Nobody taught me social media strategy. I learned it the hard way — inside real businesses, with real budgets, and real consequences.
ABOUT
And honestly? I think that's why I'm good at it. I didn't learn theory first and apply it later. I learned by running campaigns for pubs and cafés where "the content didn't work" meant empty tables and a stressed owner. That teaches you things a certification never will.
The Social Dollhouse exists because I got tired of the gap between what social media advice sounds like online and what actually works when you're the one doing the job. This is the resource I wish I'd had when I was starting out.
I'm Isabella.
Five years ago, I was making coffees in a Dublin café when an opportunity at the marketing team. I asked my boss to give me a shot. He did. I had no formal training, no marketing degree, no portfolio — just a gut feeling that I could figure it out if someone let me try.
That turned into managing social media for some of Dublin's busiest hospitality venues — The Hole in the Wall, D One 5, Dash Café. I did everything: strategy, content, filming, editing, menu design, branding, event campaigns, influencer partnerships. I helped The Hole in the Wall get booked out months in advance through a Christmas content campaign.
Along the way, I noticed something. Most social media advice online was surface-level — it sounded smart but never explained why something worked. So I started pulling real data, running proper audits, building systems that held up when the algorithm shifted.
Now I'm building The Social Dollhouse — for social media managers and creators who want strategy that sticks. I want the freedom to work on my own terms, and I want to help other people get there too.
HOW I THINK
How I think about social media (and why it matters for you)
Everything I teach comes from managing real accounts for real businesses — places where the strategy had to work because rent was due and the boss was watching. I don't share theory. I share what I've tested, measured, and seen produce results firsthand.
Built in the trenches, not the classroom.
Data before decoration.
A beautiful feed means nothing if it's not reaching anyone. Every audit, template, and strategy I create starts with what the numbers actually say. I learned this the hard way: my best-looking content once got 5 views. My ugliest campaign booked out a pub for three months.
Generous by default.
The best stuff on this site is free. The blog is free. The frameworks are free. I started with nothing in this industry — no connections, no degree, no mentor. So I'm building the resource I wish someone had given me. If you want the done-for-you version, that's what the templates are for.
If you've read this far, you're my kind of person.
Here's where to start:
Get on the list
Early access to everything, plus the behind-the-scenes thinking I don't publish anywhere else.
Read the blog
Every strategy I know is published there, for free, in embarrassing detail.
Grab a template
The shortcut to looking polished without rebuilding everything from scratch.