In this interview, Lorenzo Johnson, Director of Revenue Management at Sociallyin, shares how modern social media agencies are evolving, moving beyond content calendars toward community-led engagement, AI-powered optimization, and smarter partnerships that drive measurable business impact.
What makes Sociallyin different from other social media agencies?
Sociallyin is a Social Media Only agency. Everything we do starts and ends with community, content, and culture. Unlike traditional agencies that treat social as an add-on, we are purpose-built around it. We combine creative production, media buying, community management, influencer strategy, and reporting all in-house, which leads to faster turnarounds, better alignment, and deeper insights.
How are you using AI in your social media work?
AI is integrated throughout our workflow. We use it for predictive targeting, content ideation, sentiment tracking, and performance analysis. Tools powered by AI help us monitor trends, test creative variations, and streamline reporting across platforms.
As a preferred agency partner with Meta, TikTok, and Google, we also receive early access to platform updates and AI features that improve targeting, bidding, and campaign optimization. The result is faster decisions, smarter creative, and better return on investment for our clients.
What is the biggest mistake brands make on social media today?
Too many brands treat social media as a content calendar, not a communication channel. They publish consistently but do not engage. Social works best when it is interactive and responsive. Ignoring comments, failing to adapt to feedback, or staying too rigid with content plans causes missed opportunities and lower engagement.
What is one simple action brands can take right now to improve engagement?
Start replying more often and more intentionally. Comments and direct messages are valuable signals to platforms. They also build trust and community. Brands that prioritize responses, ask thoughtful questions, and reshare user-generated content will see stronger engagement across the board.
Which metrics matter most for measuring success today?
We measure success by how social media drives both engagement and business outcomes. Key metrics include:
- Save and share counts
- Engagement rate by reach
- Click-through rate and cost per click
- Website traffic segmented by social channel
- Customer acquisition cost and return on ad spend
- Sentiment and direct messages
We also monitor long-term indicators like brand recall, community growth, and repeat interactions across posts and stories.
Where do you see social media marketing heading in the next few years?
Social media is shifting away from broad, mass messaging and moving toward personalized, community-driven experiences.
Audiences now expect content that speaks directly to their identity, values, and interests. This is driving the rise of smaller, high-intent communities on platforms like Discord, WhatsApp, and private Facebook Groups. Features like subscriber-only content, close friends lists, and direct message marketing are becoming central to how brands maintain engagement and loyalty.
AI will continue to assist with production and targeting, but the brands that win will be those that sound human, show up consistently, and build real relationships with their audience.
For brands to succeed, they will need to invest in audience segmentation, UGC strategies, and relationship-building, not just content distribution.
How can BD networks like Zeroik help unlock new deal flow?
Business development networks like Zeroik are essential for visibility and credibility. They reduce friction in the sales process by curating trusted partners and giving decision-makers confidence in who they’re bringing in.
For Sociallyin, being part of a BD network helps open doors to clients who are actively looking for specialized help. It also connects us with other agencies we can collaborate with, which is key to expanding service capabilities.
What types of collaborations do you find most rewarding for growth?
The best collaborations are those built on complementary expertise. We find the greatest value in teaming up with specialists in areas like PR, SEO, or media buying to deliver full-service solutions that are both strategic and executionally strong. These kinds of partnerships allow each team to focus on their strengths while working toward a shared goal, which leads to more efficient workflows and stronger results for clients.
When roles are clearly defined and capabilities align without overlapping, the collaboration becomes more than just cooperative. It becomes additive. Each contribution strengthens the outcome, resulting in campaigns that are more cohesive, better targeted, and ultimately more impactful. Growth comes not just from doing more, but from working smart with the right partners in place.
