Guest blog. Cutting through the noise: My key takeaways from Orlo Big Social

Last month I attended my second Orlo’s Big Social and came away with so much to reflect on that my original post was too long for LinkedIn so I’ve had to make it an article!

The overarching theme was “Cutting through the noise: how to understand, engage and connect with your community when the only constant is change.”

We heard a wide range of perspectives throughout the day. Here are a few of my highlights:

One of the most thought-provoking sessions came from Nick Phillips at Mountain Rescue England and Wales. Social media is increasingly influencing people, particularly younger audiences, to visit high-risk and remote locations. Rather than simply responding when things go wrong, they are shifting their focus towards prevention through education and awareness.

It sparked some interesting discussion about how the same social platforms driving risk could also be used to promote safety, including partnerships with influencers to encourage better preparation and equipment choices.

This line from Dan Barton at Liverpool City Council’s session on rebuilding trust really resonated with me.

Data can identify trends, issues and opportunities, but understanding the experiences behind those numbers is what helps communicators create meaningful engagement and better decisions.

A powerful session from Isobel Daniels at South Wales Police highlighted coercive control through relatable storytelling rather than stock imagery or traditional campaign approaches.

The campaign focused on real experiences, challenging perceptions and helping people recognise warning signs that might otherwise be dismissed. It was a great reminder that audiences connect with people and stories far more than polished assets alone.

I especially enjoyed Alan Oram‘s interactive session from Alive With Ideas. The whole room was given the same brief, but smaller groups received different prompts to kick-start campaign ideas.

It was fascinating to see how many different approaches emerged within minutes from people who had given the challenge no prior thought. A powerful reminder that creativity doesn’t always require a big budget or endless planning time. Sometimes it just needs space to think differently.

Jake Morgan-Stead from the London Borough of Lambeth highlighted that effective social listening goes beyond monitoring channels. By combining social insights with real-world signals, trusting your instincts and joining conversations early, communicators can shape outcomes rather than simply react to them.

He shared a memorable story involving baby swans (who doesn’t love an animal story?) that perfectly illustrated why social professionals should trust their expertise and have confidence in their judgement.

Whether it’s preventing harm, rebuilding trust, tackling difficult social issues, sparking creativity or listening to communities, the common thread was the importance of understanding people.

As communicators, our personal experiences, observations and perspectives often make campaigns resonate. Authenticity builds trust, creates stronger connections and helps make complex issues feel more relevant and human.

Thanks to the Orlo team and speakers for a great event.