From policing the streets to policing social media, James Armstrong has seen the best and worst of online behaviour!

In this episode of The Engaging Marketeer, Darren Jamieson speaks to the co-founder of Social Firefly about his journey from Sussex Police to running a social media agency.

James shares what it was like managing social media for the police, dealing with trolls, using platforms like Snapchat to reach young people and helping communities through sensitive situations. He also explains what businesses can learn from public sector comms, why followers aren’t the metric to obsess over and how to create content people actually want to engage with.

If your social media feels like shouting into the void, this episode is packed with honest stories, practical advice and plenty of laughs.

More About James

James Armstrong is the co-founder of Social Firefly, a social media agency that helps organisations build stronger relationships with their audiences through meaningful, human-focused content. Before launching the business, James spent ten years with Sussex Police, where he progressed from Police Community Support Officer to digital communications manager, leading social media and public engagement across the force.

His background in policing gave him first-hand experience of community management, reputational risk, public sector communications and high-pressure messaging. He worked on campaigns covering issues such as child sexual exploitation, public safety and emergency response, including social media communications around the Shoreham air crash.

Today, James brings that experience into his work with businesses, charities and public sector organisations, helping them use social media as a genuine conversation tool rather than a broadcast channel. Through Social Firefly, he has worked with a wide range of clients, including local authorities, charities, cultural organisations and commercial brands. He has also spoken at events including BrightonSEO and CharityComms, sharing his expertise on social media strategy, paid social and audience engagement.

You can connect with James here:

Website: https://socialfirefly.co.uk/

LinkedIn: https://uk.linkedin.com/in/jjfarmstrong

Facebook: https://www.facebook.com/SoFirefly

Instagram: https://www.instagram.com/jjfarmstrong/

X: https://x.com/So_Firefly

About your host:

Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.

iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837

LinkedIn: https://www.linkedin.com/in/darrenjamieson/

Engaging Marketeer: https://engagingmarketeer.com

Engage Web: https://www.engageweb.co.uk