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.

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.