Startups – For launching new products and building brand authority.

The truth is, almost every industry can find its place on social media—if they use the right platform with the right strategy.

Social Media Platforms and Best Use Cases

  • Instagram (Meta) – Best for visual storytelling, reels, lifestyle content, and brand-building.
  • Facebook (Meta) – Great for community groups, events, and targeted ads. Still effective for older demographics.
  • WhatsApp (Meta) – Increasingly a customer service and direct sales channel, especially in markets like India.
  • Threads (Meta) – Emerging as a conversational platform; ideal for quick updates and casual engagement.
  • LinkedIn – The hub for professional branding, B2B marketing, and thought leadership.
  • Twitter/X – Best for real-time updates, news, and brand voice. Useful for quick crisis communication.
  • Pinterest – Drives inspiration and discovery, especially for fashion, lifestyle, home décor, and food.
  • TikTok – A game-changer for short-form content, brand virality, and even small business sales.
  • Snapchat – Strong for Gen Z audiences, AR filters, and ephemeral marketing campaigns.
  • Reddit – Powerful for community-driven engagement and authentic discussions.
  • Quora – Best for thought leadership and building credibility through Q&A.
  • YouTube – Long-form video content, tutorials, and vlogging for brand depth.
  • Houzz – Niche platform for interior design and home improvement businesses.
  • Discord – Community-building and real-time engagement, especially for gaming and tech brands.
  • Twitch – Streaming for gaming, entertainment, and interactive live content.

Pros and Cons of Social Media

Pros:

  • Cost-effective marketing compared to traditional ads.
  • Direct engagement with customers.
  • Ability to track analytics and measure ROI.
  • Creative freedom to showcase brand personality.
  • Quick way to address complaints or customer service issues.

Cons:

  • Time-consuming to maintain consistency.
  • Constant platform and algorithm changes.
  • Negative feedback is public and can harm reputation.
  • Risk of copyright or content misuse if not careful.
  • Increasing competition makes organic reach harder.

My Key Learnings from Hands-On Experience

  1. Consistency, Consistency, Consistency

If there’s one golden rule I’ve learned, it’s this: be consistent. Whether your goal is sales, awareness, or engagement, social media only rewards brands that show up regularly. Sporadic posting rarely creates impact.

  1. Constant Evolution

Social media never stays the same. Algorithms change, features evolve, and content formats shift. For instance, Instagram started with square 1:1 posts, then expanded to rectangles (4:3), and later to Reels dominating the feed. TikTok, once seen as a new entrant, disrupted the industry by turning short-form video into a sales driver for small businesses. Staying updated isn’t optional—it’s survival.

  1. Authentic Content Wins

Audiences can spot fake content in seconds. Using real product photos, behind-the-scenes videos, or employee stories resonates more than polished stock images. If stock content is unavoidable, always use royalty-free or licensed material. This not only builds trust but also avoids legal risks.

  1. Gratitude Towards the Team

Social media isn’t built by one person—it takes a team. Recognizing your colleagues in posts adds authenticity and boosts morale. People love seeing the human side of a brand, and team recognition goes a long way.

  1. UGC & Influencers vs. Celebrities

Today’s consumers, especially Millennials and Gen Z, are skeptical of celebrity endorsements. Influencers feel more relatable—they share the same struggles, lifestyle, and aspirations as their followers. That relatability translates into trust, and trust drives conversions.

  1. Optimize Everything

From hashtags and geotags to alt text and audio selection, optimization makes content discoverable. In bilingual markets like Canada, posting in both English and French is often essential, especially for brands targeting Quebec.

AI & Automation Are the New Norm - Automation boosts efficiency, but authenticity drives trust

Another major shift I’ve observed is the growing role of AI and automation in social media management. Tools that once seemed innovative, like Linktree, are slowly being replaced by smarter integrations and conversational bots that keep users engaged without leaving the platform. For example, Manychat has taken over as a preferred tool, allowing brands to automate replies and encourage users to comment in order to unlock content or offers. This not only increases comments but also boosts engagement, since algorithms reward posts that generate interaction.

For instance, during a product launch campaign, a brand could set up a Manychat flow where users are prompted to comment a keyword like “YES” on a post to receive exclusive details via direct message. This approach not only amplifies engagement through a surge in comments but also creates a sense of exclusivity and direct connection with the brand. Pairing this with AI-powered scheduling and analytics tools ensures posts go live at the right time and with the right messaging, while automation handles instant replies—freeing up the team to focus on creative strategy and authentic interactions.

The key, however, is balance—automation should enhance the human touch, not replace it. Used thoughtfully, AI and automation can save time, improve efficiency, and create more meaningful interactions, but they must still align with a brand’s authentic voice.

Conclusion

From India to Canada, my career in social media has given me a global perspective on how audiences engage and how brands can thrive in different markets. Social media may be considered “owned media”, but it’s still a third-party platform that brands don’t fully control. Yet, it has become the first touchpoint where audiences look for updates, announcements, and authentic engagement.

It’s also a space where brands can loosen up—show humor, highlight their people, share behind-the-scenes stories, and build loyalty beyond products. On the flip side, it’s now one of the fastest channels for customer complaints to surface—and one of the quickest ways for companies to resolve them.

With the rise of AI and automation, the social media landscape is evolving faster than ever, and I’ve made it a priority to adapt and learn with each shift. From experimenting with automation tools that increase engagement to understanding how algorithms reward authentic content, I’ve seen firsthand how technology can amplify creativity when used thoughtfully.

No matter the industry, social media is no longer optional. It’s where conversations happen, where reputations are built, and where brand love is nurtured. For me, it’s been more than just a career skill—it’s been a journey of reinvention, learning, and staying relevant in a world that never stops scrolling.