101: Influencer marketing and social media

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This 101 session explores influencer marketing and social media as connected parts of a modern, creator-led marketing ecosystem. We’ll look at how brands can work effectively with influencers and creators, how social platforms function as communities rather than just channels, and how both play a critical role across the marketing funnel.

The session covers how to set clear objectives, choose the right creators and platforms, develop social-first strategies, and measure success beyond vanity metrics. It also addresses governance, resourcing, trust, and authenticity — helping advertisers understand how to build sustainable influencer and social activity that drives brand impact, engagement, and commercial outcomes.

Pete will be joined by Scott Guthrie, Director General, Influencer Marketing Trade Body

What you will learn:

• Understand the creator and influencer landscape.
• Decide when and how to use influencers effectively.
• Integrate influencer activity into a broader social media strategy.
• Move beyond vanity metrics to meaningful measurement.
• Understand social platforms as communities, not just distribution channels.
• Build always-on, social-first strategies aligned to brand and business goals.
• Manage risk, compliance, resourcing and governance with confidence.