Earlier this week I got the opportunity to speak in front of 500+ of the top creatives in sports and social. I was nervous about getting up there but probably not for the reason you would think. I was nervous I would be preaching to the choir, and the crowd reaction would be like 'yeah... obviously'. But instead, I saw a lot of heads nodding. People leaning in. And after the session, a bunch of folks came up to say how much they enjoyed the talk and how encouraging it was to hear what I had to say. Here are three of the main points I covered in the presentation: 1. Social teams are content creation teams now. They're not just distributing, they're producing and editing. They're responsible for 12+ mature platforms with increasingly complex content expectations and formats. SMMs have to create content, it's the only way to keep up, so the question is: Are you as an org leaving them to their own devices, or are you investing in and empowering your social team to create content eff...