At this year’s Weekend Media Festival, the 404 Social Media Director Martina Gršković participated in the panel titled Social First – Powered by Digital Shapers, which focused on trends in communication through social network channels. Until recently, social was perceived as a cheap and simple communication channel; soon afterwards, however, it became apparent that it was an immensely powerful and effective tool. Nowadays, pretty much everyone knows that but there are still loads of brands that are afraid of investing in it. Lea Stanković of Communis DDB, Nebojša Grbačić of Čvoke, and Jernej Špende of the Ljubljana-based Grey office, joined our Martina on the panel, moderated by Ida Prester, to try and answer why that was so. “As a region, we like to play it safe, holding on to traditional social networks,” Martina concluded.