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Jeffrey Rufino

By Jeffrey Rufino

Jeff ‘Social Media Guy’ Rufino, 28, is quietly making a name for himself in the Cairns Social media scene, amassing a quite respectable 2,995 likers for his Facebook page, Cairns Local Marketing. Here he tells us what drives him, what he digs about social media and how it can help businesses in the Far North.


I’ve been involved in e-commerce since 2007, when I worked to increase traffic for Native American artwork supplier

Social media wasn’t really a big thing back then, but in 2010 I helped establish the  social media presence and I was hooked. This lead to the eventual establishment of Cairns Local Marketing and a range of new clients, including local indigenous artist Robert Levi, for whom we helped gather over 100,000 Facebook fans.


I want Cairns Local Marketing to help boost the local economy. I know that’s a bold statement but I think we really can help local businesses.

If 15 years ago small businesses had little means with which to compete with larger businesses, today social media provides an opportunity for any business to capture an audience if they provide quality content.


People don’t like being sold to so my approach to social media isn’t to sell people straight away. My advice to my clients is to motivate, inspire and have a conversation with their potential customers before any suggestion of a product or service. It’s about creating valuable, lifetime customers.


Genesis Fitness is one the best practitioners of this philosophy in the Far North. They’re constantly posting relevant content that motivate their clients towards achieving their fitness goals.

I believe awarding users for regularly engaging with your brand is critical to social media success.


Cairns Square Dental is a local company that’s using Facebook particularly well to engage with its growing list of fans and customers.

They use humour and post interesting, shareable facts about teeth to their community. One notable post was “a snail’s mouth is no larger than the head of a pin but can contain over 25,000 teeth … WOW!” Those kinds of posts can help to cut through the marketing clutter.


About the Author, Jeffrey Rufino

My life work is focused on content strategy and Facebook advertising campaigns to make the internet work for businesses. In my role as a social media manager, I incorporate human psychology, copy-writing and business strategies to produce return on investment for clients. I’m results and project driven.

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