Social's New Job: From Brand Discovery to Loyalty

In this episode of Shift Happens, host Nasser Sahlool is joined by Jessi Wood, Senior Content Strategist at DAC, to explore how social media’s role has evolved from a top-of-funnel awareness channel to a core driver of brand connection and loyalty.

They unpack how the shift from broadcast to relationship-building is changing the way brands show up on social, why consistency and clarity matter more than chasing trends, and how leading brands build ecosystems of content that foster familiarity, trust, and participation. From user-generated content and creator partnerships to the role of paid amplification, they break down how organic and paid work together to move beyond visibility and toward long-term engagement.