At the first in a series of, BIMA hosted a breakfast event covering the wonderful world of content.

Dara Nasr from Twitter discussed the evolution of the tweet to its current volume of 1 billion tweets every 2.5 days. Ron Peterson of AKQA asked why a business couldn't be social from end to end, in addition to its marketing component and pointed to content as one means of doing so. John Webb from Rackspace delineated the process through which content must funnel in order to be effective.

“If it’s authentic, then it becomes a friend that you trust,” Peterson said of branded content. Authority lent by brands to their digital marketing creates content that has context. That context allows for a level of personalisation on the part of the brand, according to Webb. Thus, in the future, content will not only be engaging and authoritative, but also address an audience of one.

Social media makes that future possible as well as the proliferation of a brand’s content. Once content has proliferated across social media channels, it then, in an ideal world for brands, becomes amplified by media coverage transforming it from owned to earned content.

These areas and other aspects of social business and media platforms were discussed throughout the morning. BIMA breakfasts are set to continue throughout the year as part of a year in which the organisation looks to expand its regional focus.