Social Media Burnout and How to Avoid it

Over the last few months, there has been a pretty consistent theme arising with my consultancy and mentoring clients – social media burnout. It sparked something in me because I think I have been feeling quite similar myself lately.

So, what is social media burnout?

According to Sprinklr (2024) social media burnout is a condition or syndrome where individuals experience emotional and mental exhaustion due to the prolonged use of social media platforms. 

How do you know you have it? 

Oh, you know….you definitely know! But in case there’s any doubt, here is what you’re most likely feeling:

  • Overwhelmed, drained or completely disconnected from social media activities.
  • Scrolling through feeds without any real interest or joy.
  • Feelings of fatigues, irritability and unproductivity.
Social Media Burnout

These symptoms can often stem from the very nature of social media platforms, which are designed to provide instant gratification through continuous dopamine hits to the brain.  When we become used to these hits, the shine tends to start to wear off (sounds familiar, right?)

Our social media experience can start to feel bland and unrewarding, making us feel increasingly disenchanted with our once-loved social platforms.

But why does social media burnout happen and what can we do prevent it?

The need to stay up to date with the hundreds of annual updates across the different social media platforms is EXHAUSTING.  And, just when you think you’re there, something changes again….aggggggghhhh.  

And what is it with the constantly changing algorithms? I mean, it’s not broke, just leave it!  This need to constantly adapt content to suit whatever that day’s requirement for visibility and engagement is, is like trying to empty a sinking boat with a teaspoon…it’s hard, right?

Prevention tips: 
  • Conduct regular audits of your social media accounts and website analytics. 
  • Know what works and what doesn’t.  You should see patterns of what’s working best for you in terms of types of posts, timing, days, etc. 
  • Don’t waste your time trying to be everywhere.  Pick 2-4 platforms that work for you and just stick to those.  
  • Create a realistic strategy for posting – 1 to 2 posts a week is perfectly fine for most small businesses, and don’t be afraid to recycle previous posts.  
  • Mostly, don’t put yourself under pressure – social media should be (at least a little bit) enjoyable!!

Social media is very personal, especially when it’s your business.  By building your brand and making yourself visible, you expose yourself to the unfiltered opinions of others.  These can take the form of negative comments, harsh feedback or, in the worst cases, cyber-bullying. 

There’s also the negativity that can be felt when nobody says anything…quite literally.  You post something, and not one person responds or engages.  It can feel like a slap in the face, and it’s hard not to take that personally sometimes.  Because, if we’re honest, deep down we all have a need for validation and social media can be brutal.

There’s also another form of negativity that impacts us through social media too.  It’s what often feels like the constant stream of bad and disturbing news and images.  Especially right now, when we’re living in a word that seems to be tethering at the brink of humanity. 

It can be hard to digest, and very often, just too much.  I think this has been a huge factor in many people turning their backs on social media, that feeling of over-whelm.

Prevention Tips: 
  • Set your boudaries– why are you on social media and what do you want to get from it? 
  • Don’t do anything that makes you feel uncomfortable, even if your competitors are doing it (live stories tend to pop-up for most people here!).  
  • Make sure your privacy/security settings are set to what suits you. 
  • Turn off notifications if you need a break. 
  • Have a strategy in place to deal with any negative reviews – this will help you to keep your cool and respond professionally if it does happen. 
  • Don’t be afraid to block people if they deserve it!!

This refers to the anxiety that arises from the feeling that others are experiencing more fulfilling lives/business journeys than us. It’s a phenomenon that is exacerbated by the constant stream of updates and news shared on social media platforms, most of which is generally very positive. 

It’s easy sometimes to feel like our competitors are nailing it, while we’re sitting around looking at the hammer.  But it’s important to remember that social media reflects a ‘highlights reel’ and is generally edited to be a positive reflection on the person/business. 

Very often, it does not reflect reality. But even if it does, so what. Don’t compare yourself to others and don’t begrudge them their wins.

Prevention Tips:
  • Stay in your own lane (a good friend of mine gave me this advice lately, and it rings through in all areas of life).  Let everyone do what they need to do.  You do you.

