Leadership Lessons with Adam Bewley, Head of Social at Eulogy

Daisy Hughes, Senior Consultant & Head of Digital, sat down with Adam Bewley, Head of Social at Eulogy, to explore what it takes to lead in a space that moves at the speed of culture. From the evolving role of AI to the rising power of community-led storytelling, Adam shares how brands must shift from broadcasting to belonging, building resonance over reach and trust over tactics.

How has social media transformed brand engagement recently, and what key changes do you expect in 2025?

Social media has shifted from being a broadcast tool where content is dumped to a dialogue-driven, considered community-first space that’s built on value exchange. Brands now thrive by creating human, authentic interactions that are powered by a sense of trust from their community. Short-form video, AI-powered personalisation, and niche community engagement have redefined content strategies; in 2025, brands will share less highly polished, over edited ‘hero’ content pieces and instead lean heavily into real-time co-creation with their community, enabling hyper-personalised messaging – with paid social taking a real transformation, driven by predictive analytics. It’s no longer just about reach; it’s about resonance. The brands that win will be those that listen better, adapt faster, and act with purpose to talk with their community, not just at them.

What role will social media play in brand reputation and crisis management in 2025?

Someone, somewhere in social, is always talking about you, whether you like it or not. Accepting this and building brand management strategies that starts with social as the frontline of brand reputation is paramount – being instant, transparent, and human is what communities expect of every brand. Platforms already act like 24/7 crisis barometers, where sentiment analysis and real-time feedback loops are vital. But advancements in Brandwatch and other AI powered tools are helping brands to not just respond but predict crisis before they arise – meaning you can lead the conversation, not be caught out by it. The non-negotiables for brands are to be smart with how they listen, speedy with how they respond, and most importantly, be considered in what they say to truly build on community connections in an authentic way. Owning the narrative early, empowering internal advocates, and cultivating a loyal community will be key defences. The brands that show up and are real with it – vulnerable but accountable – will earn trust that lasts beyond any cancel culture storm in a teacup.

How will AI and automation evolve social media campaigns in the coming years?

AI and automation are already revolutionising how we ideate, execute, and measure campaigns – but we’re just scratching the surface. Expect real-time dynamic content, hyper-targeted segmentation, and AI-curated engagement strategies by the end of 2025. Campaigns will shift from pre-scheduled to responsive, learning and evolving in real time based on audience behaviour. But the winning formula remains human creativity + machine intelligence. While automation takes care of the heavy lifting, the strategic edge will come from storytelling, craft, values, and emotional intelligence – areas where real marketers will always reign supreme.

How can social media trends boost brand positioning and loyalty in 2025?

In 2025, trends won’t just be cultural moments – they’ll be brand-building blueprints. Tapping into them authentically allows brands to stay top-of-mind and relevant. But it’s not about jumping on every trend; it’s about knowing which align with your community’s values and identity. Social is a sandbox, so get weird, play more and find ways to champion your community’s creativity by creating a space to share and discuss with them – think meme culture meets mission-driven marketing. When brands show they’re in tune with the moment and their community, they don’t just go viral – they build affinity. Smart brands will co-create with their community, celebrate niche interests, and use trends as springboards to spark deeper, longer-term loyalty.

Which social platforms will gain traction in 2025, and how should brands adapt?

Short-form video will still dominate, but the winners in 2025 will be platforms that merge entertainment, commerce, and community. TikTok will continue evolving, while newer platforms like BlueSky and other more BeReal-inspired spaces and vertical-specific networks will gain traction. On the other hand, BeReal will continue to die as it fails to evolve at the speed of social. LinkedIn is also quietly becoming a storytelling powerhouse for B2B thanks to the rise of Lin-fluencers. The playbook? Diversify content formats, lean into community led storytelling, and build platform-specific strategies; one-size-fits-all content won’t cut it. Like it or not, repurposing is a one-way ticket to your community getting the ick. Brands must adapt with agility, understand each platform’s culture, and invest in creators who understand the nuances so they can authentically connect with their community culture to join the conversation, not just listen in.

How will the influencer landscape evolve in 2025, and how can brands collaborate better?

Influencer marketing will become more niche, authentic, and long-term. Forget vanity metrics – 2025 is about real relationships. Micro and nano influencers will continue rising as trust drivers in tight-knit communities, especially as closed communities continue to grow. Brands should treat influencers as strategic partners and culture connectors, not just content producers.

The key? Co-create, don’t dictate.

Invite influencers into product development, campaign planning, and storytelling. Transparency and shared values will underpin successful partnerships. It’s about moving from transactional to transformational – building campaigns that feel born from the channels they’re being activated in, real, and built to engage long term, not just sell now.

How will social media integrate with other communication channels for cohesive brand experiences?

Social won’t sit in a silo anymore – it’ll be the connective tissue that’s interwoven in the complex tapestry that is the industry we all love. In 2025, expect seamless integration between social, email, SMS, in-app experiences, and even physical spaces; stop thinking a link to your socials (blergh) is going to do the trick to get your community from one platform to another. Instead, prioritise omnichannel journeys where each interaction is context-aware and personalised. Social will become the pulse-check for what’s resonating, feeding insights into broader marketing ecosystems. The goal? A unified brand voice and experience, no matter where your community meets you. The future belongs to brands that break internal silos and orchestrate experiences, not just messages. Newsflash, no one cares about your internal politics when they’re engaging with the brand.

What are the biggest challenges for social media professionals in 2025, and how can they prepare?

In my mind, the biggest challenge will be balancing automation with authenticity. As tech scales, the pressure to produce more content faster will grow. But so will the need to stay personable, ethical, and emotionally intelligent. Add in constant algorithm changes, platform fragmentation, and digital fatigue – it’s a tough gig but back yourself to do less, better. Very few members of your community will see every post you put out, so to thrive in an evolving industry moving at the speed of social you must be lifelong learners, emotionally resilient, and data-savvy. Building strong cross-functional skills – creative, analytical, strategic – is key.

You aren’t a jack of all trades, but a Master of Social. Above all, staying curious and emotive in how you treat every brief will be the real superpowers. Because great social media isn’t just built on trends- it’s built on trust.

Whether you’re hiring top Digital talent or considering your next career move, our team would be delighted to support you.

Daisy Hughes is Senior Consultant and Head of Digital & Social, partnering with top PR agencies, FTSE 100 companies, and innovative start-ups to connect them with exceptional digital talent.

Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. Our expertise lies in building successful ventures worldwide through our recruitment, interim and executive search in communications, sustainability, public affairs and policy, digital marketing, and sales.