Social is becoming the oil in the engine

Over the last 2 years there has been a noticeable shift in our client base at immediate future. No longer are we just working alongside PR or marketing folk – something that is nicely expressed in the infographic below.

Social isn’t simply an extension of a marketing campaign.  It’s become integral to the way the business does business across multiple functions. It’s become the oil in the machine.

As you can see below, customer experience and employee collaboration are becoming important areas for social. We often find ourselves talking to customer service directors or even customer experience directors. What is clear is social media is helping to define the relationship between the organisation and the customer base as a channel for service and support.

And thankfully, businesses are waking up to the immense power of social data – the real-time interaction between consumers and consumers and consumers and brands is providing large amounts of insight.

Latest Posts

The social media landscape has undergone another seismic shift, and brands that fail to recognise the growing trust gap between marketers and consumers risk being left behind – that’s according to Brandwatch’s 2026 State of Social report. Analysing 910 million online mentions, Brandwatch has found that brands…
Read More
Make social the engine room of growth I’m thrilled budgets are shifting to social; I’m less thrilled by the pressure on lean teams. The board isn’t being awkward, they’re being rational. They want growth. If social now commands a bigger slice of spend, the plumbing must match the promise.
Read More
TikTok has just announced the latest round of creators and organisations taking part in its “Change Makers” programme – and if you’re into content that actually makes a difference, this is something worth knowing about. At its core, the Change Makers programme is all…
Read More