Today we’re speaking to Elizabeth Knights Ward,  Community, Social Marketing & Education Manager at everyone’s favourite social media management platform, Hootsuite. Elizabeth will be sharing what she thinks the biggest challenge to the social media industry is right now, plus how to make the perfect cup of tea. Sugar anyone? Then we shall begin.

#1. So, what’s your favourite word?


#2. What gets you up in the morning?

Knowing that every day is a new chance to do something great.

#3. Loving that PMA (positive mental attitude) btw. What do you truly, honestly think of social media?

It’s a wonderful tool for connecting the world, but only if used properly, with knowledge and understanding. A common mistake I see is that everyone jumped on the bandwagon but perhaps did not have enough to say. The mantra to keep in mind is really ‘less noise, more quality’; companies need to have enough relevant content to keep the engine running. What you can’t do is start the fire but forget to stoke it after.

#4. We agree – strategy is key *poet, didn’t know it*.  Kindles or books?

100% books!

#5. 100% agree. What do you think is the biggest challenge to your industry right now?

Managing and combatting fake news and the impact it can have upon day-to-day society. It’s great to see networks taking positive steps to change the situation, however the scaremongering of the truth is more readily accepted than the truth nowadays and I really want to see that changing.

#6. What did you want to be when you were growing up?

A ballerina

#7. Us too. Until *that* incident where our tutu got stuck in a tree on stage. Don’t ask. What led you to your current career?

Building my own online community of over 3 million through my musical and poetical extra-curricular activities.

#8. BOOOOOM. Hi 5 that, Elizabeth. Can you use your favourite word in a sentence?

It’s absolutely abominable that you’ve run out of cheese for this weekend, how will I cope?

#9. Now can you make it rhyme?

Like I said, it’s abominable you’ve ran out of cheese, be gone with you!

#10. We’ll chat about the rhyming. What advice would you give to your younger self?

Try not to worry so much about what people think of you, nine times out of ten – it doesn’t matter.

#11. We ❤️ you anyway. What’s the best thing anyone’s ever done for you?

My little sister changed her plans last minute and rather than flying home to the UK from the UAE, came and surprised me in Sydney when I was on my own!

#12. Bless. Tell us, what’s been your ‘career-defining’ moment?

Joining Hootsuite and realising I’m officially sitting on the front lines of the social media industry.

#13. If you won a big award of some kind, who would you thank?

My sisters.

#14. Can you give us a timesaver of the day?

Give yourself an extra 30 minutes in the morning to keep your inbox tidy and file away all completed tasks. That way, you only have to deal with your inbox in real-time

#15. Where do you see your industry in 24 months?

I expect brands to be leaning heavily on advocate marketing, as opposed to influencer marketing, and going back to their fans for genuine social influence. Nike and Converse are two great examples of brands who have really nailed that approach.

#16. Where were you 24 months ago?

Finishing up my job at Google before moving onto WPP.

#17. What’s an interesting fact about your company?

Genuinely, there’s never a dull day, and I think I speak for all of the team when I say that.

#18. If you could have a 24 minute Skype chat with anyone, living or dead, who would it be?

Jim Morrison.

#19. Reckon he’d love it if you played him the Roadhouse Blues. What’s one word you’d want people to describe you with?


#20. Would you mind taking a selfie for us?


#21. What’s your favourite Twitter handle or social media campaign?

@JamesBlunt – for his epic clapbacks.

#22. What’s one quote that defines your work ethic?

‘Solutions not problems’ – courtesy of my first boss Richard at Director magazine

#23. What’s been the best part of your day?

Getting to spend the day surrounded by creative social media professionals, who know how to have a great time whilst doing their day-to-day.

#24. Bit like us really. Finally, anything to plug?

Follow @Hootsuite_UK on Twitter for the most up to date social media industry news. Oh and I’ve recently started – my 2017 quest into discovering, and appreciating the rituals and history of tea.