NEW YORK: The Campbell Soup Company believes that creating authentic "food memories" is more important than simply focusing on experiences which are "post-worthy" on social media.

Umang Shah, the firm's director/global social media and digital marketing, discussed the role of these channels while speaking at Internet Week 2014.

And he did not dismiss the significance of social sharing, such as people uploading photos of their culinary achievements on sites like Facebook and Instagram – a habit that is especially popular among millennials.

"I think it's great that this stuff happens, and how we can make the most of it," he said. (For more, including insights into the "connected kitchen", read Warc's exclusive report: The Campbell Soup Company prepares for the "connected kitchen".)

However, the objective for brands ought to be creating experiences with enduring emotional resonance, rather than solely emphasizing those encouraging a brief moment of online exposure.

"We might want to start to think about what's the value of that real experience, independent of whether it's documented or not," said Shah. "Let's create experiences that matter, as opposed to experiences that are 'post-worthy.'

"I think it's a counterpoint that we should think about as an end goal, but ultimately we should probably focus on the experience, whether or not we share it with our friends."

Campbell's, with a history stretching back of 140 years, has long enjoyed a uniquely rich position when it comes to creating "great food moments" with families across America.

And Shah believes that, in the future, the "connected kitchen" will provide brands with new ways to help customers engage in even richer experiences.

One illustration of this could be through producing content to guide consumers in making interesting dishes that may previously have seemed too difficult or intimidating.

"Now you're creating food that you really enjoy, that you love, with people that you care about and – hopefully – that results in memories," he said. "A little romantic, but I think it's true."

Data sourced from Warc