Kingston, Jamaica — Small and mid‑sized enterprises across the Caribbean are leaving growth on the table by treating social platforms as photo albums instead of revenue engines, warns media strategist and author Dr Carol Wilson‑Morgan.
Wilson‑Morgan’s latest book, “Avalanche of Leads: Why You Should Use Social Media to Build Your Brand,” traces the arc of platforms from hobbyist chatrooms to trillion‑dollar advertising networks. Her central takeaway: in mature markets, social media is baked into every commercial workflow, while in developing economies it is still viewed as optional, after‑hours fun.
“Our phones are high‑powered marketing departments in miniature,” she argues. “Yet many owners post only when they attend a party. That mindset is costing them customers.”
From Posts to Policy
Wilson‑Morgan contends that any organisation—whether a corner shop or a national chain—needs a written playbook that addresses:
- Purpose – clear business objectives for each platform.
- People – who creates, approves, and monitors content.
- Cadence – how frequently to publish and how performance is measured.
“Without a policy,” she notes, “employees improvise, and improvisation rarely scales.”
Training the Next Generation
The consultant is pushing for structured curricula in schools and vocational programmes to convert social savvy youths into certified digital strategists. “They already own the tools,” she says. “We must now teach them to monetise those tools responsibly and ethically.”
Track Record in Media Innovation
Wilson‑Morgan’s résumé spans pioneering roles at CVM Television during its formative years, consulting for the Caribbean Media Corporation on CaribVision, and helping to launch the RJR Group’s 1Spot Media streaming service. Her blend of broadcast chops and academic research underpins the practical frameworks outlined in the book.
Beyond the Academic Paper
The manuscript began as postgraduate research but ballooned into a 300‑page field guide after interviews with businesses across eight countries. “An academic journal would have buried the insights behind a paywall,” she says. “I wanted every entrepreneur with a smartphone to benefit.”
The Call to Action
Wilson‑Morgan’s message is blunt: “Stop seeing social media as a pastime. Document your strategy, measure relentlessly, and turn engagement into income.” For Caribbean businesses navigating tight margins and global competition, she argues, mastering the digital storefront is no longer optional—it is existential.
