Radical Content

Former Ryanair Head of Social Tells Us Why Social Media Impressions Don't Matter...

Episode Summary

In this episode of Radical Content, I sit down with Michael Corcoran, former Head of Social at Ryanair and now founder of Sliced Social, to unpack why traditional social media metrics are becoming meaningless and what actually drives brand impact today.

Episode Notes

Drawing from his experience building one of the most disruptive and talked-about brand voices in the world, Michael Corcoran breaks down how Ryanair used bold strategy, irreverent storytelling, and relentless experimentation to shift perception. This conversation goes beyond tactics and trends, diving into the real role of social media in modern marketing: building memorability, influencing decisions, and driving real business results in an algorithm-driven world.

What You’ll Learn in This Episode:

• Why impressions and reach are no longer the metrics that matter
• How Ryanair used social to change brand perception at scale
• The difference between vanity metrics vs. meaningful impact
• Why most brands don’t actually have a social media strategy
• How to shift from trend-chasing to brand-building content
• The importance of memorability over visibility
• How to build a clear, actionable social strategy framework

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Episode #47