Once a year we visit the side of the family that you only ever see on Boxing Day. And every year they ask:

‘What do you do again?’

To which I reply:

I’m a Social-First Creative Director and Social Strategist.

They nod politely and I say:

Those are usually two jobs that I do as one.

More nods.

Because one is strategic, logical, analytical.

The other asks you to take all of that, then make a leap none of it could have predicted.

They’re passing the last pig-in-blanket and I can feel I’m losing them.

But social-first means you're actually playing into how people behave - how they behave online especially, which means you have to be chronically observant.

Grannie has fallen asleep. The cluster on the wonky stools have broken away to read cracker jokes.

I fight for my life explaining participation mechanics, algorithm signalling, repeatable formats, how each platform serves a different purpose in the wider social ecosystem and social brand world.

*Gasps for breath*

It’s about finding an ownable place for the brand in culture, not just passive advertising or TVC cut downs.

Turns out I’ve been doing social-first work before we had a name for it.

Suddenly there’s a big joyous cheer and applause. Grannie jolts up from her piggish-stoop. 

I can’t believe it - finally, they understand what I do.

But no.

It’s just the brandy-fired pud.

The jury I’ve always cared most about is the public, which is why my work has been featured across national and international press:

BBC News, Channel 4 News, Dazed & Confused, The Independent, The Guardian, The Telegraph, The Evening Standard, Mail Online, Metro, ABC, Refinery29, Huffington Post, Stylist, Al Jazeera, The Big Issue, Creative Review, Adweek, Adland, The Drum, Campaign - and even UK Parliament.