Social media promised a gold rush, but many brands are still digging in the wrong place. Today, cultural relevance matters more than media budget. FSC’s new white paper, The Power of Social, provides a roadmap for brands to harness social’s extraordinary promise, without falling victim to its equally extraordinary perils.

From the network of support to the steadying sense of identity, being part of a tribe goes a long way to offset the turbulence-as-usual that now defines our lives. New research from an FSC white paper shows that leveraging this power of community has become the critical factor for brands to build customer loyalty and business growth.

To create a successful brand community delivering on your desired KPIs, consumer psychology lecturer, Chief Behavioural Officer and Founder Kate Nightingale says you must adopt a human-centric approach.