SOS25.

From the Empire State Building’s Tyler O’Day opening with social strategies that soared above the skyline, to Kate O’Connor sharing global lessons from building Bluey, the stage was set for brilliance. Eugene Healey challenged us to get intimate with hidden online communities, Jonathan Harley showed why the age of AI may just be the revenge of the generalists, and all the way from Kentucky, Andrew Smith dialled in with razor-sharp insights into the future of data and digital.

Beyond the SOS25 keynotes, our breakout sessions sparked some of the liveliest conversations yet, from future-facing strategy to hands-on creative workshops, and everything in between. Add in puppies on Day One, Perth’s best coffee and 820 delegates from around the world, and you’ve got the biggest, boldest State of Social yet.

Because hitting refresh isn’t just a theme: it’s what makes this community thrive. Want more? Check out our podcast, Hard Refresh.