So social networks have become the phenomenon that will revolutionise brands. Every client’s briefing their every agency to get them some ’social buzz’. It’s a bit like when every client wanted ’something viral’ for their brand.

Only now, more than ever, the challenge for brands will be to deliver meaningful content that’s actually relevant to people’s lives, and compelling enough for them to engage with because it has some degree of social utility.

Is this where social strategies come alive for brands?