What happens when a passion for digital innovation meets a commitment to empowering others? For Chris Morris and Rachel Hatfield, co-founders of ACT | The App Association member company Shoo Social Media, it’s more than building an average marketing agency; it means creating a hub for growth, mentorship, and lasting impact. They understand that social media is more than a box to tick; it’s a vital part of every successful business strategy. Their collaborative approach helps clients build authentic connections, grow brand awareness, and engage audiences through proven strategies rather than fleeting trends.
But their work doesn’t stop at business success. In 2016, they launched Shoo Academy, mentoring over 100 students and bridging the gap between academic learning and industry needs. Their dedication to community impact also led to the founding of Fashion Fiesta in 2017, a social enterprise empowering emerging creatives in the fashion industry through inclusive events and mentorship. Chris and Rachel’s journey is a testament to the power of combining innovation with purpose. We sat down with them for a Q&A to explore their entrepreneurial story, how Shoo Social Media continues to evolve, and how their mission to uplift others drives everything they do.
Q&A with Chris and Rachel
Q1: Shoo Social Media was founded on the belief that social media is essential to business success. What inspired you both to launch Shoo, and how did your backgrounds influence its mission?
Rachel Hatfield: My background is in events management, and I worked internationally, including a period in Sydney. During the 2008 financial crisis, I found myself at a career crossroads and discovered a passion for digital marketing. I was already an avid social media user, blogging and sharing industry news about the hotel sector where I worked. When I transitioned into business development within the meetings, incentives, conferences, and events (MICE) sector, I realised LinkedIn was a game-changer for building my career. Over time, I began helping small businesses grow online and saw firsthand how digital marketing could transform companies. This journey ultimately led to the founding of Shoo Social Media.
Chris Morris: I come from a background in sales and business development, and my first experience with social media for business was using email and online networking to generate leads and book appointments. Later, I became a teacher, which gave me experience in knowledge-sharing and communication, skills that became integral when we founded Shoo. I met Rachel around 2012, and we started exploring social media’s potential for businesses. By 2014, we decided to take the leap and launch Shoo Social Media. My expertise in sales and training complemented Rachel’s experience, and we quickly saw that businesses needed strategies to integrate social media into their sales process to drive measurable results.
Q2: Shoo is built on helping others succeed. What drives this passion, and how has it shaped Shoo’s mission?
Rachel Hatfield: Helping businesses has always been a passion of mine. Combining digital marketing, events management, and business development has given me a unique skill set, and I love using it to help businesses thrive. Seeing people succeed, hearing their appreciation, and witnessing their growth is incredibly rewarding.
Chris Morris: One of our core values at Shoo is ensuring others succeed. My teaching background naturally instilled in me a passion for mentoring and empowering people, which has extended to our clients and students. We believe in equipping businesses with the right tools and strategies so they can scale and achieve their goals. Our work isn’t just about marketing, it’s about creating opportunities for people to grow.
Q3: How has Shoo adapted its strategies to meet evolving digital marketing needs, particularly in cybersecurity, med tech, and health tech industries?
Chris Morris: Around 2016, as we began working with a diverse range of clients, we noticed a recurring issue: companies lacked proper security protocols for their social media accounts. Who had access? What happened when employees left? We quickly became aware of the risks, including hacking, phishing, and cyberattacks. This led us to focus on cybersecurity best practices. Over time, we began working with med tech, health tech, and cyber companies, developing B2B strategies to support their growth. We honed in on messaging, communication strategies, and compliance, ensuring they could leverage social media while maintaining security and scalability.
Q4: Shoo Academy has mentored over 100 students since its first participant in 2016. What inspired you to create Shoo Academy, and how has it grown?
Rachel Hatfield: The idea for Shoo Academy came from my time doing a master’s degree at Sheffield Hallam University. During a careers talk, I realised how valuable industry engagement was. Later, when Shoo was established, I reconnected with Leeds Beckett University and started mentoring students. At first, we hadn’t considered taking on work experience students, but we had the office space, and I remembered how tough it was to get into an industry without experience. Shoo Academy became our way of bridging that gap, giving students practical experience and a competitive edge in the job market.
Chris Morris: As Shoo grew, we organically took on students looking for work experience. Parents and students would approach us, and we saw the opportunity to provide real-world marketing projects. Our first intern was an international student from Spain, and we loved seeing their growth. Over time, we formalised the Shoo Academy, developing a 12-week structured program in collaboration with universities. Today, it equips students and young professionals with hands-on marketing skills, helping them confidently step into their careers.
Q5: In 2017, Shoo launched Fashion Fiesta to give back to charity. How did this event come about, and why is giving back important to Shoo?
Rachel Hatfield: I’ve always believed in giving back. Fashion Fiesta was born because I didn’t want to skydive for charity again! The inspiration came from a fashion show I attended in Edinburgh, where graduate designers showcased their work in a creative setting. I saw an opportunity to create a similar event to support emerging designers. Over the years, Fashion Fiesta has evolved into a Community Interest Company that nurtures creative talent. With AI’s growing influence, preserving natural creativity is more important than ever. Fashion Fiesta provides a safe space where creatives can express themselves and build their careers.
Chris Morris: I may not be into fashion, but I love the values behind Fashion Fiesta. Everything we do, Shoo, Shoo Academy, and Fashion Fiesta, centres around people, success, and community. We believe success is only possible when people work together, and Fashion Fiesta allows us to bring that philosophy to life.
Q6: What challenges have you faced while growing Shoo, and how has community feedback helped you evolve?
Chris Morris: Growing a business comes with challenges. In the early days, we had transferable skills but lacked experience in scaling, pricing, and strategy. We took on too many clients to stay afloat but quickly realised we needed to refine our approach. Seeking business coaching helped us create pricing strategies and categorise clients based on alignment with our values. This shift freed up time to develop initiatives like Shoo Academy and Fashion Fiesta while ensuring profitability.
Rachel Hatfield: Resilience and mindset are crucial. Entrepreneurship isn’t about overnight success, it’s about brand-building, networking, and persistence. Some days are tough, but when you love what you do, it doesn’t always feel like work.
Q7: What upcoming projects or initiatives are keeping Shoo creative and innovative?
Rachel Hatfield: Fashion Fiesta is our next big event on March 7th, 2025. We’re working with students and graduates to give them real-world marketing experience. We’re also piloting AI for Creatives, a mentorship program to help the creative sector embrace AI for productivity and business growth.
Chris Morris: I’m focused on exploring AI’s role in marketing. Attending events like London Tech Week and the UK App Economy Conference will help us integrate AI into Shoo Academy and support neurodivergent creatives in their careers. AI is a game-changer, and we want to be at the forefront of its use in marketing.
Q8: What advice would you give to entrepreneurs and small business owners looking to build impactful brands?
Chris Morris: Think long-term. Many entrepreneurs focus on short-term gains, but having a clear vision and an exit strategy allows you to navigate challenges more effectively. Surround yourself with the right people, don’t be afraid to outsource tasks outside your expertise. Build a team that aligns with your values and vision for sustained success.
Rachel Hatfield: Personal branding is key, especially if you’re naturally introverted. I had to work on developing my confidence in public speaking and mentoring. If you struggle with visibility, personal branding coaching can make a huge difference. Also, stay resilient. Business has ups and downs, but reframing your mindset helps you adapt and grow.