""We're the ones with a direct line to the audience," said Sami Lambert, director of social media at The Clios. "We know what's resonating, what's trending and what's getting people talking and that means we've become a bigger part of the editorial conversation." The people running these channels now hold real sway over what audiences discuss and share online, making them significant players in how PR pros can connect their message to a broader audience."
"As an example, Vogue recently promoted former social editor Chloe Malle to head of editorial content, which is proof that social-first thinking is now shaping storytelling from the top down, Lambert said. "It shows the power of what social can do," Lambert said. "Social people are basically the creators of the brand. They're the ones representing it in real time.""
Social media leads now hold direct lines to audiences and identify what resonates, trends, and provokes conversation. Those running social channels exert real influence over what audiences discuss and share online, enabling PR professionals to connect messages to wider publics. Social-first thinking is moving into editorial leadership, exemplified by promotions that prioritize social expertise and top-down storytelling. Social teams increasingly act as brand creators who represent organizations in real time. Newsrooms have integrated social functions into planning and coverage, blurring boundaries between journalists, marketers, and creators and changing pitching and relationship strategies.
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