In episode three of season two of the Agri-Food Comms Cast, Catherine Linch unpicks how businesses and communications professionals can best go about navigating through the ever-growing social media landscape.

Clubhouse, the new and exclusive social media app based on audio chat, is rapidly gaining traction. And with podcasts also increasing in popularity, where is time best spent and invested as a brand?

In conversation with Catherine Linch in this episode is:

· Alison Teare, marketing director, mentor, trainer and podcaster at Simply Marketing

· James Sopp, former BBC post-production specialist turned digital and social media marketer at Buzzin Digital

· Russell Goldsmith, founder of Audere Communications and host of the csuite podcast

The exclusivity of an invite-only membership to Clubhouse is enticing and the functionality to create and join clubs, such as The Agriculturalists, and rooms within them, provide the opportunity to make new connections.

But, currently, Clubhouse is unavailable to Android users and there are no analytics to assess its engagement. Plus, the expectation to join live conversations can be limiting to those working in the agri-food sector that are time-poor.

On the other hand, interviews for podcasts can be arranged ahead of time and episodes are available to listen to on-demand via a multitude of platforms and devices. Therefore, podcasts are more widely accessible and inclusive to all audiences.

Whether the medium of choice is Clubhouse or podcasts, the direction of travel for brand communications appears to be audio for content generation in the post-Covid era.

The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk