Building trust with branded communitiesAmidst the social media backlash

Our love affair with traditional social media channels has begun to wane. High-profile news about data misuse, its negative impact on young mental health and the promotion of fake news and fake users mean that the honeymoon period for social media is well and truly over. Both businesses and consumers alike are starting to question what’s really at the core of their relationship with channels like Facebook, Twitter, Instagram, and Snapchat.