Shaka Social Founders, Grant Macdonald and Ali Olivier, Speaking at The Marketing Mixer

Shaka Social founders Grant Macdonald and Ali Olivier are joining the panel at The Marketing Mixer Scotland on 27 August, for a conversation around Delivery vs Purpose.

It’s a topic that feels particularly relevant to social media right now. We have access to more data than ever – views, engagement, clicks, leads and conversions can all be measured almost instantly. But has that also created an expectation that everything needs to deliver an immediate return?

Delivery vs Purpose in social media

At Shaka, we spend a lot of time thinking about the balance between short-term results and the longer-term value of social.

A campaign can generate leads. Paid social can drive sales. A piece of content can reach hundreds of thousands of people.

But some of the most valuable things brands build through social – recognition, trust, relevance and a genuinely engaged community – happen over a much longer period.

That doesn't mean they shouldn't be measured. It means we need to be smarter about what we're measuring and when we expect to see the result.

Joining the conversation

Grant and Ali will be sharing some of what we've learned from building Shaka and working with brands across social, from managing expectations around ROI to creating work that people actually want to engage with.

Because ultimately, we don't think brands should have to choose between delivery and purpose. The interesting bit is working out how the two support each other.

We’re looking forward to the conversation – and hearing where everyone else lands on it.