In this episode, I'm chatting with Jen Heuett, an AI Business and Systems Strategist based in Christchurch. Jen hit six figures in her first year running a social media management business, then walked away from it. What she saw behind the scenes of all those businesses was the reason she pivoted, and it's the reason she now teaches what she teaches.

I had to admit something to her on this one. Back when I was finding my feet with Social Smarty, Jen was one of the business owners I quietly stalked online. I thought she had it all figured out. Turns out she was burning out behind the scenes and about to make a pivot I didn't see coming.

We get into the moment eight months in when she realised her social media training wasn't sticking, and why that had almost nothing to do with the training itself. She shares what she keeps spotting when she audits small businesses, the kind of shame that surfaces when she does, and the gap between how US and Kiwi business owners approach support and investment.

Then we get into AI properly. Jen has strong views on how most business owners are using it (mostly in the wrong part of their business) and why their output keeps sounding like everyone else's. She talks about what "collapsing time" actually means in practice, the launch a client now plans in five minutes that used to take weeks, and the very first thing she'd do if she was starting with AI from scratch today.

If your business runs on memory, sticky notes and a lot of hope, this episode might change how you think about what AI can actually do for you.

You can find Jen here on Instagram: https://www.instagram.com/thesmallwinsco

And here on LinkedIn: https://www.linkedin.com/in/jmheuett/

Looking for advice to help you confidently show up on social media?Connect with Jodine:

• Instagram: www.instagram.com/socialsmarty.co
• Facebook: www.facebook.com/socialsmarty.co
• YouTube: www.youtube.com/c/SocialSmartyJodineMcIntyre
• Website: www.socialsmarty.co

In this episode, I'm chatting with Anna Catley, a strategy and brand marketer from Hawke's Bay who decided that sending out CVs wasn't going to cut it in today's job market. Instead, she turned her entire job search into a full-blown marketing campaign, complete with a bingo card, a 100-day LinkedIn challenge, and a cow onesie she wore to run 10 kilometres for charity.

Anna has racked up over a million views on TikTok, landed national television coverage, been featured in The Herald, and received a letter from the Prime Minister's office, all while still actively looking for work. It's one of the most creative and gutsy approaches to personal branding I've seen, and the way she talks about it is so practical and transferable.

Whether you're job hunting, building a personal brand, or just trying to get more visible online, this one is packed with things you'll want to act on.

Find Anna on LinkedIn here: https://www.linkedin.com/in/annacatley1

Looking for advice to help you confidently show up on social media?

Connect with Jodine:

• Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.instagram.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.facebook.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.youtube.com/c/SocialSmartyJodineMcIntyre⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.socialsmarty.co⁠

In this episode, I'm chatting with Kayla Oughton, an AuDHD coach and the founder of Dopamine and Co. Kayla was diagnosed with ADHD at 35, later identified as autistic, and has spent the years since building one of the most genuinely engaged communities I've seen in this space.

She went from sitting stuck at around 230 followers for a full year to nearly 20,000, and the way she got there is not what you'd expect.

What I love about Kayla is that she didn't crack the code by following the rules. No content calendar. No Canva templates. No batching system. Just a really clear sense of who she is, what she wants to say, and the willingness to finally stop holding back.

We talk about the real cost of censoring yourself online, what happened when she went viral on TikTok for all the wrong reasons, and the surprisingly simple shift that unlocked everything.

If you've been stuck in the start-stop cycle with social media, or you've wondered whether your brain is just not built for this stuff, this episode is going to feel like a breath of fresh air.

You can find Kayla here:

• Website: https://dopamineandco.com/
• Instagram: https://www.instagram.com/adhdcoachkayla/
• TikTok: https://www.tiktok.com/@adhdcoachkayla
• LinkedIn: https://www.linkedin.com/in/kayla-oughton/

Looking for advice to help you confidently show up on social media?

Connect with Jodine:

• Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.instagram.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.facebook.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.youtube.com/c/SocialSmartyJodineMcIntyre⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.socialsmarty.co⁠

When it comes to AI and social media, are you riding the wave or getting lost in the noise?

In this episode of The Social Smarty Show, we’re digging deep into the ways AI is shaking up how small business owners like you show up online. From caption-writing with ChatGPT to tools that can literally predict which posts will perform best (yes, really), we’re pulling back the curtain on what’s working and what’s quietly chipping away at your brand trust.

If you’re feeling like AI could be a shortcut and a sellout at the same time, this one’s for you. Because yes, we want to work faster… but we also want to stay unmistakably us.

In this episode, I mention the Social Smarty Society - you can check it out here: https://socialsmarty.co/society

Looking for advice to help you confidently show up on social media?

