I want teams to think less about asking for the tactic (IG Story/in-feed, etc.) because that falls flat to me. We need the WHY and the value on social. How it comes to life is based on what we want people to do (CTA), receive and experience through the content. It matters.

And I KNOW oftentimes it is about the deliverable and we can& #39;t get around that, but us just telling you that we& #39;ll post in-feed or on Twitter is the same thing everytime. What is the purpose behind what we& #39;re posting? What does it do and convey?

Stories is temporary but more interactive and playfully creative. Why does it live in Highlights as a sort of menu for the brand? Why are we keeping it in-feed for people to see all the time? What type of conversation can we spark on Twitter?

I don& #39;t wanna say to you in-feed posts unless I& #39;m saying we& #39;re posting this type of post to give people *THIS* thing. An idea hits because it resonates and especially because the organic algorithm really isn& #39;t our friend like that, we gotta have a reason behind it.