Over the last 14 years, I’ve built two successful companies and have spoken in over 14 international countries, sharing my expertise with a growing community of over 100,000 people.

My mission is to help companies create engaging content, generate leads, and profit from social media, and empower speakers to gain confidence, secure paid gigs, and become thought leaders.

I’m the founder of ZC Social Media, where we specialise in social media strategy, content creation, and lead generation, and of The Credibility Formula, dedicated to helping speakers become professional speakers and recognised thought leaders.

My portfolio:

→ I'm the founder & CEO of ZC Social Media, a social media agency with a vibrant online community of over 100,000 people
→ I’m the founder & CEO of The Credibility Formula, where I coach speakers to build their confidence and secure paid speaking engagements
→ I offer bespoke 1-2-1 training and consultancy to help businesses and individuals master social media
→ I lead the ZC Social Media Growth Academy, a programme designed to help businesses grow their online presence
→ I am a published author, recognised as a Top Voice on LinkedIn, and have made appearances on BBC, ITV, and BBC World News to share my insights on social media and thought leadership
→ I’ve had the privilege of speaking for NATO, a top brand to work with, further establishing my credibility on the global stage

My results:

→ 100k+ online community
→ 14+ years as the owner of ZC Social Media Agency
→ Speaker at events in 14+ international countries
→ Published author and recognised thought leader
→ TV and radio appearances on BBC, ITV, and BBC World News, Sky News, Ch4 and KMTV

If you want to learn more about how I built this, you can join my newsletter and receive a free video on “How to Get More Speaking Gigs from LinkedIn”:

→ GO HERE: http://www.zcsocialmedia.com/newsletter

If you want to explore 1-2-1 training or consultancy, visit my personal site:

→ GO HERE: http://www.zcsocialmedia.com

If you want to join the ZC Social Media Growth Academy:

→ GO HERE: http://www.zcsocialmediaacademy.com

If you want to join The Credibility Formula to gain confidence, get paid gigs, and become a thought leader, DM me.

Instagram: @zcairns
Facebook: ZoeCairnsUK
Twitter: @zoe_cairns
YouTube: @ZoeCairns

THEY ASKED ME TO PAY TO SPEAK. I SAID NO!

Over the last week, I’ve had a few speaking invitations land in my inbox. 

Which two did I turn down? One in London. One international. Both came back asking for a speaker fee… from me. 

And yes, I was shocked. 

But I’m also seeing this happen more and more across the industry.

Let’s be clear about something. 

Speaking is not a favour.
Speaking is preparation.

It’s experience built over the years.

It’s credibility, travel, delivery, and taking responsibility for the room you’re standing in front of.

I’ve spoken on stages in over 14 countries worldwide. 

I don’t say that to impress anyone, but to be very clear about this: I am a professional speaker, and I treat speaking as a profession.

When I’m presented with a speaking opportunity, I look at it in three very clear ways.

1. Paid speaking: This is where I’m hired for my expertise. 

I create a bespoke talk for that specific audience, based on their needs, their challenges, and their goals. That fee reflects my time, preparation and experience.

2. Unpaid speaking: On occasion, I’ll consider this, but only when it’s a strategic decision. 

Who is in the room is critical. Are they my ideal audience? 

If not, it’s a no. I also look at whether there are genuine opportunities to share my work, have meaningful one-to-one conversations, and build my list in a way that leads directly into my wider offers. 

Early in my career, back in 2011, I spoke anywhere I could. Now, I choose carefully.

3. Pay-to-speak: This is not something I do. 

I’ve invested years into building my knowledge, reputation and authority. I invest time into preparation and delivery, and I show up fully for every audience I speak to. 

Paying for the privilege to do that is not an option for me. It may suit some people right at the start of their journey, but even then, it’s worth pausing and asking what you’re really gaining.

If a speaking opportunity lands in your inbox, slow down before you reply. 

Ask questions. Who’s attending? What’s the outcome? What opportunities are actually on the table? Those answers will tell you very quickly whether it’s aligned or not.

You don’t have to say yes.
You don’t have to justify your experience.
You don’t have to fit someone else’s event model.

Know your worth.

Zoe Cairns

International Social Media Speaker and Trainer |Social Media Consultant | Social Media Strategist | BSc Hons

I’ve been working behind the scenes on something fun and exciting with Susie Warran-Smith CBE DL.

