Sophia Kenvold is head of social at TBWA/Raad
Social media is not a box to be ticked, a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service and the entire company.
Unfortunately many don’t see it that way, which is why the networks have become a junkyard for poor content and creativity. But don’t we owe it to ourselves, our industry and the brands we promise to strengthen to change that?
Social media should be viewed as a gift to brands that are looking to forge deeper and more meaningful connections with their target audiences.
Although social media was not created to help brands sell their goods or services, net
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