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  2. How to Build a Paid Social Strategy Around Real Audience Behaviour | Mark Byrne, Brave Bison and Gareth Harrison, SocialChain

How to Build a Paid Social Strategy Around Real Audience Behaviour | Mark Byrne, Brave Bison and Gareth Harrison, SocialChain

Aug 11, 2025

Mindsets matter more than metrics. In episode two of The Media Lift Effect, Eve Young returns with Gareth Harrison (SocialChain) and Mark Byrne (Brave Bison) to unpack how brands can apply the model across audience, creative, media, and measurement. 

From auditing assets to making use of AI tools like AudienceGPT, this episode shows how to build strategy around real behaviour, not outdated personas. Creative becomes your targeting, organic becomes your testbed, and measurement becomes the bridge between brand and performance. 

If you want a social strategy that works with the algorithm, not against it — this is where to start. 

🔗 Get the full framework in the whitepaper: https://www.socialchain.com/social-minds/insights/the-media-lift-effect/%E2%86%97