How brands earn culture (not borrow it), with Cal Ritchie
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How brands earn culture (not borrow it), with Cal Ritchie
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Most brands don’t need better content. They need better community instincts.
In this episode of Seen, Lach sits down with social strategist Cal Ritchie from Iris Worldwide to unpack what actually makes social work right now.
Cal started his career in community management and never lost touch with it. That foundation shapes everything he does, from big brand strategy to the smallest DM interaction.
Together, they talk about why community managers make better strategists, how “boring” brands can win on social, and why starting on social before big campaigns still feels wildly underused.
They cover humour as a creative weapon, hacking platform mechanics without losing your soul, why virality is more about compounding than lightning strikes, and how brands can earn a place in culture instead of just borrowing it.
There’s also a surprisingly deep crossover into music fandoms, hardcore scenes, AI weirdness, and why showing the messy process matters more than polished perfection.
This episode is proudly brought to you by Sked Social, the social media management platform built for teams who take socials seriously.
If you work in social, brand, content, or community, this one will hit.
