Changing it up and finding your groove

In the past, say, five to ten years, brands strived to grow their online communities as fast as they possibly could, often to their own detriment. It wasn't altogether obvious back then that the size of a community shouldn’t be the primary metric by which success within the social media sphere should be measured.

I often wonder if I’m addicted to social media, and I’m sure I’m not the only one. Social networking addiction is a phrase sometimes used to refer to someone spending too much time using Facebook, Twitter and other forms of social media – so much so that it interferes with other aspects of daily life.

One of my favourite stand-out talks in recent years was from Gordon Cook, co-founder of Vega School. He asked us by a show of hands—a room full of agency folks—who were the creatives? The designers and copywriters, feeling smug (myself included), lifted our hands.