We’ve worked together and been good friends for over ten years now, which honestly feels mad when I think about it. We’ve had some brilliant times, plenty of laughs, and a lot of proper business conversations along the way.

What I really value about working with Susie is that she brings inspiration and seriousness in equal measure, and she’s very good at pushing me out of my comfort zone when I need it. Those are the best people to have around you.

When you combine Susie’s depth of business knowledge with all the AI, content creation and social media geeky stuff I share on here, something interesting starts to happen. And that’s exactly what’s been going on.

We’ve come up with something we’re genuinely excited about.

We can’t say much just yet, but on Tuesday at 10am we’ll be announcing our new thing. That’s all I’m saying for now.

What I can tell you is this. It’s happening in March. It’s in person. And we cannot wait to share it with you.

Watch this space 👀

I’ve had more messages about this than I expected…

Thank you to everyone who’s messaged saying they’re excited… and also to those of you trying very hard to get it out of me what this actually is! 

I promise I’m not being awkward, I just genuinely can’t say yet.

We’re launching it tomorrow.

What I can say is this. 

AI is a bit of a minefield for a lot of business owners. 

You’re already running a business, you’re trying to think about marketing, and then AI gets added into the mix and suddenly everything feels more complicated than it needs to be.

That’s exactly why we’ve been working on this.

So… tomorrow at 10am, we’ll finally be sharing it properly. 

I can’t wait to talk about it openly and show you what we’ve been building.

Nearly there 👀

p.s The photo of me and Susie was taken in 2015 at a cheese and wine night!

This looks exciting! Who else got one? 

Dragon Coworking I’m wondering if this is you behind the scenes 🫣

It’s live 👏 

Susie and I are finally sharing what we’ve been working on behind the scenes.

Over the last few weeks, I’ve talked a lot about the same things I keep hearing from business owners. 

AI feels confusing. Marketing feels messy.

And when you’re already running a business, it can all start to feel like a lot.

That’s exactly where this came from.

WTF to Ninja is a one-day, in-person working day in March. 

It’s for business owners who want things to feel clearer, simpler and more joined up. 

Not more tools. 

No more noise. 

Just better direction and a sensible way to approach AI and marketing.

This isn’t a sit-and-listen kind of day. It’s about working things through, making decisions and coming away knowing what to focus on next.

We’ve put a lot of thought into this, and I’m really glad we can finally share it properly.

All the details are now live here: https://lnkd.in/eth5vQva

P.S. If AI and marketing have been sitting in the “I know I should deal with this” box for a while, it’s definitely worth a look.

The easiest way to stop AI sounding like AI

If AI keeps giving you generic content, it’s rarely the tool.

It’s usually the prompt.

Strong prompts aren’t clever. They’re clear.

Here are five things that consistently improve the quality of what AI gives back.

→ Give it context. Tell AI who you are and what you do before you ask it to create anything. The clearer the role, the better the output.

→ Define who you’re speaking to. A post written for small business owners will sound very different to one written for marketers or corporates. AI needs that distinction upfront.

→ Be clear on the outcome. Are you educating, starting a conversation, building trust, or encouraging action? Without intent, the response will be vague.

→ Set tone boundaries. Explain how you write and how you don’t. This is where you remove the “AI voice” by being specific about language, structure, and style to avoid.

→ Reuse what works. Save your strongest prompts and refine them over time instead of starting from scratch every time.

That’s prompt engineering in practice.

Not complicated. Just intentional.

P.S. Come along to From WTF to Ninja on the 23rd March to learn how to give AI good prompts that get you better results, faster. https://lnkd.in/eth5vQva

Followers don’t equal revenue. Engagement does.

At this time of year, I’m having a lot of conversations about followers.

People are setting goals, watching creators with huge audiences, and assuming that more followers automatically means more money.

It doesn’t.

I’ve worked with creators and influencers with tens of thousands, even hundreds of thousands of followers, who openly say they’re not making any money from it. Their content is strong, the audience is there, but the conversion piece is missing.

I’d take 1,000 engaged followers over 100,000 passive ones every single time.

Here are three things I always encourage people to think about instead.

→ Look at the audience you already have

If even a small percentage of the people already following you took action, how different would your business look right now?

Growth doesn’t always come from chasing more people.

Often, it comes from serving the right people better.

→ Get clear on your core offering

One clear service or product will always outperform mixed messaging.

