Social networks: The art of capturing and retaining an audience in the digital age

Can you tell us about your career path and what led you to work in communications?

After completing a Grande École Programme at Skema Business School, with an MSc in Events and Tourism, I began my career in commerce and sales. I quickly realised that this field was not enough for me: it lacked creativity, lasting human connections and opportunities to express my ideas.

Inspired by my mother, who is a business owner, I have always been drawn to entrepreneurship. I therefore decided to pursue a career in digital communications, a field where I can combine listening skills, creativity and strategy.

Today, I help businesses shine on social media. My goal is to reveal their identity, showcase their authenticity and create an image that inspires confidence. I listen, I understand, then I transform their story into content that leaves a lasting impression... and makes their brand proud.

In your opinion, what is the role of social media in a company's overall strategy today?

Today, social media plays a central role in a company's strategy. Whether you are a small local business or an international brand, everyone is present on social media to some extent. It is a breeding ground for opportunities to gain visibility, create authentic connections with your community, and stand out from the competition.

It also accelerates word-of-mouth advertising: a message, photo or video can spread in a matter of hours, reaching far beyond its initial audience. Networks allow you to tell your story, show behind-the-scenes footage, promote your customers and partners... in short, bring your brand to life.

Today, ignoring social media means cutting yourself off from a significant part of your market and missing out on opportunities for growth and brand awareness.

What are the most common mistakes you see brands making when communicating online?

One of the most common mistakes is the lack of a clear identity. Some brands publish content, but without a consistent visual identity or recognisable tone, which makes them invisible in the crowd.

Another pitfall is the lack of strategy. Publishing randomly, without specific objectives or an editorial calendar, is a bit like talking to yourself. Social media requires a long-term vision and consistency over time.

For freelancers, I often see too much blurring between personal and professional life. A little personality is fine. But if you spread yourself too thin or share too much irrelevant information, your brand message becomes diluted.

There is also a lack of interaction: some companies simply post without responding to comments or messages. However, social media is primarily a place for exchange, not an advertising billboard.

Finally, many miss out on trends that are creating a buzz on social media. Not drawing inspiration from them or adapting them to your own world means missing an opportunity to increase your visibility and connect with current trends.

How do you identify and follow trends to ensure your content remains relevant?

Thanks to my job, I am immersed in social media on a daily basis... even in my personal life. This allows me to quickly identify emerging trends. As soon as a format, sound or concept starts to circulate, I record it and analyse how it could be adapted to my client's universe, target audience and offering.

I don't just copy: I seek to rephrase the trend so that it reflects the brand's personality and brings real value to its audience.
Above all, I remain constantly vigilant: algorithms, platforms, user behaviour... everything is changing rapidly. Anticipating these changes is the key to staying relevant and capturing attention.

Can you give us a concrete example of where a good social media strategy has really boosted the visibility of an account?

One example that immediately springs to mind is my own TikTok account, which I maintain out of a passion for books and everything to do with reading. I share not only my literary discoveries, but also the cosy atmosphere that makes these moments even more immersive: candles, blankets, reading nooks, decorations, and so on.

One day, I posted a short video of myself installing a new rug in my reading area. Nothing complicated: just a genuine, simple, quick moment that perfectly reflected my world. People loved it because they could easily take inspiration from it and replicate the idea in their own homes. The result: 22,000 views, dozens of comments and numerous requests for the rug's reference number.

This example clearly shows that spontaneous content, when aligned with its universe, can generate strong engagement and even trigger purchase intentions.

Storytelling is becoming increasingly important. How do you use it to create a strong connection with the community?

For me, storytelling is a powerful tool for creating an emotional connection with my community. I use it by systematically putting myself in my target audience's shoes: I know their needs and issues because I have often faced the same ones myself.

I tell stories based on real situations: a challenge I faced, the solution I found, and the results I achieved. The idea is not to expose my entire personal life, but to share just enough of my experiences so that the audience can relate... while always staying connected to my business.

It must also be said that there is a lot of curiosity, sometimes misplaced, on social media. The content that attracts the most attention is often that which refers to one's history, talks about oneself, or puts oneself forward. The key is to do so intelligently, with a message that adds value and remains aligned with one's positioning.

Each story ends with an introduction to a service or product that can help them, much like a logical conclusion: “This is how I solved this problem, and this is how you can do the same.”
It is authentic, useful and action-oriented.

With platforms constantly evolving, how do you keep up to date and develop your skills?

Even though I spend a lot of time on social media and regularly monitor the competition, I often face a challenge: the constant evolution of technology. But I don't see it as an obstacle; on the contrary, it's a stimulating challenge.

As soon as something new comes along, whether it's in a field I already know inside out or in a world that's completely new to me, I educate myself. I explore, I test, I learn. Continuing education and lifelong learning are essential in every profession: if we don't adapt, someone else will do it for us... and surpass us.

For me, staying up to date means investing in my curiosity and my skills, again and again. That's what allows me to remain relevant, perform well and bring maximum value to my clients.

What advice would you give to a company that wants to improve its digital communication today?

My advice would be simple: do not be afraid to invest in learning. Training in social media and digital communication is not reserved for a particular generation or profile. I often hear phrases such as “I'm too old for that”, “I don't understand anything, I didn't grow up with this.” or even “It's just to post photos of his dog.”. These are biases that hold us back, but we must overcome them.

With the right training, you can gain confidence, master the tools, and turn your ideas into results.

Finally, training means giving yourself the means to be independent, to gain confidence and to transform your ideas into concrete results. It's not just an additional skill, it's a direct investment in the growth and success of your business.