Social Butterflies: “Fostering Open Communication and Mutual Support” with Kenny Gold
Kenny Gold joined Deloitte Digital in 2021 as a managing director and head of social, content and influencer. In this role he helps Deloitte Digital’s clients meet their business goals through best-in-class social media strategies and activations.
Kenny has a strong background developing famous work – having made central contributions to various awards including Cannes Lions, Effie's and Shorty Awards.
When he is not voraciously scanning social media platforms for the next post to share, he is at home on the Upper West Side of New York City with his wife Casey and Havanese puppy Leo. Kenny is an avid fan of Philadelphia sports teams, classic rock and the most stunning coffee table books he can get his hands on.
LBB> What’s the most significant development or trend shaping the social space right now?
Kenny> Enhanced discoverability. It’s bridging the gap between e-commerce and social interactions.
Social algorithms have become smarter, analysing user behaviour to present personalised product recommendations. It has transformed casual scroll time into a seamless shopping experience. I never thought I’d become a social shopper but here I am buying my entire family water bottles because social media told me to!
When a user comes across a shoppable post or a creator endorsement, it feels natural and warranted because it’s tailored to them. This integration not only enables real-time discussions, but also simplifies the path to purchase, making it more intuitive, engaging and fun.
LBB> Every platform functions so differently - and the way they function evolves over time and there’s a lot of fun to be had on social, from shoppable livestreams to AI filters - so where are you finding the most satisfying or exciting creative opportunities right now (and can you give an example of a campaign that demonstrates that)?
Kenny> The opportunities are limitless, each platform aligning uniquely to different goals and missions.
I personally enjoyed watching tennis across the pond earlier this summer and was inspired by their use of social to lift the veil on what’s usually a pretty private and old-school event. It beautifully underscored the true purpose of social – bringing us in and connecting us all a little more.
LBB> Social media is a space for brands to be a bit more human - but how do you walk the line between personable and twee?
Kenny> Nailing the right tone starts with social listening. This approach gives brands access to unfiltered consumer conversations, providing insights into a seamless community integration. And it not only informs engagement, but it ensures the brand resonates well across all consumer interactions.
LBB> What does ‘craft’ mean to you in a social context?
Kenny> When you explore what makes a social-first brand, it’s clear that the ‘people’ part is key. Crafting content for social is a whole different ball game compared to other channels. And to get it right, you need people who truly live and breathe it. At Deloitte Digital we focus on bringing in talent who have that social-first mindset and strive to build hybrid teams.
This ensures each brand is fuelled by thinkers and makers who are adept in cutting edge social strategies.
LBB> Organic, paid, influencers, social search - how do you approach figuring out the best way to reach audiences?
Kenny> We focus on tailoring our data-driven mindset and proprietary audience analysis tools to perfectly match the brand and client objective. Recognising that social isn’t one-size-fits-all, we leverage the unique strengths of all the above — organic, paid, influencers, social search and beyond. This integrated approach guarantees impact and helps achieve what we call “share of culture” by engaging audiences where and how they interact.
LBB> Social media can be brutal - on a personal level how do you deal with that aspect of the role and helping your teams on the front line?
Kenny> It’s about fostering open communication and mutual support across all roles and responsibilities. It helps everyone stay resilient and manage the challenges more effectively.
LBB> Social media has been accused of driving polarisation and spreading misinformation, while others call it the marketplace of ideas. Whether or not that’s the whole truth, it is certainly shaping discourse and is one of the key venues for culture war-ish behaviour. What’s your take on the role of social media in society and what responsibilities do brands and individuals working in social have?
Kenny> Brands and individuals in social have a big job: building responsible, diverse, and equitable communities that reflect the brand’s core values. It's not just about pushing products or services but promoting inclusivity and fairness. By creating spaces that welcome and encourage different voices and viewpoints, brands can positively influence wider social conversations.
LBB> What are the biggest missteps you see brands making most regularly on social media?
Kenny> Trend-chasing. It occurs when brands fail to use data to align content with the moments that truly resonate with their audience. Instead, they jump on every trend, resulting in content that can feel inauthentic and often falls flat. Effective social strategies should be data-driven and focus on meaningful engagement, not just visibility.
LBB> Inevitable AI question! How are you applying AI in your day-to-day role and what have been your key insights/observations about the best way to approach it in the campaigns you’ve worked on (feel free to share examples)?
Kenny> We see it as an accelerator—it's going to help us go to market faster. From strengthening social listening queries to beefing up the creative process, it's all about support, not replacement.
LBB> Thinking longer term, where do you see the biggest risks and opportunities when it comes to AI in social?
Kenny> At the end of the day, communities are fundamentally human-centric – they are built on genuine conversations and connections from real people. While AI has its advantages, it cannot fully replicate the nuanced ways we communicate, build relationships and foster community bonds.
LBB> When you’re not working, what social platforms and content do you personally enjoy engaging with and why? What creators, influencers and social communities do you really love?
Kenny> Anyone that follows me on social knows that you’re going to get a heavy dose of Philly sports. Music is also a big part of my everyday, and I love being able to share what I’m listening to with my family and friends. As far as creators go, there’s several in the culinary space that I’m enjoying following right now.
LBB> What advice would you give to people who are looking to get into social, whether as creatives, strategists or producers?
Kenny> Begin to understand the fundamentals of social and its role in the content mix. Social is about generating attention. I love the idea of “what’s old isn’t old, it just gets a fresh twist.” It’s important to understand things like classic storytelling and film production when you’re creating engaging social content or a detailed creator brief. Diversify your sources of truth and don’t use social just because, really dig into it.
