Follow Me 2025 Round Table: Are Social Networks Supplanting Traditional Media?

A question of credibility

The session opened with the question of credibility, and how public trust is built in a dual-media world. As Sophie von Mensenkampff (Visibrain) noted, “public trust can only truly be fostered when social media and traditional media line up.” When social voices amplify factual reporting, and reputable outlets validate viral content, credibility is reinforced. Yet, as AI tools such as ChatGPT become increasingly relied upon for information, tools that themselves depend on traditional media sources, their emergence is renewing the importance of journalistic rigour and transparency.

Social vs. Traditional Media: When both worlds collide

Karla Zaldivar (Booking.com) highlighted how social media has become a decisive factor in shaping political opinion, citing the influence of platforms during the Spanish elections and other global political races. She also drew attention to new regulatory shifts, such as China’s decision to restrict commentary on medical, financial, and legal matters to accredited professionals. This sparked debate among the panellists on the delicate balance between protecting information quality and enforcing censorship.

Pascale Azria (Kingcom) raised concerns about the ethical implications of such measures, underlining the need to preserve both creative freedom and public protection, a tension that continues to challenge brands, journalists, and policymakers alike.

Redefining success in the age of algorithms

The talk also addressed the need to rethink performance metrics. “Followers have become an obsolete metric,” explained Zaldivar. The rise of algorithmic discovery means visibility is no longer confined to those with the largest audiences. Instead, niche creators with high engagement and community relevance often outperform macro-influencers. This shift calls for deeper social listening, to uncover the conversations, communities, and emerging voices that truly shape perception and brand reputation.

(Visibrain platform - example of micro-influencer sourcing in the skincare industry)

Meta discussed the responsability surrounding new technology 

Bianca Spada introduced Meta’s latest innovation: smart glasses that merge the digital and physical worlds. The discussion evolved into a broader reflection on responsibility and ethics in technology. She also outlined the measures Meta has implemented to promote safety and transparency, from content labelling to user education, reminding the audience that innovation must go hand in hand with accountability.

Detecting the warning signs before a crisis

Closing the session, Sophie shared how social listening platforms like Visibrain help brands anticipate and manage crises in real time. She identified three key warning signals: an unusual acceleration in mentions or engagement, the spread of a topic across multiple platforms, and its eventual pickup by traditional media. “When a story jumps from TikTok to LinkedIn or X, that’s a sign it’s about to reach a wider, more influential audience,” she explained. Combining these indicators allows brands to react before reputational issues escalate, a crucial advantage in today’s fast-paced media cycle.