The State of Social workshop was born out of conversations with James Hardie's North American marketing team that revealed the need for further exploration of the brand's approach to both unpaid and paid social media activity. To adress this need, our team did a deep dive on James Hardie's social media behaviors, as well as those of its competitors, in an attempt to further understand the strengths and weaknesses of James Hardie's social tactics. Our team determined that an interactive workshop would be the best way to facilitate a discusion about socials, as it was clear that the client had not reached consensus regarding a variety of elements of their social media approach. The content and scope of the workshop was informed by that appraisal. ​ Along with facilitating the development of the workshop materials and ensuring the team was on track for meeting the needs and timeline of the client, I also played a key role in developing our team's strategic point of view. Firstly, I audited competitors' socials; taking inventory of each competitor's content and engagement strategies across every major social platform. A summarized version of these findings was included in the workshop materials as an appendix for the clients to reference during and after the workshop. Along with spearheading the social audit, I drafted platform-level strategic takeaways to guide our strategy team in developing their strategic point of view. Ultimately my platform-level takeaways were included verbatim in the workshop that was presented to the clients. ​ Despite kicking the project off with very amiguous directions from the client, our team was able to facilitate etremely productive dialogue about James Hardie's social media persona and content strategy. One of the main breakthroughs that occured during the workshop, for instance, is that the client realized the need to ececute a more integrated approach between paid and unpaid content strategies. This led to a follow-up meeting with the team responsible for creating James Hardie's organic social content and opened doors to a more integrated approach to socials, which would benefit Havas by increasing the efficacy of our work.