Social Media in Maritime – The Shift in Social Strategy

In Episode 5 of the Social Media for Business podcast, host Rebecca Bridgen takes a moment to chat with Patrick Condy, founder of PKC Media, to discuss the evolution of social media in the maritime industry. With Patrick’s expertise in videography, photography, and content creation, this episode explores the strategic shifts maritime companies are making, the power of authentic storytelling, and the role of AI in social media marketing.

From GoPro to Global Maritime Content Creator

Patrick shares how an unexpected knee injury led him to swap sports coaching for photography and videography. His journey started with a simple GoPro and DSLR, capturing his friends sailing before landing a job with the Extreme Sailing Series, a global foiling catamaran circuit. This role took him to six countries in eight months, where he quickly learned the challenges and opportunities of filming on water.

“Filming on boats and on the water isn’t easy. I found it natural, but others struggle. That’s how I carved out a career, by specialising in something so niche.” – Patrick Condy

His specialism in maritime content has since evolved into PKC Media, helping maritime brands refine their social media presence with compelling visual storytelling.

Why Maritime Businesses Are Finally Taking Social Media Seriously

Both Rebecca and Patrick have noticed a surge in maritime companies investing in social media, particularly since the start of the year. What’s behind this shift? Patrick believes it comes down to cost-effectiveness and necessity:

“Times are tougher for everyone. Companies are questioning where their marketing budgets go. They’re realising they need to spend smarter, and that social media offers direct engagement with their audience, at a fraction of traditional marketing costs.”

In the past, maritime companies viewed social media as a “nice to have”, something bolted onto marketing rather than a core strategy. Now, they recognise it as their “interactive shopfront window”, the first point of contact for potential customers.

Social Media for B2B: It’s Still People Talking to People

Many maritime companies struggle to embrace B2B social media, fearing it’s too corporate to be engaging. But as Patrick explains, even in B2B, people buy from people:

“We’re still communicating with humans. Whether you’re selling offshore oil rigs or life jackets, your audience is still people. The key is to balance professionalism with personality.”

Rebecca adds that successful brands know who they are and maintain authenticity:

“You can’t communicate who you are if you don’t know yourself.”

The discussion highlights examples like Aldi’s witty social media presence and Greggs’ no-nonsense branding, showing how companies can engage audiences without losing credibility.

AI in Social Media Marketing: The Dirty Secret?

One of the hottest topics in this episode is AI’s role in content creation. Patrick and Rebecca agree: AI isn’t replacing marketers, but those who ignore it risk falling behind.

“AI isn’t going away. Some people hide the fact they use it, but the best marketers own it and learn to use it well.” – Patrick Condy

Rebecca points out that AI won’t kill creativity, instead, enables it:

“If you know how to use AI properly, it enhances creativity. The challenge is learning how to guide it.”

Patrick highlights how AI streamlines workflows, from drafting video scripts to summarising client brand guidelines. However, he warns against relying too much on automation:

“You still need human oversight. AI can organise your thoughts, but it can’t replace your brand’s voice and authenticity.”

The Importance of a Diverse Content Mix

Rebecca and Patrick discuss why businesses should blend high-end polished content with authentic, behind-the-scenes material:

“If all you post is perfectly polished content, it feels staged. But if you only post raw, unfiltered updates, you risk looking unprofessional. The magic is in the balance.” – Rebecca Bridgen

Patrick shares his own experience posting casual, real-time updates:

“The more authentic content you post, the more people connect with you. The brands doing it right don’t overthink it, they just get it out there.”

Final Advice for Maritime Brands

For maritime businesses looking to level up their social media marketing, Patrick offers this advice:

Know who you are. Before investing in marketing, define your brand identity. If you can’t explain what you do in a sentence, you have work to do. Make social media part of your core strategy. It’s not an add-on; it’s your essential shopfront window.

Don’t fear AI, use it wisely. It’s a powerful tool, but it still needs a human touch.Mix it up. Balance polished, professional content with real, engaging behind-the-scenes updates.

Where to Listen & Subscribe

You can listen to Episode 5 of the Social Media for Business podcast with Patrick Condy on:🎧 Spotify:

📺 YouTube:

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