Consumers are publishing their brand experiences on social media. Most organisations remain disconnected from the conversation.
That's the gap Katy Howell – CEO of Immediate Future – is watching widen first-hand. And with AI search now indexing every unresolved complaint into brand queries, the cost of that blind spot has become permanent and public.
Here, she presents a direct challenge to how leadership teams think about social: not as a channel, but as an organisational capability that increasingly defines how trust is built, tested, and sustained across the entire customer journey.
Key themes:
- The misalignment at the heart of social strategies (and what a joined-up alternative looks like)
- Why unstructured social data is an underleveraged source of competitive intelligence
- Why the next three to five years will reward organisational adaptability over structural efficiency
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