And put down the hammer…

Karen Twomey MA BSc works as a freelance Digital Marketing Consultant, Trainer & Mentor. For more information see

Digital Marketing Statistics Ireland

It’s that time of the year again, folks! We are Social have just published their The Global State of Digital in 2024 report updating digital marketing statistics Ireland. It certainly makes for some interesting reading…

Here are the top takeaways from the state of digital in Ireland section, as of January 2024, starting with a quick look at our demographics:

  • Ireland’s population stands at 5.07 million (an increase of 33,000 or 0.7% since Jan 2023).
  • 50.4% of our population are female and 49.6% male (gender data currently only available for female/male).
  • The median age is 38.5 years old.
  • There are 5.02 million internet users in Ireland (99% of the population).
  • Ireland was home to 4.01 million social media users (with over 79% of the population using at least one platform).

That’s the who sorted, next to look at where they are all hanging out these days! Here’s an overview of each social media platform by ad reach and gender (male and female only) in Ireland:

  • Outside of YouTube, LinkedIn ads reach the highest percentage of the Irish population. However, it must be said those users are not as active as the users on other social media platforms (only 1/3 of users visit the platform monthly).
  • Meta’s ad reach is similarly divided between Facebook and Instagram. Instagram is now users favorite platform in Ireland, and worldwide.
  • TikTok continues to grow in popularity with it’s users on average spending more time on the platform than any other social media users (an average of a whopping 34 hours per month – which is 6 hours more than runner up Youtube!)

Here’s an overview of social media statistics in Ireland based on ad reach and gender as a percentage of total population

Digital Marketing Statistics Ireland

So, there you have it. Digital Marketing Statistics Ireland show that digital platforms continue their reign as the entertainment and communication choice of the Irish population. Which in turn, of course, means they will continue to remain a vital marketing tool for business!

For more information on how to grow your business online, get in touch with Karen Twomey of Communications Hub.

New Online Social Media Courses for 2024

Time to upskill your digital marketing powers? Come join me on one of my new online social media courses for 2024!

Whatever your commitment ability, we have something to suit from short 2.5 hour workshops to 6 and 10 week QQI L5 certified ones.

Check out some of our current offerings below and if you don’t see what you’re looking for, get in touch! We’re always more than happy to put together a customised one-to-one or group session in all areas of digital marketing and social media training.

Social Media Courses 2024

New Social media Courses 2024:

  • 16th January – QQI L5 Micro award in Social Media for Digital Marketing. 6 week online course running every Tuesday from 9.30 to 15.30. Modules include: Overview of Social Media Marketing for 2024, Content Marketing & SEO, Digital Marketing Strategy, Building and Growing your Brand on Facebook, Instagram, TikTok, Threads, X, LinkedIn and YouTube. For more information see here.
  • 29th January – QQI L5 Certificate in Digital Marketing . 10 Week online course running every Monday night from 18.30 – 21.30. Modules include: Social Media Marketing, Website Optimisation, Search Engine Optimisation, Paid Ad Campaigns, Digital Strategy, Content Marketing, Email Marketing. For more information see here.
  • 15th February – Social Media for Business – The Basics. 2.5 Hour workshop delivered online. Outline: Unlock the power of social media for your business. Discover how to create social media strategies to target your audience across the relevant social platforms, and help build and maintain your brand’s presence. For more information see here.
  • 22nd February – Facebook for Business. 2.5 Hour workshop delivered online. Outline: Master the art of Facebook for business and elevate your marketing strategy, increase brand visibility and drive results on the world’s largest social media platform. For more information see here.
  • 7th March – Instagram for Business. 2.5 Hour workshop delivered online. Outline: Transform your business’s online presence with the help of Instagram. Learn to create engaging and authentic content that will generate sales and leads within your target audience. For more information see here.
  • 21st March – Canva Design for Business. 2.5 Hour workshop delivered online. Outline: Unleash your creativity and elevate your brand online. Learn to design and create visuals, graphics and video content to help your brand stand out through online and offline marketing. For more information see here.
  • 11th April – Make the most of your Website and Search Engine Optimisation. 2.5 Hour workshop delivered online. Outline: Unlock the potential of your website with this course on optimisating content, design and user experience. Master the art of SEO to elevate your Google presence and drive targeted traffic to your website. For more information see here.
  • 16th April – QQI L5 Micro award in Social Media for Digital Marketing. 6 week online course running every Tuesday from 9.30 to 15.30. Modules include: Overview of Social Media Marketing for 2024, Content Marketing & SEO, Digital Marketing Strategy, Building and Growing your Brand on Facebook, Instagram, TikTok, Threads, X, LinkedIn and YouTube. For more information see here.

