Week 4 of 2026 - Navigating Daily Amongst A Jury of Our Peers
At 8 Robinsons Brand Management I have spent the last decade building tens of thousands of followers across social channels — a careful blend of paid strategy and organic heart. Promoting our own brand is easy because we don’t try to be something we’re not. My family and I post the real stuff: the quiet, reflective thoughts that make you pause, the behind-the-scenes hustle, and the gloriously ridiculous birthday memes that roast each other with delight.
Taking that same natural voice into client work is where the challenge begins. Out in the wild, social media is both opportunity and minefield. A single misplaced line can spiral into PR headaches and tangible financial fallout. Even statements backed by facts can be misconstrued and attacked in a comments section by people who love nothing more than a good pile-on. Knowing that, we don’t wing it. There’s no room for reckless spontaneity when other people’s reputations (and bottom lines) are on the line. There is an art to finding the edge without tipping over it. It’s a careful calibration: authenticity tailored to context.
Humor helps — but it must be earned. The best laugh is the one that lands because the audience recognizes themselves in it. That’s why I love slipping in small, human moments that show people, not polished personas. Those shared smiles build loyalty in ways statistics alone can’t measure.
Sometimes I think back to jokes I heard growing up about Geminis having multiple personalities — and now I see that adaptability as a superpower. The ability to shift mindset, to become “other” for just long enough to inhabit a different voice, is essential. The goal is to keep content fresh and keep from sounding robotic in this AI driven environment. You balance risk and reward, restraint and spontaneity, brand integrity and audience delight daily. But there are small victories that make it worth the focus: one thoughtful share, a meaningful comment, a genuine like from someone who actually cares. And every now and then, a perfectly timed birthday meme — complete with exaggerated headline and family banter — reminds us why we do this: to connect, to laugh, and to keep it real.
