Ciaran talks to Michelle Carvill acclaimed author and founder of digital marketing and social media agency Carvill Creative. We explore Michelle's research for her recently published book " Get Social- Social Media Strategy & Tactics for Leaders." Wherever your business is based, and whatever it does, you can guarantee that your customers and competitors, your employees and stakeholders, your promoters and detractors live and breathe social media. Michelle argues that if you want to be an influential leader, you need to make an impact in the same space as your audience. Get Social demonstrates how leaders can use social media to drive effective business results, which we explore with Michelle in this interview. We also explore what digital marketers can learn from the book about leaders and how to influence them with an understanding driven strategy to gain support and backing for your transformation projects.