With so many enticing developments around content and commerce possibilities, it can be tempting to bucket social media in with the rest of your media channels. But failing to carve out a distinct social strategy that mirrors audience behaviors and preferences can result in lost opportunities and diminished business impact. In this episode, Gartner analyst Amber Gallihar Boyes discussed how most successful organizations are adapting their strategies to a more purposeful approach to community building and audience interaction. Amber Gallihar Boyes is a Director Analyst helping equip CMOs and heads of communication with what is needed to grow their organizations and map their path to mastery of reputation and brand management, crisis communications, PR, and social media.As a former practitioner, Amber is highly skilled at navigating complex external organizations to drive communication effectiveness across various audiences and channels. Amber’s experience spans social media, influencer and content marketing, media relations and integrated creative brand campaigns as a former lead counselor at an integrated marketing communications agency.