Social Media and Your Mental Health

On this mornings commute, I came across this article by Jill Stark for The Sydney Morning Herald. It reminded me of a situation some years ago, when a friend of mine was going through a particularly rough patch in her personal life. You know the sort thing; never one problem to deal with, but everything happened at once. She’d just come out of a long-term relationship, been made redundant from her dream job, and as a result, was facing the very real possibility of having to forgo her much-anticipated trip to Europe. To add to this rather stressful situation her Facebook feed seemed to constantly feature pictures of her ex with his new girlfriend alongside photos of care-free friends enjoying holidays abroad.

Obviously Jill’s story is very different, with much more at stake, but I think I can confidently say we’ve all been there; we’ve all experienced that moment of being drawn into the fictional world of social media and comparing our mundane daily lives with the highlights others choose to present as their own daily lives.

Previously, this short film has been my go-to prop used to pull my friends out of the make-believe online world in which everyone else is having more fun than us. It really does point out the ease at which one can create a seemingly perfect life through social media, when the reality is vastly different. And it's funny too, which definitely helps! To be honest, even without this film, we all know that social media isn’t real life, yet regularly we still get drawn into the mirage. Never has the suspension of disbelief been so powerful as when it forces us to ‘research’ (read: stalk) a little deeper into who that pretty brunette in the picture with him is.

I’m sure many of you reading this will sympathise with the situation; that torturous need for a quick stalk to really ‘understand’ more about the person behind the collection of pixels on our newsfeed. I for one know when moments like this happen, I never feel good about what I find. Questions usually remain unanswered, and on the off-chance I do find ‘answers’, these usually turn out to be wrong anyway. The comparisons easily get us down, and the feeling of inferiority creeps in.

Although a relatively new field and industry, much research has been conducted on the effects social media is having on us. The focus has predominately been on mental health, although there are some reports into the physical effects, such as sleep disturbances and aches and pains too. It doesn’t come as a surprise to report that the majority of research out there points overwhelmingly towards social media providing negative repercussions on our mental health. From addiction to depression and anxiety, jealousy to sleep deprivation, loneliness, to cyber-bullying, the extent of the problems is shocking. Most annoyingly, and I guess ironic, is the way social media is seemingly reducing our social abilities.

In the interest of balance, it’s important to remember it’s not all bad out there on social media. It helps us stay in touch with friends and loved ones, and even reconnect with others we may have lost contact with. As a Brit living in Australia, this is what keeps me logged in. I’ve reconnected with so many people from home who’ve also found themselves in Sydney, some of which I have since become so close with. I can guarantee this would never have happened if it wasn't for a post about their travels popping up on my news feed.

Interestingly, social media has also been proven to provide positive effects on other elements of our mental health including self-expression, self-identity and awareness of peoples health.

So, how is this rant on the dangers of social media related to the world of Digital Marketing Communications? Well, it is the responsibility of social media marketers to be aware of these risks, as well as the benefits; to encourage healthy interaction through these platforms whilst still communicating the brand message, and I think increasingly so, to become more creative and innovative with how they utilise the platforms for social good. I’m going to take liberties now and say we want digital marketers to give us something interesting, thought provoking and relevant our news feed as apposed to generic ads repurposed from print-based campaigns.

For more information about the state of mental health within our industry, read my blog from the end of last year.

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Signs It’s Time to Hire a Marketer…and how to get it right

By Kristina Gerdov • September 3, 2025

For many growing businesses, marketing is often something that gets added to the to-do list of already busy managers or existing teams. A social post here, an email there, and maybe a campaign when there’s time. But without dedicated expertise, marketing rarely delivers the consistency and commercial results your brand needs to grow. If you’ve been wondering whether it’s time to bring in a dedicated marketing resource, here are the key things to consider and how to ensure your first hire is set up for success. 1. The Telltale signs If your demand generation has stalled, you’re struggling to convert interest into sales, or your brand presence feels disjointed, it’s time to stop relying on ad-hoc efforts. A dedicated marketer can build and execute a strategic plan that drives consistent results and positions your brand for long-term growth. 2. What to avoid It can be tempting to look for a “jack-of-all-trades” who can do a little bit of everything. The reality? Even the most talented marketer will struggle without clear goals and defined outcomes on what the business is looking to achieve. Hiring without clarity can lead to underwhelming results and frustration on both sides. Be specific about the expertise you need and the outcomes you expect. 3. Why this hire is so important to get right Your first marketing hire is more than just another role, it often lays the foundation for your brands future growth engine. The right hire can build momentum and shape how your future team evolves. The wrong hire however, can stall progress, waste budget, and leave you back at square one. 4. Fractional vs full-time Not quite ready for a permanent commitment? Fractional marketers can be a great short-term solution to get things moving while you build the case for a full-time hire. Just be clear on their remit. Fractional marketers are ideal for campaigns, projects, or interim support, but they’re not typically suited to long-term brand building or team development. 5. What kind of marketer do you actually need? Marketing as a discipline is broad, as are the tools used to reach your desired target audience. Do you need someone to drive digital acquisition, manage partnerships, develop content, or build brand strategy? Start by clarifying your business’s biggest priorities and pain points, then match the skillset accordingly. The clearer you are upfront, the better the outcome. 6. How to set them up for success Hiring the right person is only half the job. To see results and maximum impact, you need to set your new hire up for success. This means: Clear KPIs so they know what good Vs great looks like The marketing tools and access to the resources they need to deliver Integration into cross-functional conversations with key decision-makers from day one Bec Godkin, Senior Talent Partner says “Marketing can’t succeed in a silo. The deeper your marketer is connected across the business and understands the various levers that shape success, the greater their impact will be” Hiring your first marketer is an exciting step - it signals growth, ambition, and the desire to build something bigger. By being clear on what you need, avoiding common pitfalls, and setting your hire up for success, you’ll give your business the best chance to thrive. At iknowho , we specialise in helping brands make their first marketing hire. If you’d like to talk through what kind of marketer is right for your business, we’re here to help.

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025

Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025

In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.