All courses will be delivered by Karen Twomey of Communications Hub who has a Masters in Public Relations and New Media and works as a Digital Marketing Consultant, Trainer and Mentor.

Social Media for Digital Marketing

Some exciting news to end the year! We’re delighted to have been asked to deliver a brand new Social Media for Digital Marketing course through Cork College of Further Education and Training Bishopstown.

The course is QQI L5 accredited and will lead to a Certification in Social Media for Digital Marketing. The qualification also affords the learner the opportunity to achieve the Level 5 Specific Purpose Certificate in Building Digital Business Skills.

The aim is to enable the learner to enhance the sales and marketing approach of a business by using social media for digital sales, communication and marketing. It’s very much grounded in ‘real-world’ case studies and experiences and will have specific focus on the following:

  • Describing the importance and benefits to a business of using social media marketing to enhance a business’s sales and marketing approach.
  • Identifying a variety of social media platforms currently available for a business’s digital marketing requirements and e-tools to manage those platforms.
  • Identifying the purpose of, and steps involved in, compiling a digital marketing strategy for social media.
  • Setting up a social media business account for a business’s digital marketing strategy, to include appropriate branding, choosing content appropriate to target audience and use of social media content calendar.
  • Using social media for the purpose of selling products or services online.
  • Examining, interpreting, and applying essential social media analytics used within digital marketing.

There will be two practical based assessments as part of the course, broken into an assignment and project. Both assessments will be completed in the duration of the 6 week course.

The Social Media for Digital Marketing course has two scheduled sessions for 2024, both of which will run online:

  • 16th January to 20th February
  • 16th April to 21st May.

It will be delivered through live online lectures and workshops running every Tuesday from 9.30am – 3.30pm over the six week period.

The course will be delivered by Karen Twomey of Communications Hub who has a Masters in Public Relations and New Media and works as a Digital Marketing Consultant, Trainer and Mentor.

For more information or to sign up, click here

Social Media for Digital Marketing Course

Plan your Digital Marketing Plan!

In the fast-paced digital landscape of today, it’s easy to feel overwhelmed with maintaining an online presence – from reels to tiktoks, and blogs to pods, it’s hard to know where to begin (and end!).

Regardless to how bamboozled we might feel with it all, establishing a strong online presence is no longer a luxury but a necessity for businesses of all sizes. Here at Communications Hub, we are firm believers that the most important key to navigating this digital realm effectively is by developing a comprehensive digital marketing strategy.

So, this blog will help you to put together a strategic plan to propel your business towards sustained success!

Digital Marketing Plan


A well-crafted digital marketing strategy provides a roadmap for your business. It aligns your marketing efforts with your overall business objectives, ensuring that every online initiative contributes directly to your bottom line. This clarity allows for better resource allocation, preventing wasted time and budget on activities that don’t align with your goals. Get Strategisingagain and again!


Digital marketing allows you to precisely target your audience. Through tools like social media advertising, search engine optimization (SEO), and content marketing, you can tailor your message to reach specific demographics. This targeted approach not only enhances the efficiency of your campaigns but also ensures that you are reaching the right people at the right time and in the right place. To do this, you must know your audience.


Compared to traditional marketing channels, I’m sure we all know digital marketing is often more cost-effective. With tools like Google Ads and social media advertising, you have greater control over budget and can optimize spending for maximum impact. Additionally, the ability to track and analyze campaign performance in real-time allows for swift adjustments to optimise return on investment. The days of free online advertising are over – a paid ads budget is a must for any business running online campaigns.


As every business knows, a strong digital presence contributes significantly to brand building and awareness. Consistent messaging across various online platforms helps create a cohesive brand identity. Engaging content, social media interactions, and positive online reviews, can all contribute to building a positive perception of your brand among your target audience. Define your brand voice and stick to it!


