While World Social Media Day – which recognises the impact of social media on the world and its effect on communities – is officially celebrated on 30 June each year, at Flow every day feels like this special day. That’s because social media is woven into the fabric of what we do – especially for our dynamic social media team led by the ever-energetic Miliswa Sitshwele.
We caught up with the team of keyboard queens (and king) – from senior personnel to junior members – for a round of fun, rapid-fire questions. We led with one that truly matters, especially directed at the seniors: What does it mean to be part of building communities, creating connections and sharing stories that resonate across the globe?
Miliswa Sitshwele – head of social media
Creating communities on social media is all about being your authentic self. I always say that even as a brand, you need to be personable, someone that people can look at and say, “I like this person; I can hang out with them at a braai.” This means sharing stories of who you are, what makes you tick, your why and your values. It also means engaging with your community and talking to them, not at them.
What’s your favourite social media platform right now?
It’s hard to say ... I love how my grid looks on Instagram, but there’s something special about my community on Facebook. These are people I went to school with, worked with and friends I’ve made along the way. There’s something warm and fuzzy about my Facebook community, and I protect that with my life (LOL).
Hashtag you overuse?
#ATravellingMili is one of the hashtags I overuse because I am a travelling girlie and weekend and travelling Mili is my favourite Mili.
The biggest myth about social media?
That social media management is easy and that any Tom, Dick, Nokuthula and her crew can do it. It’s not true; building communities online takes tremendous skill.
You need to immerse yourself in the brand, use insights to guide your posts, engage meaningfully and constantly experiment with what makes your community come alive.
I feel a tingling sensation when I’ve tapped into the core of a community, and you don’t get that from having tons of followers; you get it from trial and error, from learning your platforms and letting content be king.
Melanie Feris – social media manager and content producer
For me, working in social media is deeply personal and profoundly professional. On a personal level, it’s my way of staying connected to a broader human story, a space where I can choose what brings me joy and what inspires me, and where I can continuously learn from others. It keeps me grounded in a shared sense of humanity.
Professionally, it’s a high-wire act. With audiences that are incredibly informed and constantly scrolling, the pressure to craft campaigns and stories that are both meaningful and magnetic is real.
Best time for you to post anything?
Personally, when I have something to say. Not when algorithms dictate the right moment to do so. Professionally, when I have a good sense of how a piece of content is going to get engagement. That takes time and a deep understanding of a brand’s audience.
Emoji you can’t live without?
The pink cherry blossom emoji.
Who inspires you online?
I love those who can tell stories, be it brand campaigns or ordinary people who are authentic, honest, funny and inspirational.
Bianca James – deputy head of social media
To me, the power of social media isn’t just in reaching broader audiences, but in creating spaces where people feel seen and heard. And when you share genuine stories reflecting your journey, successes and struggles, that humanity resonates with people.
The most rewarding part is watching how these connections transcend digital boundaries. A comment, a shared experience or a moment of support can spark relationships beyond platforms and bring real value to people’s lives. That’s the true magic of community building and creating something bigger than yourself that unites people around shared interests, values and authentic human connection.
Your social media pet peeve?
Focusing too much on metrics like follower counts or likes, rather than meaningful engagement. Social media is ultimately about building a community, and quality always outweighs quantity. A smaller, more engaged audience can drive greater impact than a large, passive one.
Memes or meaningful messages?
Depends on my mood, but both have their place, depending on the context and the audience. Sometimes, a well-crafted meme can deliver a powerful message in an accessible way. Other times, more meaningful, thought-provoking content is what truly inspires.
One industry or sector you especially enjoy creating content for?
The international development and cooperation space. I recently worked on the AUSC Keep Moving Africa campaign, and found it incredibly rewarding.
The campaign carried an important message, and being part of a project where social media is used as a tool to inspire positive societal impact truly brings me joy. It’s especially meaningful when the content not only resonates with the communities we engage with, but the communities actively celebrate and amplify the work we do together.
Ntokozo Khanyi – junior account executive
What’s better: a like, comment or share?
A comment is better because it provides evidence that what I shared was meaningful to that person. Nothing beats impact for me. Sharing perspectives and receiving feedback and different opinions helps me better connect with and understand the audience I’m talking to.
Scheduled posts or real-time updates?
Real time is the real deal. Most experiences matter to people when they live those moments. Real-time updates give people a chance to be part of the story as it happens, and that, for me, shows authenticity.
Social media in one word?
Evolving.
Koketso Mulatedzi – digital advertising specialist
The social media trend you love right now?
The scenario of 100 average men versus one gorilla is purely outrageous – peak entertainment! I think the humans would win, though I certainly wouldn’t want to be one of the first 10 men to fight the gorilla.
Your go-to app for content creation?
ChatGPT, with a few tweaks, can generate amazing copy. And if you’re patient enough, you can create artwork that could easily go viral. ChatGPT and Canva make a dangerous duo – think Will Smith and Martin Lawrence’s Bad Boys vibes.
What’s your paid media superpower – targeting, creative or optimisation?
Optimisation – watching a campaign overperform by changing bids, adding or removing targeting and experimenting with different creative messaging – makes me feel like Tony Stark when he was in that cave building the Iron Man suit.
Felicia Mngomezulu – social media coordinator
Stories or reels on IG?
Definitely reels because they are not just limited to your followers; they can reach a wider audience and help you gain visibility on the platform.
One word to describe good content?
Authentic!
Tip for social media success?
Consistency is important, but creating a connection with your audience is imperative!
Sihle Mchophela – social media intern
Trend you wish would disappear?
I love authentic content but I wish people would stop recording themselves crying for the whole world to see.
First social media platform you ever used?
Mxit and/or BBM – BlackBerry Messenger.
One brand killing it on social media right now?
Nike: over 300-million followers on Instagram, trendy graphics and relevant influencers for their campaigns.