social media is the frontline of marketing and the SMM has one of the most important roles…… a lot of founders treat social media like a billboard. post.
wait.
post again. when in reality, it’s a direct connection to the minds of your customers and an opening to some really powerful insights. according to the 2026 Social Intelligence Report, 80% of marketers say social intelligence is important to business growth. and 4 in 10 marketers use it to improve customer retention and identify their target audience. so here are 4 ways i as an SMM actually have an input in marketing…… → brand amplification a significant number of marketers say not using social media has resulted in losing market share to competitors. what i do is constantly look for the conversations where the brand needs to be seen, then plug it into them. not just posting and hoping someone notices. → staying culturally relevant welcome to the gen z internet…… where trends are born, die and somehow come back in 3 days. and where are most of these conversations happening? social media. so if your brand wants to stay relevant, someone needs to actually be watching what’s happening. → making your product easier to discover google used to be the first place people went when they needed information. now social media is becoming a major search engine, especially for younger users. so yeah…… i’m also thinking about how your content gets discovered. → building a thriving community let’s be real, replying to users and actually talking to them does more for a community than posting 10 times a day and disappearing. your community already exists somewhere. you just need to find them. answer their questions.
react to their comments.
surprise them sometimes.
 find the people with problems your product solves. you see why the SMM shouldn’t be an afterthought? i might be a small part of the team, but i’m the one executing a lot of the plans from the marketing team. i’m in the trenches. seeing what people are saying.
seeing what they’re confused about.
seeing what they like.
seeing what they ignore. and those are real-time insights the rest of the team can use to understand who they’re actually building for. so who holds the real power? the king giving the order or the general on the battlefield? (p.s imo, they’re both equally relevant, but the SMM shouldn’t be thought any less.)

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$3M TVL in 3hrs…. this was the result of a successful launch campaign i ran, and here’s what i learnt. every serious founder needs to target a launch that has people talking before and after the launch. truth be told a lot of founders botch this pivotal moment. and while a lot of factors are involved. one sticks out: not understanding the ecosystem they’re building in…. base, solana, ethereum, pulsechain, let’s face it they’ve all got their distinct culture. and the people in the communities have an ethos they believe in…. so what did i do? i went about understanding the ecosystem, getting familiar with their language and building connections with projects that have built trust in the ecosystem. building connections with KOL’s with an audience that would fit the audience interested in our product. from plugging into the right conversations, projects took notice and started interacting with us. in so doing soft shilling us to their audience, KOL’s started dropping guides (cause they genuinely liked the tek)…. now we had an even wider audience. all without spending so much on marketing. all it took was knowing where and how to position. and the result was 1M impressions that resulted in a $3M surge in 3hrs. so do you think positioning has an effect on launch?