One of the big dilemmas facing publishers is how far they should go when it comes to investing in social platforms. The strategic challenges are obvious: one tweak of an algorithm and your audience could disappear overnight. Many will also look at how brands were lured into building up profiles on social platforms, before the platforms moved the goalposts and started to charge for access. However, a new breed of media companies have emerged who exploit social to the full, to the point where it seems to regard them as ‘social first’ publishers. One such company is The LAD Bible. Here Mimi Turner, Marketing Director at The Lad Bible, explains how the company views its relationship with the social platforms. Filmed at New Video Frontiers, London 2015.