Chapter 1
Context
During my time at Monitor Publications, audience behaviour was shifting rapidly online while Daily Monitor, its magazines, KFM and Dembe FM still had strong established identities in print and broadcast.
ChallengeSocial media was becoming both a distribution channel and an audience-relationship layer. The challenge was to move beyond simply posting links and use each platform in a way that strengthened the wider media product.
Chapter 2
Role
As Social Media Specialist, I oversaw social strategy for Daily Monitor, its magazines, KFM and Dembe FM, including content, publishing, monitoring, measurement, event support, commercial clients and internal training.
Chapter 3
Approach
- Developed and ran the social-media strategy across multiple media brands.
- Integrated radio with visual content for online audiences.
- Supported presenters and internal teams with online best practice.
- Handled commercial social-media client work within Nation Media Group Uganda.
Chapter 4
Outcomes
- The strategy helped secure social media market leadership for Daily Monitor.
- Built stronger integration between broadcast personalities, newsroom content and social distribution.
- Raised internal digital capability through training and ongoing support.
Chapter 5
Lessons
Media brands already have content. The growth problem is turning that content into platform-native habits without losing the trust and strengths of the core brand.
