Discover how to build a social first brand and move beyond traditional social media marketing in this episode featuring Tom Miner, author of "Social First Brand" and former head of global social media at Crocs. If you want to understand why simply broadcasting your message is no longer enough, and how brands need to fundamentally rethink their relationship with social platforms, this episode is packed with actionable insights for marketers, business leaders, and brand builders.

Tom Miner shares stories and practical advice drawn from his experience helping organizations turn casual scrollers into superfans. Reflection on legacy brands versus newcomers, leadership roles in driving social transformation, and key mistakes brands make when approaching social media channels are at the core of this discussion. Listeners will get a candid look at why most company mentions happen outside their own channels, and why engaging with the broader conversation—rather than just your own audience—is essential.

Tom Miner addresses hot topics like the role of AI and automation in social media, especially for organizations seeking fast solutions. Hear a balanced take: while technology can help with efficiency, it can’t replace the human element of building meaningful customer connections over time.

Whether you’re part of a legacy organization or a new startup, this episode offers a clear roadmap for rethinking your approach to social media and staying relevant in a constantly evolving digital landscape. Expect examples from both large and small companies, actionable steps for evolving your strategy, and a no-nonsense conversation about the realities brands face today.

If you’re looking for a smarter way to navigate digital branding, build loyal communities, and adapt your business culture for the future of social platforms, don’t miss this episode of The Digital Download.

Highlights - 

05:16 Social Media Marketing Evolution

11:01 Marketers' Challenges with Social Data

21:12 "Marketing Beyond Metrics"

31:33 "Modern Leadership and Social Strategy"

47:17 "Relationships Over Shortcuts"

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