At last week's Young Presidents Organization (YPO) Conference, the main insight shared was that social needs to Connect, Engage, Influence and Integrate.

Human nature: our curiosity can often be provoked when a conference is prefaced by NDAs that prevent participants from sharing the discussion externally. Such was apparently the nature of the Young Presidents Organization (YPO) Digital Marketing + Media Network Event in Palo Alto last week. An event which included senior leaders from Google, Facebook, LinkedIn and Twitter, among others. However, writer Todd Harrison was granted permission to share very particular elements of his journey. The net-net? That “next big thing” appears to be for brands to use ‘social’ more strategically, connecting with and engaging their customers more holistically to drive business growth.

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