This panel explored how large scale increases in social followings are achieved. The group compared the effectiveness of two differing social strategies: the use of performance metrics and audience data to inform social content, and following gut instinct to create posts that resonate with audiences.

Points of discussion and key takeaways included:

• The significance of insight teams; data without human analysis is useless.
• “Audiences” are comprised of people and must be communicated with on as a group of individuals.
• How Data helps to identify trends that you might not be able to see in individual posts through large scale aggregation.