FEATURE: Digital Campaigns Manager Dana Jacob shares practical ways to balance your Personal brand and Corporate identity on social media


Whether it’s conversational or controversial, we all need a personal brand to build an online community by being genuine and having authentic engagement on social media. Our guest feature, Dana Jacob will be chatting to us about personal branding and sharing her career journey with us.

 Thank you for chatting with us Dana. For our readers please share what do you do in the digital and social media industry?

I’m a Digital Campaigns Manager, overseeing Digital Marketing Strategy, Social Media and Video for the brand.

Can you tell us a little about your role….

I am currently working for SYSPRO, a Global ERP Software company. My role at SYSPRO, is to create digital, social media and video strategies and campaigns for the brand. This includes developing, executing and optimizing digital and social media campaigns. In a nutshell, it’s content creation for the SYSPRO brand on all digital platforms.,

“My mission is to innovate and inspire using storytelling, digital media, technology and engaging content.”

-Dana Jacob

How did you get into social media?

Throughout my career I worked as a Creative Director, Art Director, Graphic Designer, Copywriter, Scriptwriter, Conceptual Artist, Video/Film Director, Producer and Marketing/Brand Strategist. These experiences have given me a deep understanding of branding, marketing, digital platforms and technology, interactive experiences and advertising. 

My story starts off with me being an artist and designer. I made artwork for interiors, exteriors, buildings, billboard design and casino interiors – the well-known Monte Casino interior being my claim to fame. I moved into design and a below the line agency. I fell in love with graphic design and advertising, creating designs and ads for a multitude of acclaimed and renowned brands. Some of the brands I worked on: Coca-Cola, Renew, SelfMed, Cliffe Dekker Hofmeyr, Kellogg’s, Beacon, Energade, Jagermeister, Dettol, Maynards and more.

After many years in this field I changed my career path to film and TV after finding my true passion in the film and TV industry.

I made my first short film (that won many awards) and became hooked on film making. I was able to thrive and do what I truly love, which is creating reality TV shows, TV commercials, short films and music videos. Most recently, Iscripted for Hollywood actor Michael Jai White for the top rated Mixed Martial Arts reality TV Show “Last Fighter Standing” and was Assistant Director on the show.

Digital and social media had always been a part of my journey and the content I had created was already being published in this way so the move into the digital and social media space was organic. The methodologies when creating content for this space are the same, it’s just a matter of packaging and executing it for different platforms and using new technologies to adapt and optimize your creativity and concepts.

Do you believe having personal branding is a must in the social media space, and why?   

Absolutely. Personal branding is essential in today’s digital world.

Social media is the first place where people look to find out anything about you, whether it’s on a professional level, or a personal level. We’ve all done the online ‘stalk’ upon first meeting someone, or even before meeting them in person. From a professional perspective, employers and recruiters can not only scour through personal profiles to look at skills, education and career history but also get an idea about a person’s uniqueness, their ideology, soft skills, values and other social matters that the world is facing.

Personal branding plays a crucial role in how you want to present yourself to the world and can give you an edge in standing out amongst thousands of job applicants if you’re on the market or as a thought leader and knowledgeable influencer within your industry.

“I recently achieved a global certification, a Postgrad in Digital Marketing with Distinction from the acclaimed Digital Marketing Institute in Dublin, which complements my Distinction from top US institution, Columbia Business School, where I completed the Executive Course: Digital Strategies for Business: Leading the Next-Generation Enterprise.”

View this post on Instagram

A post shared by Dana Jacob (@thedon_andonly)z

Defining your personal brand gives you credibility, raises your profile and allows you to create the best possible impression in the minds of others. On social media, you have the power to influence perceptions, simply by building your personal brand. Personal branding is an extension of who you are and what you stand for and can help you to meet the objectives and goals you have set out for yourself. It really opens up a plethora of opportunities.

Which strategies do you recommend for managing your personal branding and sharing your own views on social media topics, especially when it can be controversial?

The great thing about social media is that you do have the freedom to share your views, which is an aspect of your personal brand so that you can showcase your personality, values and thought leadership. However, it can get tricky if those topics are controversial in a negative way. For instance, anything that could be offensive, derogatory, or defamatory to any person or group of people. You don’t want to alienate your audience or worse, get blocked or reported. A good strategy is to continuously be conscious and selective when choosing what you share.

If you doubt it, don’t share it.

So far, who have been the best online personal brands you have seen in South Africa? 

I really love Emma Sadlier’s online brand. She’s an expert on social media law. I feel that’s she’s built her brand so well that if I need any knowledge or advice about anything to do with this field, she’s the first person I would connect with. I also love Bonang Matheba’s online brand. She’s a powerhouse when it comes to online presence and personality. I love how she integrates her entrepreneurial ventures on Instagram, you get such a great feel of her aura. And I love following her fashion choices 😊


As Digital Campaigns Manager, how do you balance your personal brand and corporate identity?  Do you feel there is an overlap in the two?  

There has become an overlap of personal and career orientated content because after all, social media is a space where you can show a bit more personality and individual flare. Even brands and corporates have become more human in that way.


It’s always important to think about which platform best suits different content. There has been an overlap on platforms like LinkedIn for example, where you can be professional and corporate but still be human with authenticity, vision and ideas. However, you may want to choose to save those bikini photos for your Instagram account.


Follow Dana Jacob on 

Leave a Reply