{"id":8714,"date":"2025-06-17T01:49:37","date_gmt":"2025-06-17T05:49:37","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/06\/17\/starting-smarter-with-social\/"},"modified":"2025-06-17T17:13:43","modified_gmt":"2025-06-17T21:13:43","slug":"starting-smarter-with-social","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/starting-smarter-with-social\/8714\/","title":{"rendered":"Starting Smarter With Social"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Ric Hayes, Group Strategy Director, <\/em><a href=\"https:\/\/www.socialchain.com\/\"><em>SocialChain<\/em><\/a><\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why rethinking where you start can transform where you end up<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Every brand needs a reset moment from time to time. This reset needs to be more adaptive, more audience-led, and more culturally in tune. And this can only mean one thing: starting on social. The most dynamic, data-rich, and creatively demanding space there is.\u00a0It\u2019s not about wiping the brand planning slate clean but changing where we start.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Start somewhere different: why social belongs at the centre<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Too many marketing plans still treat social as the last step. The place where an idea gets \u201ccut down\u201d and \u201crolled out.\u201d It\u2019s backwards, not just because by the time a campaign hits feeds, the scroll has moved on, but because\u00a0Social isn\u2019t really a marketing channel; it\u2019s a context in which people live. It\u2019s where people go to be entertained. It\u2019s where they decide what matters, who to trust, and what to buy. And it reaches billions of people every day shaping habits, sparking culture, and driving choices. So, brand planning should start from where people already are which leads to communication that\u2019s more relevant, more contextual, and more likely to land.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A social-first strategy flips the process. It starts where your audience is already living. It designs with scale, relevance and participation in mind and not as a channel. Not as a bolt-on. But as the foundation of how brands are built, communicated, and grown.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Build for insight, not just output<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Social thrives on conversation. It\u2019s not just about talking at audiences it\u2019s about hearing from them. People ask questions, leave comments, share opinions. And smart brands listen. When social is your starting point, strategy becomes informed by rich, relevant audience information and data. You see what people care about, how they express themselves, and where your brand fits in.\u00a0It tells you what your audience cares about in real time. It surfaces new behaviours, emerging tensions, untapped desires. These are the signals that should drive strategy from brand positioning to product development. Planning from social means you don\u2019t have to wait six months and a focus group to find out if something has potential. You\u2019ll know by lunchtime.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>More effective creative<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Social-first strategy means developing work for the most competitive creative environment. In a feed, your brand doesn\u2019t just compete with other brands, it competes with everything. Friends, memes, news, creators, culture. And it never stops. It\u2019s always-on. That means commercial creativity needs to be just as engaging, and just as native to the space it lives in.\u00a0It means thinking in franchises, formats and creating IP not just \u201cbig campaign ideas\u201d that buy their way in.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To help us win, social gives us something other channels can\u2019t: live interactive feedback in real time. It\u2019s a data-rich, always-on environment that doesn\u2019t just show us what worked, it shows us what\u2019s working. That means the job doesn\u2019t finish when creative is published. That\u2019s when it really begins.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, social first planning means running test-and-learn roadmaps, not pre-set, inflexible rollouts. And it means valuing data not just as a reporting tool, but as a creative driver.\u00a0If people aren\u2019t engaging? Pivot. If a format is flying? Scale it. It is the speed and agility of social that enable the type of creativity that keep brands relevant while building trust and credibility with audiences in a dynamic world.\u00a0Every post, comment, creator collab, and community reply becomes part of a strategic feedback loop.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Culture moves here. your brand should too.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">More and more people are now discovering brands and products through social because its visual, intuitive, and up to date. That gives brands a powerful opportunity to be found in the moments that matter. But more than that, social shapes what people care about. That makes it the most powerful cultural engine in modern life. For brands, that matters. Because relevance isn\u2019t something you declare, it\u2019s something you earn. By starting with social, brands can stay closer to emerging mindsets, mirror the mood of their communities, and move in step with the culture they want to be part of.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And when it comes to creators? They\u2019re not the cherry on top. They\u2019re the catalyst. Embedded early, aligned properly, creators offer access to communities, credibility with audiences, and ideas you can\u2019t fake from the outside.\u00a0But for them to land, they need to be baked into strategy from the start, not briefed in as a media line item once the creative is finalised.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Distinct. scaled. measurable. future-fit.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The best social strategies don\u2019t just look good in the feed. They deliver for brands and businesses<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So ask yourself:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Is your brand&nbsp;<strong>distinct<\/strong>&nbsp;in social?<\/li>\r\n \t<li>Are you reaching enough people to&nbsp;<strong>matter<\/strong>?<\/li>\r\n \t<li>Can you link your social performance to&nbsp;<strong>impact<\/strong>?<\/li>\r\n \t<li>Do you know what to&nbsp;<strong>improve<\/strong>&nbsp;while it&rsquo;s live &mdash; not after it&rsquo;s over?<\/li>\r\n \t<li>Are you using social to&nbsp;<strong>innovate<\/strong>, or just maintain?<\/li>\r\n<\/ul>\r\n<h2 class=\"wp-block-heading\"><strong>Don&rsquo;t follow the feed. lead it.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Your social presense, the signals, stories, platforms, and people that link you to your audience, is your commercial advantage. But only if you build it intentionally. So, in a world where discovery, influence and purchase all start in social, why would you build your brand from anywhere else?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your social presense, the signals, stories, platforms, and people that link you to your audience, is your commercial advantage. But only if you build it intentionally.<\/p>\n","protected":false},"author":7,"featured_media":8715,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8714","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Starting Smarter With Social | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/starting-smarter-with-social\/8714\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Starting Smarter With Social\" \/>\n<meta property=\"og:description\" content=\"Your social presense, the signals, stories, platforms, and people that link you to your audience, is your commercial advantage. 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