Different platforms attract different audiences, and your offering should reflect that.

For example, LinkedIn is where I focus on speaking, consultancy, and social media management. Instagram and Facebook are where I share my Growth Academy and digital products.

Same business.
Different audiences.
Different needs.

→ Be honest about why you want more followers

If it’s about awareness, credibility, or building a community, followers matter.

But if you want to sell a service, a product, or a book at some point, engagement matters far more than the number under your name.

An audience that trusts you, interacts with you, and takes action will always outperform a larger one that scrolls past.

It’s not about followers alone.
It’s about connection, relevance, and engagement.
That’s where real growth comes from.

Question for you:
Are you focusing more on growing your numbers this year, or strengthening the audience you already have?

If AI and marketing feel harder than they should, you’re not imagining it.

Most business owners I speak with aren’t against AI or marketing. They’re just trying to work out what actually matters and where to start, without adding more noise to their week.

That’s exactly what we’ve been working on behind the scenes.

I can’t share the details just yet, but it all goes live on Tuesday at 10am.

If this feels familiar, keep an eye out.

These are brilliant interviews Rachael Bryant and Ben Bryant I’m watching one per evening 😀

🎬 Be the Hero of Your Brand! | Video Podcasting Strategist | Helping Businesses Tell Their Story & Build Trust with their Audience | Keynote Speaker & Podcast Host 🎙️

Is AI helping your business… or just adding more noise?

There are so many AI tools popping up every week that it’s easy to jump from one to another, hoping the next one will be the answer. Most of the time, that’s where the overwhelm creeps in.

The issue usually isn’t the tool. It’s choosing tools before you’re clear on what you actually need.

Here’s how I suggest approaching it so AI works for you, not against you.

→ Spend a couple of weeks writing down what you actually do. Daily tasks, weekly tasks, the repetitive stuff, the things that drain time and energy. Once it’s on paper, highlight what could realistically be automated or supported by AI. This step alone brings focus.

→ Then start looking at tools. Brainstorm a short list based on those tasks, not on what’s trending. Ask peers what they’re using, get recommendations, and do your research so you understand what each tool is designed to do.

→ Trial out the tool. Map one clear task or workflow and test whether the tool can actually deliver the outcome you want. If it doesn’t fit, move on without guilt.

AI should simplify your work, not create another decision you have to manage every day.

P.S. This exact process is what we’re covering on From WTF to Ninja, a one-day, face-to-face event with me and Susie, focused on making AI practical, usable and aligned with how you actually work. 

Find out more here: https://lnkd.in/eth5vQva

No alternative text description for this image

I’m a little bit of everything, all rolled into one: I’m a b(rand w)itch, I’m a (culture) lover, I’m a child, I’m a mother. You know you wouldn’t want it any other way 😉

Please take a moment to think about how you can help support women, men and children affected by domestic abuse in Kent and Medway.

1) Grab a friend, and buy two tickets (it'll be less than £50 for a fun night out)

2) Share with some others who you think SHOULD be interested.

3) Get a group together to have a table all to yourselves - your sports group, mum's chat, old Uni mates, neighbours...book club...erm...anyone you know.

4) Ask your employers to book a table for a staff bonding sesh.

5) Invite your customers to a night out on you - to thank them for being lovely.

6) Just like and comment for reach!!!

You can choose any or all of these options, but please do AT LEAST ONE OF THEM.

You'll be helping some amazing people, offering support and life-saving help for those affected by domestic abuse in Kent and Medway.

Inspiring speakers, music, a raffle, the chance to put on your posh clothes AND hide behind a mask. What's not to like??

Link to purchase tickets in the comments below - please do what you can, but don't do nothing.

Oasis Domestic Abuse Service Katy L. Hollie Dowding Rebecca Foreman  Charlotte Budd Mark Brooks OBE Wendy Gannon 📸

taplio

Zoe Cairns's Linkedin Analytics

Zoe Cairns

Performance ScoreZoe Cairns's LinkedIn Performance

Zoe Cairns's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Zoe Cairns's Linkedin Analytics

Zoe Cairns

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Zoe Cairns's LinkedIn Performance

Zoe Cairns's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Zoe Cairns's Linkedin Analytics

Performance ScoreZoe Cairns's LinkedIn Performance

Zoe Cairns's Best Posts (last 30 days)