Connect with Jodine:

• Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.instagram.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.facebook.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.youtube.com/c/SocialSmartyJodineMcIntyre⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.socialsmarty.co⁠

Raise your hand if you’ve ever hit ‘post’… then sat there watching your likes trickle in slower than a Monday morning.

You followed all the “rules” - nailed the hashtags, wrote a mini-novel in the caption, timed it perfectly. So why does it still feel like you’re shouting into the void?

In this episode of The Social Smarty Show, I’m breaking down the outdated advice still floating around the internet - and what actually matters in social media marketing in 2025. If your reach is tanking and your content feels invisible, this is your wake-up call (with love). We’re talking hooks, video, searchability, and why the algorithm doesn’t care when you hit publish.

If you’re ready to stop wasting time and start creating content that actually gets seen, you’re in the right place.

In this episode, I mention the Content Confidence Kit - you can check it out here: https://socialsmarty.co/content-confidence-kit

Looking for advice to help you confidently show up on social media?

Connect with Jodine:

• Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.instagram.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.facebook.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.youtube.com/c/SocialSmartyJodineMcIntyre⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.socialsmarty.co⁠

When social media strategist Hanna Rauch launched a second business that had nothing to do with marketing, she didn’t expect it to explode the way it did.

But Busy With Books - her introvert-friendly reading retreats and online book club - struck a chord with hundreds of book lovers craving connection without the pressure.

In this episode, Hanna gets real about the early days: from posting to zero followers, to going viral with nothing but a mood board and a dream.

She shares exactly how she built momentum, what content moved the needle, and the surprising backlash she wasn’t prepared for (and how she handled it).

This isn’t just a story about retreats and reading - it’s a masterclass in community-building, storytelling, and staying true to your values when the internet comes knocking.

What’s Inside This Episode:

• The moment Hanna knew she wanted a second business that had nothing to do with marketing
• Why reading retreats were the “obvious” answer (even though no one else was doing them in NZ)
• What she did in the first 30 days to grow from zero followers to 450 people on the waitlist
• Why she didn’t wait until everything was ready before she started posting
• How she made content without having any real retreat footage yet
• The surprisingly effective TikTok-to-Instagram strategy she used to grow both audiences
• What went down when she announced her paid book club - and why it did shake her confidence
• The exact PR strategy that landed her in Women’s Day, Stuff, NZ Herald + more
• One media feature she thought would pop… but didn’t-
• The best user-generated content campaign she’s ever run (and how she pulled it off)
• Her perspective on “authenticity” — and the difference between being real and being raw
• Why she’ll gladly post her screen time report but draw the line at mid-cry selfies

To find out more about Busy with Books and connect with Hanna:

• Visit Busy with Books: https://www.busywithbooks.com
• Follow on YouTube: https://www.youtube.com/@BusywithBooks
• Follow on Instagram: https://www.instagram.com/busywithbooksnz
• Follow on TikTok: https://www.tiktok.com/@busywithbooksnz

Looking for advice to help you confidently show up on social media?

Connect with Jodine:

• Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.instagram.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.facebook.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.youtube.com/c/SocialSmartyJodineMcIntyre⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.socialsmarty.co⁠

Stay ahead in social media marketing with this week's Social Smarty Scoop, your weekly round-up of everything you need to know in the world of social media marketing.

In this episode, I cover:

• Facebook's announcement that all videos on the platform will now be treated as Reels
• Instagram is finally rolling out shared access
• Facebook will soon allow login via Passkeys
• Instagram has increased the length of Reels to 20 minutes
• Threads is rolling out this fun feature to help you hide spoilers: https://www.threads.com/@zuck/post/DK-BydcJHkF
• TikTok's new feature: Connect Now
• Ads are coming to WhatsApp
• Meta is working on more smart glasses collabs

Looking for more advice to help you confidently show up on social media?

Connect with Jodine:

• Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.instagram.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.facebook.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.youtube.com/c/SocialSmartyJodineMcIntyre⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.socialsmarty.co⁠

Stay ahead in social media marketing with this week's Social Smarty Scoop, your weekly round-up of everything you need to know in the world of social media marketing.

In this episode, I cover:

• Instagram’s new limit on Trial Reels
• Meta’s first generative AI editing feature: Restyle (check out the video I mention during the episode here: https://www.threads.com/@oncescuradu/post/DKxKN8Zs3mi/media )
• Instagram automatically allowing public photos and videos to appear in search results
• Threads testing direct messages (DMs)
• YouTube adding posts to the Shorts feed
• Instagram testing a Save button
• TikTok’s new AI-powered Ad Assistant

Looking for more advice to help you confidently show up on social media?

Connect with Jodine:

• Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.instagram.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.facebook.com/socialsmarty.co⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.youtube.com/c/SocialSmartyJodineMcIntyre⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.socialsmarty.co⁠