One of the main advantages of digital marketing is the wealth of data available for analysis. With tools like Google Analytics, you can gain insights into user behavior, campaign performance, and website traffic. This data allows you to make informed decisions, refine your strategy, and continuously improve your marketing efforts for optimal results. Take the guess work out of your online accounts – regularly check your analytics.


The digital landscape is dynamic, with trends and technologies constantly evolving. A well-thought-out digital marketing strategy equips your business with the flexibility to adapt to these changes. Whether it’s a shift in consumer behavior, a new social media platform gaining popularity (not another one!!), or changes in search engine algorithms. A a strategic approach ensures that your business can navigate these changes with agility. Keep flexing and adapting!!


Digital marketing opens up direct channels of communication with your audience. Social media platforms, email marketing, and interactive content, provide opportunities for meaningful engagement. By fostering a two-way conversation with your customers, you can build stronger relationships, gather valuable feedback, and enhance customer loyalty. It also gives your business a unique opportunity to show personality – which in this online world, is vitally important!

    Digital Marketing Plan

    For more information on how we can help you and your business to stand out online, get in touch!

    Karen Twomey MA BSc Works As A Freelance Digital Marketing Consultant, Trainer And Mentor.

    LEO Digital Marketing Mentoring Sessions

    Need some help with your digital strategy? I’m delighted to be running a series of Digital Marketing Group Mentoring Sessions through the Local Enterprise Office South Cork this autumn, entitled Boost your Business Online.

    Communications Hub specialise in the delivery of Digital Marketing Consultancy, Training and Mentoring services.  Much of our work revolves around helping SMEs and Start-ups to successfully launch and grow their business through an understanding of online marketing, brand awareness and digital communication.  Communications Hub is managed by Karen Twomey MA BSc who has a Masters in Public Relations and New Media and over 20 years experience in the areas of business development and marketing.

    Boost your Business Online will run for 1.5 hours per week and be delivered online once a week over a 6 week period. Each session will accommodated up to six participants and cover six different key areas to help businesses to develop and maintain a consistent and strategic digital strategy.


    Utilising the information gained over the sessions attendees, will leave with a cohesive and strategic Digital Marketing Strategy for the next 12 months, along with a better understanding of goal setting, budgeting and measuring ROI.

    The sessions will also allow attendees the opportunity to engage, network and share their own experience with a group of like-minded business peers.

    LEO Digital Marketing Mentoring

    Boost your Business Online starts on Friday 29th September from 12 – 1.30pm and runs every Friday over six weeks, finishing on 3rd November. Places are limited so don’t delay!

    For more information on LEO Digital Marketing Mentoring or to book your place see the LEO Cork South.

    QQI L5 Digital Marketing Course 2023 – Sign up now!

    Struggling to manage your online presence? No need to panic, there’s still plenty of time to get to grips with all things digital marketing before this year is out!

    Social Media Marketing, Content Marketing, Search Engine Optimisation, Website Optimisation, Email Marketing, Digital Strategy…sound interesting? If so, you might be excited to know that our final QQI L5 Digital Marketing course for 2023 will start on Tuesday September 19th and run through until Tuesday 21st November.

    Digital Marketing Course 2023

    The course is delivered through live online classes (all of which are recorded, in case you can’t make one) which run from 9.30am – 2pm. This programme module aims to equip the learner with the knowledge, skill and competence to develop and execute digital marketing strategies and activities using a range of e-tools within a range of digital marketing contexts. It includes two practical assignments, which are completed during the 10 week period.

    The course is specifically aimed at those who own or are starting a business, marketing professionals, or anyone who may wish to upskill to advance their career. It gives an excellent overview of all areas of Digital Marketing Training and includes real-life case studies and workshops.

    For more information or to sign up see Cork College of FET. For more information on the tutor Karen Twomey, click here.

    How to Show Personality Online!

    It’s a constant battle in my job trying to encourage people to show personality online as part of their digital marketing strategy. I think, generally, we can all be quite shy about putting ourselves out there as the ‘face’ of our businesses. Maybe it goes back to that old Irish barb many of us of a certain vintage grew up listening to- Who does your wan think she is? Pure notions!

