Our Co-founder & Group MD, Kate Ross, recently published a thought-provoking piece in Creative Brief tackling the ugly truth about social media—bots, doom-scrolling, misinformation, and the increasingly artificial nature of online engagement.
According to Kate, the internet today feels more manipulated than meaningful. The 2024 Imperva Threat Research Report revealed that nearly 50% of all internet traffic is automated, while platforms like Medium see almost half their content potentially generated by AI. With algorithms prioritizing engagement at any cost, authentic interaction is dwindling.
Yet, for brands, social media is still a necessity. The question isn’t whether to be there—it’s how to adapt. Kate outlines a straightforward approach: evolve, don’t abandon.
Three Strategies for Reclaiming Social Media
Build Communities, Not Just Content
Instead of blasting messages into the void, smart brands are cultivating dedicated communities. For example, Sandals Resorts actively engaged with over 420,000 members across 21 Facebook Groups, generating positive engagement and growing membership by 17,000 in just ten weeks.
Co-Create, Don’t Dictate
Brands like EA are turning critics into collaborators. Their Battlefield Labs community allows fans to shape the gaming experience, transforming detractors into advocates by inviting them into the creative process.
Leverage Advocacy Over Influence
Authenticity beats polished ads. Brands like Sandals Resorts are empowering employees and loyal customers to share real experiences through initiatives like WAVE for Sandals. It’s all about fostering genuine connections rather than feeding algorithms.
The Takeaway
As Kate puts it, social media might be a mess, but it’s still a critical space for brands. The platforms won’t fix themselves, but companies can still thrive by focusing on passion, participation, and advocacy. It’s not about abandoning social—it’s about reshaping it for the better.
Read the full article here.
