AI, authenticity, and digital detox — Kerry Watkins on Social for Good

Social for Good founder, Kerry Watkins, joins Master Data Storyteller, Sam Knowles, to talk charity communications, nonprofit social media strategy, and building authentic engagement on LinkedIn. They cover why relying solely on a company page limits reach ("LinkedIn particularly wants people to network with other people"), how to swap broadcast posting for proactive engagement and relationship metrics, and why "people want to see real people".

Kerry explains what AI is changing in social media - automatic targeting that often outperforms manual audiences, internal tools for accessibility alt-text and brand voice (GPT) - and where AI undermines trust when captions feel "too ChatGPT." We also dive into 24/six, Kerry's digital wellbeing project: digital detox experiences, learning to "sit with that uncomfortableness", and the "sparkly brain" that follows time off-grid.

If you work in non-profit marketing, charity comms, or purpose-driven social, this episode is packed with LinkedIn strategy, engagement measurement, AI in social media, and digital wellbeing insights you can use immediately.

Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com

Resources and links

• Social for Good - https://www.socialforgood.co.uk
  
  

• The Social for Good Accelerator for charities and purpose-led organisations – https://www.socialforgood.co.uk/accelerator
  
  

• Kerry's LinkedIn profile - https://www.linkedin.com/in/kerry-watkins/
  
  

• 24/six, Kerry's "side hustle" – https://www.24six.co.uk
  
  

• Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com