    Either way, in business it’s now essential to have notions. In fact, the more notions the better! The key difference between traditional marketing and digital marketing is the ability to make a real two-way connection with your audience. Businesses who use their social media platforms and websites as a notice board, are really missing out on the whole point of those platforms.

    I frequently log onto a small businesses website or social media platforms and see no trace of personality or who they actually are. It’s like we sometimes just assume people know who we are and what we do! Businesses, especially small businesses, should always offer more in terms of showing the customer their story and what makes them different.

    Showing personality and telling your brand’s story is now an essential part of getting people to connect with you and your business. Customers like to know who you are, how you got there and what’s important to you. Don’t forget – people buy from businesses they trust – and a great way to build that trust is to offer real engagement through your online content.

    Here are our top tips for showing personality online:

    1. Write in your own voice – Take some age-old advice from my friend Oscar Wilde ‘Be yourself. Everyone else is already taken’.
    2. Choose what your comfortable to share about your personal life eg. your pet, your love of nature, your hobby. It’s not necessary to share lots, but it’s nice to share something. Stick within your own comfort boundaries.
    3. Serious is ok, boring is not – The average online attention span is 8 seconds…use them wisely!
    4. Be professional and relatable – give advice on your area of expertise. Don’t be shy in showcasing your knowledge, qualifications and experience – you worked hard to get them!!
    5. Show your face – people like to see you and know who they are dealing with. If you don’t have any pictures you like of yourself, invest in a few professionally taken ones – well worth having!
    6. Share testimonials – trust and confidence are very important to customers. The more you can build these online, the more you will reap the benefits in terms of conversions.
    How to show personality online

    And, finally, a word of caution – people follow you online because they are interested in what you do. Use your content to educate them on your products/services and the problems they solve. Don’t veer too much off track in terms of what you use your business platforms to promote – ie. sometimes it’s best to rein that personality in a little!!

    For more information on how to build a digital marketing presence for your business, get in touch!

    Karen Twomey MA BSc Works As A Freelance Digital Marketing Consultant, Trainer And Mentor.

    Social Media Statistics Ireland 2023

    Roll up, roll up, the figures are in! So, grab yourself a cup of coffee, sit back, and see what’s happening in the world of social media statistics in Ireland for 2023…drum roll please.

    Social Media Statistics Ireland 2023

    According to there are 4.99 million internet users in Ireland as of January 2023. That represents a whopping 99% of the Irish population! Of those, 79.8 are social media users, with 53.6% being identified as female and 46.4% as male (as of now, social media platforms only publish male/female gender figures).

    If we exclude those who are under 18 year of age, this indicates 91.7% of adults are using social media – that’s a lot of marketing power!

    So, just where are Irish people hanging out on social media for 2023??

    Put your cup down and brace yourself for a shock – according to these statistics, LinkedIn is now one of the most popular social media platform in Ireland with 2.7 million ‘members’, giving your posts the the potential to reach 53.6% of the Irish population.

    Now, I’m not one to say I told you so (nah, I totally am) but I’ve been telling businesses that LinkedIn is the one to watch for a long time now. It’s been steadily gaining popularity, despite its lack of challenges and filters, and is an excellent platform for promoting both yourself and your business.

    I think its no-nonsense and ‘quality over quantity’ style posts appeal to many, especially as so many other platforms have become increasingly spammy and loud. Speaking of good quality LinkedIn posts…come follow me!

    Next up is the old reliable, Facebook. Maintaining its strong presence both worldwide and in Ireland with 49.6% of the Irish population having accounts. 54.2% of these are female, while 45.8% are male.

    Facebook continues to offer one of the best opportunities to reach a middle-aged plus audience online, being one of the more ‘mature’ social media platforms. It can also offer excellent marketing and engagement opportunities, especially for local businesses, with two-thirds of users reporting they visit a local businesses Facebook page at least once a week (Hootsuite, 2021).

    Social Media Statistics Ireland 2023

    Instagram is managing to hang onto its lead over TikTok as per January’s figures – but just about! 45.6% of Irish people have Instagram accounts v 42.6% with TikTok accounts. Both platforms attract more female users, 58.1% and 56.2% respectively, than male users.

