Focus on the KPIs, OKRs or eyeballs on the page and you’re missing one simple fact; social media is a modern tool for something that’s centuries old. The very best social media knows who it is, why it’s there and who it’s speaking to; it has a clear story. Come along to hear some best and worst practices for how you can create and define your story, whether for a big brand, startup or personal channel.
Sarah Drinkwater is the head of Campus London. Previously, she led a global community team at Google, served as a social media consultant for household name brands and worked as a journalist.