Streamlining your socials could change your game – tips from Ryanair's ex-Head of Socials

Social media isn’t a silver bullet for your marketing problems. But it can be a slingshot if you know how to aim it.

We just had a BRILLIANT session with Michael Corcoran, ex-Head of Social at Ryanair, now running Frankly, a no-nonsense strategic consultancy for brands who want social to actually work.

The chat was full of gold-dust frameworks and a big slap to the face of agency bloat

and BS.

The 4 things that matter

Marketing isn’t simple, but trying to simplify and get clear from the start will do wonders.

Michael's advice was to get clear on these four things that matter:

Your why: clear POV on what you're doing and the reason behind it. One problem at a time.

Operations: build systems that work at your pace and with your team. Even if it's two of you.

Luck: timing matters. You can't always control it. You can be ready for it.

Testing: let the audience decide. Don't overcook it in the strategy doc.

This isn’t sexy, but it is effective. And most brands ignore it in favour of the latest trend swipe file.

A to-do list isn’t enough

Most social strategies are just glorified content calendars or to-do lists. A real strategy looks like answering questions like:

• What is your business trying to do?

• What is your biggest problem right now?

• Where is your audience already spending time?

• What can you realistically do with the time, people and budget you have to actually move the needle?

  
  

Do fewer things better

One of the most useful re-frames from the session was that you don’t have to do it all.

Find one problem and work on it until you nail it.

• No reach → Paid media or creator-led

• No trial → Founder storytelling, collabs, product in hand

• No trust → Build a strong tone of voice. Stay consistent.

• No conversion → Funnel-optimised creative and better ad systems

“Strategy is bridging the gap between what we aspire to be, and what we’re actually doing about it. It’s about sacrifice. Choosing what not to do is just as important as what you commit to.”

Make one strong decision. Do it really well. Say no to the rest.

Have something to say

If you’re not doing anything different, you’re just another logo in the feed. Challenger brands win by behaving like challengers.

“The price you pay for doing what everyone else does is getting what everyone

else gets.”

Sassy memes work for some.

Dry wit is great if you can pull it off.

Polished video content? Maybe – but not if it takes 6 weeks and 9 stakeholders to approve it.

Bravery doesn’t always look like banter.

Sometimes it’s consistency.

Sometimes it’s founder-led honesty.

But you always need to show up with something to say.

Steal Ryanair’s reactive playbook

Ryanair’s reactive strategy wasn’t magic. It was systems, reps and speed.

They built a “shock clock”, which was their process for getting impactful content out the door FAST.

They started building a system for trend spotting, leveraged that for 5 minutes of team ideation, then executed it.

No day-long brainstorms or approval loops. Just a team with permission to act.

Your version might look different. But here’s the takeaway:

• Set up filters on X, Reddit and TikTok search insights. Check in daily and don’t wait for a trend report.

• Save memes and templates. Have a “visual playground” ready to move fast.

• Make decisions on timing, not taste. And when in doubt, test it live. Audiences will tell you fast.

“You won’t always be perfect – but you will get better with repetition.”

Build what’s yours

Your socials are on rented land.

Michael said it best:

“If TikTok gets banned, if X goes down, if the algorithm changes... your community is gone. You need to own your audience.”

That means email. Substack. Membership. Discord. A place where people choose to be part of what you’re building, no algorithm needed.

It doesn’t mean ditching socials, but it does mean you stop treating like it's the whole engine.

There’s no such thing as best practice

This comment by Michael was a liiiittle spicy:

“If someone talks in absolutes on LinkedIn, tell them to f*ck off.”

But the core message stands true.

Your job isn’t to follow playbooks.

It’s to make decisions. Real ones that fit your business, your brand and your ambition.

Every tactic that worked last year has already been copied to death – so stop chasing what worked for another brand and build what feels sincere to yours.

And if you’re not sure what’s authentic to you, start by asking your audience.

(P.S. Our partners at Tracksuit are great if you’re after live insights about your brand – like how your brand is perceived by audiences vs. how your competitors are. 👇)

Some risqué advice

If you’re struggling to get your CMO to take social seriously, Michael’s advice is to be relentlessly strategic. Talk business impact, not formats. Prove one thing. Then ask for more.

And if you still can’t get sign-off?

“Sometimes you have to take the risk and beg for forgiveness.”

You’re not being rebellious. You’re being resourceful.

Michael's words, not ours. 🤷

And remember…

You're not a content robot. Your job is to use socials like a craftsperson.

The internet needs more thinking marketers and fewer Canva influencers.

So take a breath. Get focused. Build something that lasts.