Kingston, Jamaica — Caribbean entrepreneurs are sitting on a gold mine and scrolling past it every day, argues media futurist Dr Carol Wilson-Morgan in her new playbook, “Avalanche of Leads: Why You Should Use Social Media to Build Your Brand.”
While North American companies now budget social advertising alongside rent and payroll, Wilson-Morgan says too many regional operators still treat Instagram like a weekend scrapbook. “If your phone can stream 4K video, it can also sell your product at scale,” she insists. “What’s missing is a disciplined framework, not fancy equipment.”
From Random Posts to Revenue Pipelines
Wilson-Morgan lays out a simple, three-pillar blueprint that any corner shop or conglomerate can graft onto existing operations:
- Objective Alignment – Define the single commercial goal each platform must hit—whether it’s foot traffic, leads, or direct checkout.
- Governance – Assign who owns ideation, approvals, and crisis response, closing the door on rogue posts that dilute brand equity.
- Momentum Metrics – Track publishing rhythm and conversion data weekly; starve what stalls, scale what sells.
“Hope is not a metric,” she warns. “Unmeasured content is just noise.”
Classroom to Boardroom
Seeing a talent gap, the strategist is lobbying ministries and vocational institutes to embed social-commerce modules into curricula. The vision: graduates who walk into businesses already fluent in analytics dashboards and automated ad funnels. “They’re on the apps all day,” she notes. “Let’s equip them to turn that screen time into GDP.”
A Career of Firsts
Wilson-Morgan’s credibility stems from hard-won experience: shaping CVM Television’s early newsroom, steering the Caribbean Media Corporation’s CaribVision roll-out, and architecting the RJR Group’s 1Spot Media streaming pivot. Each chapter informed the 300-page manual now circulating among chambers of commerce from Belize to Barbados.
