Meet Abi Sivanesan

We're excited to spotlight how social media managers in the agency industry find social media inspiration — we spoke with Abi Sivanesan from Spark Social, to explore what future social trend excites her the most, tips to be a successful manager and more.

Tell us a bit about yourself:

My name is Abi Sivanesan. I gained a bachelor’s degree in Criminology from the University of Toronto before finetuning my analytical and communication skills during a master’s degree in Educational Leadership and Policy. Alongside my studies, I jumped into the digital space by starting a lifestyle blog, which provided me with hands-on experience with content creation, marketing and figuring out the ins and outs of social media analytics. From being an intern at a major publishing house to leading as a Senior Account Manager at Spark Social, I’ve navigated through roles, learning and growing with each opportunity. Working with a mix of clients in all kinds of fields has been the real highlight of my career so far — it’s all about those varied experiences and the exciting challenges they bring. 

What do you love about working in social? 

There is something magical about the power of connection in social media. It’s not just about posting content; it’s about sparking conversations and building a genuine community. Plus, the creative aspect is a cherry on top! Getting to craft something new and exciting every day keeps the work exciting and inspires me every day. 

How do you stay on top of social trends? 

I am actively engaging with the industry’s online community and following influential thought leaders to stay on top of industry-led discussions. I also find it important to regularly monitor social media analytics to stay ahead of emerging trends, evolving audience interests and platform updates.

What social campaign are you most proud of from your time with Spark Social? 

My professional highlight reel definitely features our campaign for Suvoda’s 10th anniversary. Starting from scratch with a new client always presents a mix of challenge and opportunity. We worked hard to understand their target audience better, learned quickly and launched a campaign that not only celebrated a decade of Suvoda, but also expanded their audience dramatically. It was the kind of project that makes you look back and feel very proud.

Image credit: @sparksocialagency

"There is something magical about the power of connection in social media. It’s not just about posting content; it’s about sparking conversations and building a genuine community. Plus, the creative aspect is a cherry on top! Getting to craft something new and exciting every day keeps the work exciting and inspires me every day."

Abi Sivanesan

Social Media Manager at Spark Social

Top tips on how to be a successful social media manager? 

  1. Understand your audience — knowing your audience’s demographics, interests, behaviors and preferences will allow you to create content that resonates and anticipate trends, topics and content formats that will capture their attention.
  2. Embrace creativity and authenticity to distinguish your client and their content in a crowded social media world. While creativity enables you to experiment with your content and storytelling techniques, authenticity helps you build genuine connections with your audience, fostering brand loyalty.
  3. Always analyze data and metrics to understand what is working and what’s not. This understanding enables you to refine your strategies to optimize performance and adjust based on campaign-specific KPIs. 

What future social trend or feature excites you most?

I am excited to see the impact of Instagram’s new ‘flipside’ feature. This innovation promises to reveal a more authentic facet of creators’ lives through an almost ‘alternative’ Instagram profile. The potential it holds for diverse and genuine content is brilliant, and I look forward to seeing the varied and creative ways creators will embrace the feature.  

What is your favorite Dash Hudson feature? 

Given that social media is currently very video-forward, the entertainment score outlining the most engaging Reels published during the reporting period compared to the average is useful and helps fire up my creativity!

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