As social and search continue to overlap, the goal is no longer just reach, it’s relevance. This means treating your social content with the same intent and strategy you would apply to any digital channel. Social posts need to answer real questions, reflect how your audience talks, and stay useful long after they’re published.

A brand’s social content is now part of its SEO playbook. It needs to be built for discovery, answering real questions in captions, using natural language, tagging with keywords and alt text, and creating content that lasts longer than the trend cycle.