The Social Alignment Gap: Build Smarter Social Systems for Growth

Social has become a more connected part of the customer journey, influencing discovery, trust, consideration, and purchase in ways that are increasingly difficult to separate by channel. Organic social, paid media, creator content, community management, and social commerce all play a role, yet many brands still manage them in silos. The result is often fragmented execution, limited creative diversity, and missed opportunities to create a stronger, more connected social strategy.

In this session, the Blue Wheel team provides a more connected approach to social strategy, helping eCommerce teams better align the roles of organic, paid, creator, and community within the modern customer journey. With a clearer framework for improving collaboration, strengthening creative inputs, and building a social system, teams will be better equipped to support growth.

Key Takeaways:

• How to reframe organic, paid, creator, and community efforts as connected contributors to growth
• Identifying where team structure and channel silos create gaps in performance
• Learn why creative diversity matters as much as content volume
• Better understand how different social roles influence discovery, trust, and conversion
• How to build a more collaborative operating mindset without needing to completely restructure teams