    In my experience, Instagram continues to be a hugely popular platform for businesses and is very much the main focus for many in terms of their content creation and marketing. That said, there is little doubt that TikTok is swiftly closing in on Instagram’s target demographic and it’s definitely the one to watch for 2023. Personally, I’m still not overly enamored with it…but then again, I am old.

    Last but not least, 33.7% of the Irish population are still clinging onto their Twitter accounts – in spite of Elon Musk’s best efforts to get them to leave (whoops, did I just say that out loud?).

    According to their own figures, over 60% of users are male, making it, along with LinkedIn, one of the few male dominated social media platforms. That said, Twitters figures are about as reliable as its posts these days. Over and out!

    Karen Twomey MA BSc works as a freelance digital marketing consultant, trainer and mentor. For more information on how Communications Hub can help your business get in touch.

    Professional versus Influencer

    …And the blurred line! In the middle of a mentoring session this week, just as I was extolling the virtues of Instagram, the client stopped my train of thought with this great question:

    I’m a professional, not an influencer…how do I keep that line while still promoting myself online?

    Influencer Marketing

    Over the last few days, I’ve been mulling the answer to this question over and over in my mind. It’s such a valid question and I’m surprised that I haven’t thought more about it. It’s a common worry for many of my clients, but is often expressed more in terms of a wish to keep professional life separate from their personal life.

    Let’s start with a look at how the roles of professional and influencer are defined:

    According to the Oxford Dictionary, a professional is someone who does a job that needs special training and a high level of education.

    A professional in a particular field conforms to the technical and ethical standards of that profession. They go through a defined period of training aimed at acquiring a skill that will be applied to solve a problem, generally in exchange for payment.

    According to the Influencer Marketing Hub , An influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.

    Influencers are usually hired and paid according to their degree of impact on the population (or target market of the company). This generally equates to their number of followers and likes/views that they have on social media.

    They trade their experiences and lifestyles for visibility. The more visible they are, the more money they are paid to advertise a product, be a brand ambassador, and many other #perks!

    Professionals on the other hand, are hired to offer a particular skill for which they have trained and obtained a certificate of learning. They have to acquire a skill and prove that they master it by practicing it over a prolonged period of time. The longer their experience, the more expensive their service generally becomes.

    And therein for me lies the difference – a professional is paid to authenticate a product/service, whereas an Influencer is paid to solely promote it. It’s a very important difference, when you really think about it…and unfortunately, many people really don’t anymore.

    So how do you define that line between professional and influencer in your own businesses marketing?

    I think most people in business now appreciate the need to show personality and to build their brand’s story. This usually involves sharing some element of our personal lives – maybe our dog, our hobbies, or sharing our social causes and beliefs. And it nearly always involves putting our face and voice online, particularly in this age of stories, reels and Tiktoks.

    There are a few key things that businesses can do to help them define themselves as professionals, while still being engaging and showing personality:

    • Use your website and social media bio to promote your qualifications and experience.
    • Deal in fact only – back up your opinions with your professional learnings.
    • Don’t get caught up in fads. Stick to what promotes both your business and personal ethos most authentically (maybe say pass to the latest Tiktok challenge!).
    • Worry about your clients, not the general masses. It’s business you want to attract, not likes and follows.

    Despite the differences between professional and influencer, there’s an increasingly blurry line at times. Many professionals are now also influencers, and many do a great job at merging both to educate and engage with target markets. There can be a lot of value in that. But I do think it’s important for a professional to decide where the line is for them and, of course, that will vary from person to person.

    So I was glad when my client raised that question this week. It’s definitely something I needed to be more aware of and to address more often with clients, especially in this ever-changing world of social media marketing and those blurry lines between work and life.

    My final pointer to professionals is to believe in yourself – sounds obvious, but a lot of us get intimidated by Influencers. Don’t be, their job is different to yours! Those who have done a course with me will know that one of my favorite sayings in digital marketing is ‘Likes are for vanity, engagement for sanity’. That’s a mantra I live by – and I’d strongly advise you do too!

    Influencer Marketing
    Karen Twomey MA BSc works as a freelance digital marketing consultant, trainer and mentor. For more information on how Communications Hub can help your business get in touch.