In his book Social First Brands – How Modern Brands Create Community, Loyalty, and Growth (Kogan Page), Tom Miner introduces the concept of the “solar system of social-first brands.”

But what exactly does “social-first” mean?

According to Tom, social-first is “the practice of getting people talking about your brand.” This includes conversations between people, between people and brands, and even between brands themselves

Crucially, Tom stresses that social-first is not the same as social media-first

Instead, it’s about understanding human behavior and interests first

Social-first brands don’t just shout about themselves on social platforms; they create opportunities for dialogue, connection, and shared meaning

Tom explains that in a truly social-first approach, the consumer sits at the very centre of the brand’s universe

By trusting consumer interests and behaviors, brands allow people to gravitate toward them naturally, rather than trying to force attention through constant self-promotion

Interestingly, Tom positions the brand itself as only the fourth most important element in its own universe

This can feel uncomfortable for many companies because, as he puts it, “brands are inherently selfish things.”

They’re used to being the star, but in a social-first strategy, they’re just one part of a larger ecosystem, an enabler of conversations rather than the sole voice

Conclusion

Social-first thinking challenges brands to step out of the spotlight and make space for their audience

By focusing on human behavior, fostering community, and encouraging genuine conversation, brands can create loyalty and growth in a far more sustainable way than simply broadcasting messages

In today’s world, the brands that win are the ones willing to stop talking at people and start talking with them