Social media is no longer a question of presence. It is a question of performance.
It shapes perception, drives conversion, and builds long-term brand equity in real time. It is the most agile, responsive and data-rich touchpoint most organisations have; yet in many boardrooms, it still sits on the periphery of business conversations. Too often, it is boxed into marketing, driven by output, and measured by surface metrics.
The gap between what social can do and how it’s being used is costing brands growth.
From content to configuration
Most brands do not have a content problem. They have a configuration problem.
Too often, social is brought in after strategic decisions have b
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