Most organisations are active on social media. Far fewer are strategic about it. This session cuts through the noise on what actually drives business results from social, how to build a platform-specific approach that connects to commercial goals, and what separates the organisations getting a measurable return from the ones that are just busy.

Practical, direct, and immediately applicable for marketing teams, business owners, and senior leaders responsible for digital communications.

Suited to: marketing conferences, business growth events, SME forums, corporate L&D programmes

Your professional reputation no longer lives exclusively in a CV or a LinkedIn profile. It lives in what you publish, what you say publicly, and how you show up consistently over time.

This session explores how professionals and leaders can build a credible, authentic personal brand without it becoming a second job, and what the evidence says about the career and commercial value of a well-managed professional presence.

Suited to: professional development events, leadership programmes, HR and talent conferences, graduate and early career audiences

The conversation about social media harms has moved from academic journals to parliamentary committees — and most organisations are underprepared for what that shift means for them. 

This talk examines what the evidence says about the documented harms of social media use, who bears the highest risk, and what responsible organisations should be doing about it. Grounded in Mo’s own research and delivered with the candour the topic demands.

Suited to: public health conferences, safeguarding events, policy forums, education sector events, corporate risk and compliance audiences

Writing a social media policy is the easy part. Building the governance framework, the approval workflows, and the training infrastructure that makes the policy operational is where most organisations fall short—and where the regulatory and reputational risk lies. 

This session gives audiences a practical grounding in what effective social media policy looks like, with specific attention to the requirements of public sector bodies, regulated industries, and larger organisations with complex internal structures.

Suited to: public sector conferences, legal and compliance events, HR and comms leadership forums, government and arm’s-length body audiences

Disinformation spreads faster on social media than corrections do. The mechanisms behind that aren’t accidental—they’re baked into how platforms are designed to maximise engagement. 

This session examines how disinformation travels, who amplifies it, what the research says about its effects on public opinion and institutional trust, and what organisations, communicators, and platform users can do about it. Mo has worked on research in this space and approaches the topic with both academic rigour and practical clarity.

Suited to: journalism and media conferences, public affairs and policy events, education sector audiences, digital literacy programmes, government and civil society forums

AI is changing how content gets created, how audiences get targeted, and how platforms decide what gets seen. This session explores what those changes mean in practice for organisations and communicators—how to use AI tools productively in a social media workflow, where the risks exist, and how the regulatory landscape is evolving in response. 

Mo draws on his technical background in computer science and informatics alongside his practitioner experience in social media strategy to give audiences a grounded, non-hype view of what’s changing and what it means for them.

Suited to: technology conferences, marketing and communications events, AI and digital transformation programmes, policy and regulation forums

Organic reach has limits, and most organisations hit them faster than they expect.

This session covers how social media advertising actually works—how platforms decide who sees your ads, how to set campaign objectives that connect to business outcomes rather than vanity metrics, and how to read ad performance data in a way that informs the next campaign rather than just reporting on the last one.

Mo draws on hands-on experience managing seven-figure advertising budgets across major consumer brands to give audiences a grounded, practical view of paid social that cuts through the platform hype.

Influencer marketing has matured from a novelty budget line into a core channel for brands of every size—but most organisations still approach it without a clear strategy, meaningful measurement, or any real understanding of what makes a creator partnership produce results versus just produce content.

This session draws on direct experience running influencer campaigns for major consumer brands. It covers how to identify the right creators for your audience and goals, how to brief and manage partnerships effectively, how to measure performance beyond reach and impressions, and how to avoid the pitfalls that make most influencer spend difficult to justify.

Practical, direct, and applicable whether your organisation is running its first campaign or trying to professionalise an existing programme.

Suited to: marketing conferences, consumer brand and retail events, agency new business and L&D programmes, and PR and comms teams whose clients are increasingly asking for creator-led campaign thinking.