Beth Thomas: Social Media Marketing Needs a Reset

2025

Feb 21

At SocialDay's Social Media Marketing Festival 2025, hosted at Phantom Peak London, we are excited to welcome Beth Thomas, Director of Social Media Operations at Frankly. With over a decade of experience in the social media and influencer space, Beth has worked across multiple industries, including a role at TikTok itself. She is also a content creator, having built a vibrant online community of over 45,000 women on TikTok and Instagram.

About Beth Thomas

Beth is a strategic social media expert, helping brands define their purpose and direction on social media. In her current role at Frankly, she works with businesses to move beyond trend-chasing and instead develop meaningful, impactful social strategies.

At SocialDay 2025, Beth will lead the session “Social Media Marketing Needs a Reset”, addressing why brands need to move beyond jumping on trends and instead focus on the WHY behind their content.

What to Expect from Beth’s Session

Beth’s session will challenge social media professionals to rethink their approach to content creation and focus on strategy over vanity metrics.

Key areas of focus include:

Moving beyond trends – Why simply following viral content isn’t enough.
Understanding the purpose of social media – How does it help the business?
Ripping up existing strategies and going back to basics.

Key Takeaways

Attendees will gain:

Practical frameworks for structuring social media strategies.
Insights into how to justify social media’s value to leadership teams.
A clear approach to building social media strategies that drive real business impact.

Beth’s Perspective on Social Media Trends

Beth sees a shift in social professionals being more open about their learnings, moving away from gatekeeping knowledge. She believes that by sharing insights and best practices, the entire industry can improve.

A Social Media Success Story

Beth was one of the pioneers of Employee-Generated Content (EGC) in 2017/18, when she worked as Social Media Manager at Birchbox. What was once a niche idea is now considered an essential strategy for 2025—something she’s proud to have contributed to.

What’s Next for Social Media?

Beth believes the future of social media lies in measuring its real impact on business goals. She wants to see fewer brands creating content for the sake of it and more brands answering the fundamental question: What is social media doing to help the business?

Connect with Beth

Want to learn more from Beth? Follow her here:

LinkedIn: Beth Thomas
Instagram: @betheleanor_

Beth joins a lineup of leading industry professionals at SocialDay's Social Media Marketing Festival 2025, bringing her expertise on strategic, purpose-driven social media marketing.