Sussex Exclusive catches up with Michelle Betts, Founder of ByJove Media to talk about her illustrious career and her latest venture in to fiction, Smoke and Mirrors.
What’s your backstory? Why did you venture into being a social media specialist?
I was working for an independent family-run firm when I was asked to “faff about with the social media” as the platforms were starting to take off. That was the brief and I loved it. I could see the potential immediately. I took ownership of the platforms, built up the brand’s presence, and started winning awards for the social media. From there, people began approaching me for training. I realised I didn’t just love doing it, I was good at it. That’s where ByJove Media began.
Where does the biggest demand for your services come from?
I work with a wide range of small businesses, sole traders, and organisations, providing consultancy and management services. My Power Hours are always popular as people want bespoke help. I run training courses, including those in partnership with Horsham District Council, designed to give practical, usable advice to businesses wanting to manage their own social media better.
What are businesses looking for when they engage you?
They want a plan that makes sense. Most of the time, clients come to me feeling like they’re throwing content out there, hoping it sticks. They’re looking for strategy, consistency and someone to help them make their social media work for the business. And they want content that sounds like them, not robotic or overly polished. That’s one of my strengths. I really listen, get under the hood of the business, and create content that feels real.
For the small business owner, is there any DIY magic formula for social media success?
There’s no magic button, but there are a few golden rules. Know who you’re talking to. Be consistent. Keep it simple and repeat your key messages often. Choose one or two platforms you can manage well, rather than trying to be everywhere. And remember that social media should work for you, not become another source of stress!
What are the biggest mistakes you see small business owners make on social media?
Forgetting that the “social” part matters just as much as the “media”. Social media is all about people. Building relationships, creating conversation, and showing up in a way that feels human. The algorithm plays a role, but if your content doesn’t connect with people, it won’t perform. The biggest mistake is trying to broadcast instead of engage.
With so many channels, which ones do you advise a business owner focuses attention on?
I always say to go where your audience actually is, and where you feel comfortable showing up. For small businesses, that’s often Facebook and Instagram. If you’re in a B2B space, LinkedIn can be incredibly effective. TikTok has potential, but only if it fits the brand and capacity. What matters is doing one or two platforms well, rather than spreading yourself too thin. It’s not about being everywhere. It’s about being consistent and clear where it counts.
You have twice been to a conference in America. What’s that all about?
I’ve been to Social Media Marketing World in San Diego twice now, and I’m booked for next year in LA! It’s a chance to immerse myself in what’s happening globally, to hear directly from leaders in the industry, and to bring that knowledge back to my clients. I believe in staying ahead of the curve, not reacting after the fact. For me, it’s about learning what’s next, so I can give my clients the very best support and insight. I don’t believe in coasting. If I’m advising people, I want to be up to date.
You’ve written your first book but not about social media. Please tell all!
It’s called Smoke and Mirrors and I published it under my pen name, Michelle Plater. It’s a romantic drama with a slow-burn emotional arc, centred around connection, identity and trust. One of the characters actually works in social media, which was fun to write because I could pull from experience. Another is a celebrity, which also draws on work I’ve done in that world. Writing was something I started for myself, but it’s grown into something bigger than I expected, and I’m really proud of it.
What do you look for when deciding to work with a client—or not?
I want to work with people whose values align with mine. I’m looking for integrity and a genuine commitment to their business and audience. I work best when I feel there’s mutual respect and room for collaboration. I don’t take on projects where I know I won’t be the right fit, because the goal is always to create work that delivers real value for the client.
What does the future hold for Michelle? More writing or expanding your business?
A bit of both. ByJove Media continues to grow, especially on the training and consultancy side, and I’m always exploring new ways to support clients in a way that feels practical and human. At the same time, I’m working on my second novel and have a few more books in the pipeline, including the sequel to Smoke and Mirrors. Whether I’m writing strategy or fiction, it all centres around helping people connect, and that’s something I’ll always keep doing.
Michelle will be one of the speakers at the Brilliant and Bold Conference. You can find out more about Michelle at: www.byjovemedia.co.uk
You can find out more about Brilliant and Bold, and the people and charities behind it:
Architectural Plants: Bold, Brilliant & Socially Responsible
Moonstones: A Sussex Charity for Victims of Domestic Violence
