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Socially Challenged: Digitas' James Whatley shares audience-building advice

Welcome to Socially Challenged, in association with The Drum Awards for Social Media, a new weekly series featuring some of the brightest minds in the industry offering their advice to brands and social media managers on how best to build an engaged audience.

The first episode features James Whatley, Digitas UK's strategy partner who also runs the Five Things on Friday newsletter (which sometimes even goes out on a Friday), and is also one of the jurors for this year's awards.

He offers his take on what annoys him most in social media, his favourite account to follow, his main advice for brands aiming to build a social media audience following, what any social media manager should do when they face unexpected backlash, how brands choose which social movements to support or comment on and what he is looking forward to seeing from entries to this year's awards.

Future episodes of Socially Challenged will feature interviews with renowned consultant Matt Navarra, Specsavers' head of social media Lisa Hale and Tim Armoo, chief executive of Fan Bytes among other jurors for this year's awards.

For more information on The Drum Awards for Social Media, see the official website including the list of this year's jurors. Deadline for entry is 10 September.

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