U.S. HISPANIC
LERMA/’s Caitlin Mitchell Reimagines Social Strategy: “It’s a Two-Way Street, Not a One-Way Narrative”
Liz Unamo| 26 de septiembre de 2025
Caitlin Mitchell, Principal of Social Strategy at LERMA/
The era of brands solely controlling their message is over. That’s the core message from Caitlin Mitchell, Principal of Social Strategy at LERMA/, who argues that the biggest shift in social media is its evolution into a two-way conversation. Mitchell emphasizes that brands must recognize that their content is no longer a one-way broadcast; it can be “remixed and reshaped” by the public, creators, and influencers.
According to Mitchell, this new dynamic requires marketers to consider diverse perspectives and lived experiences when developing communication plans. “It’s just crucial you remember it’s a two-way street and your brand does not solely control the narrative,” she states.
In this new landscape, Mitchell asserts that traditional metrics like reach and impressions, while still important, are no longer enough. The more meaningful indicators of success are time spent with content and engagement. She highlights the need for content to genuinely connect with the audience to stop them as they scroll through their feeds. “Any brand can buy an impression, but not every brand can make an impression,” Mitchell says, underscoring the importance of prioritizing the emotional and functional needs of the target audience.
THE POWER OF USER-GENERATED CONTENT AND AI
Mitchell believes that User-Generated Content (UGC) is among the most authentic and engaging content available. The rise of platforms like TikTok and the public’s desire for “real experiences” and “real reviews” has made UGC a cornerstone of modern brand credibility.
She also connects this trend to the evolving nature of search. With people increasingly using social platforms and AI tools like ChatGPT as search engines, brands need to consider how they appear in these new discovery channels. Since AI often pulls from public and UGC content, partnering with creators from the outset of campaigns is crucial for shaping a brand’s presence in this new, interconnected digital ecosystem.
Mitchell stresses that understanding audience behavior isn’t about one single tool, but about building a robust “tech stack.” This comprehensive approach, which she likens to assembling a puzzle, includes leveraging native platform analytics, social listening tools, and community management. For Mitchell, “comments equal content,” and paying close attention to how people are responding is vital. Cross-platform and advanced analytics, including UTM tracking, are also essential for answering key business questions and getting a clear, cohesive picture of a campaign’s impact.
