Brands still need to be noticed, easy to buy and emotionally relevant. What has shifted is the collective’s role in driving value and growth, writes SocialChain’s group strategy director.

True social-first thinking means re-engineering how strategy moves, how creative is made, and how performance is measured. SocialChain’s group strategy director explains.

Marketers and agencies see social through the lens of “advertising”. But it stops advertisers from being part of the broader conversation around social media’s impact, SocialChain’s group strategy director writes.

There’s a big difference between being relevant to people and personalizing your communication, writes SocialChain’s group strategy director.