South Africa, April 17 -- In digital strategy, the race for the next promotion never slows down - we're tossing around buzzwords like 'data-driven storytelling' and tuning into webinars about algorithms no one really understands. But here's a truth I stand by: if you're not listening to what your audience is saying, your strategy is built on sand, and not the golden kind you enjoy on Camps Bay beach with your shades on and main character energy turned up to 100.

Community Management is the heartbeat of digital. The Beyonce of social media, not because it needs to be centre stage, but because it holds the entire show together. And much like Beyonce, it does the work flawlessly rehearsed, disciplined, emotionally intelligent, and forever i...