Behind the Post

Vanity metrics have become quite controversial in B2B social media marketing. One of the main metrics sparking debate is follower count. Is it a real indicator of a brand’s online presence? Or does it lack meaningful engagement and conversion?

To help us settle the debate, Bright Uduji joins us from LinkedIn on this episode of Behind the Post. Bright shares his expertise on organic followers, the power they bring to brands, and ultimately, whether follower count is just a vanity metric.

Bright dives into the importance of followers, offering insights on how to grow your follower base and why followers aren’t meaningless. Whether you're looking to enhance your social media strategy or understand the role of followers in your marketing efforts, this episode is packed with valuable insights and practical tips.

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Subscribe to our LinkedIn newsletter, The B2B Social Compass, and catch our recent panel, “Unlocking the Power of Intent Data”, Bright referenced in this episode here. 

As social media managers, we are surrounded by whispers of social media best practices and strategies to get the best results.  

But with everything you’ve heard so far, Kieran Brannan, a Social Media Specialist at N-able, went Behind the Post to shake up your view on your posting strategy and give you practical and essential tips to help you create valuable content at scale.

Advocating that brands don’t post enough on LinkedIn, Kieran aims to publish 3-5 posts a day on N-able’s LinkedIn page. 

So, if a brand posts so often on LinkedIn, how can we have a steady stream of fresh and engaging content ideas?

The secret lies in content repurposing, and repurposing well. 

They say everything is content, and in Kieran’s eyes, there’s no truer statement. In this episode, he shares how you can take one blog post, podcast episode, whitepaper, or presentation and turn it into multiple social media posts. This way, you’ll never struggle with filling your social content calendar again. A bigger bonus is it will be full of valuable, educational content that your audience will love, bringing more attention to your brand.

Tune in to hear Kieran’s tips on working with the LinkedIn algorithm, the types of content that are performing well right now, and how he's organized his marketing team to bring new content ideas to him instead of constantly chasing them down. 

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B2B social media managers understand the value of social media for lead generation and are eager to fuel sales through social selling. However, getting management buy-in for a first-time social selling program can be challenging.

In this episode, Lena Weber-Reed goes Behind the Post to reveal her secret for securing her company's buy-in for a social selling program. Here's a spoiler: she successfully launched a pilot program with select team members at zero cost! Tune in to learn the step-by-step process and discover what you need to include to launch your own pilot program.

She also discusses how to get your sales teams on board, the fundamental pillars every social selling program needs, and the value of social media data in pushing prospects further along the sales funnel.
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Now more than ever, B2B audiences are craving authentic and relatable content, and no one showcases this more than our next guest. 

With a background in B2C marketing, Kaylin Balderrama brings a fresh perspective to her role as the Global Social Media Manager at Bazaarvoice. 

She highlights that no matter if you’re in B2C or B2B, you’ll always be marketing to people. With that in mind, Kaylin shares the core principles that have helped her craft an engaging and successful social strategy that delivers results: authenticity and social-first content. 

The results speak for themselves: in the last 12 months, Bazaarvoice gained an impressive 18,000 followers, with 16,000 of those followers gained since Kaylin started in December 2023 and introduced her new social strategy!

To close out the episode, Kaylin also explores how B2B companies can leverage social media platforms traditionally seen as B2C, such as TikTok, to raise brand awareness.  

Tune in to learn what it really means to create social-first content and hear about a recent example that landed her in the news and on a flight to Cannes!

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Subscribe to our newsletter: The B2B Social Compass.

From the moment she noticed personal pages performed far better than brand pages on LinkedIn, Alesia became obsessed with the power of personal branding. In this episode, Alesia went Behind the Post to share her personal branding journey and the tips she’s learned along the way to help you start yours.

She dives into how to get started, overcome the initial posting fear, and craft your posting strategy. With so many thought leaders on LinkedIn, Alesia highlights the importance of authenticity to stand out online. 

Personal branding can also take you further than you might think. She candidly shared the opportunities that have come her way since she started building her personal brand and positioning herself as a thought leader, including this podcast appearance!

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Subscribe to our newsletter: The B2B Social Compass.

Social Media Managers wear many hats. From crafting strategic social content plans to growing online communities and keeping up with the latest trends trends, we’re juggling multiple responsibilities. So how can we manage these diverse responsibilities efficiently and effectively?

In this episode of Behind the Post, host Alina Dallal welcomes Sheldon Bruck, the Social Media and Community Manager at D-ID, to uncover his secrets to staying productive with all the different responsibilities he has.

Even though no two days in social are the same, Sheldon takes us through a typical day in his role, sharing insights into the responsibilities he focuses on daily, weekly, and monthly that help him stay on track. 

As the solo manager of D-ID’s social media presence, he delves into how he balances stakeholder demands, navigates last-minute calendar changes, and the pivotal role of cross-department collaboration in delivering a top-notch customer service experience. 

Diving into the value of social media analytics on any social strategy, Sheldon reveals how monitoring social analytics helps him remain productive when it comes to content creation. 

Tune in for valuable tips and strategies for staying productive when working in social media from a seasoned professional.

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Subscribe to our newsletter: The B2B Social Compass.

With no experience in design, Sam Tyrrell rose to the title of King of Canva at AlixPartners and went Behind the Post to tell you everything you need to know to master Canva yourself. 

Sam walks us through the process they have in place when creating content on Canva, including how he trains his wider marketing team to create designs, what the approval process looks like, and how he ensures all designs stay on-brand.

Being part of a company big on employee advocacy and personal branding, Sam is passionate about translating this company value through visuals as well. He walks us through how he encourages his colleagues to use design to help their employees showcase their personalities online. 

Sam also entered fire-round questions to share his best practices, go-to features, design pet peeves, and the biggest lessons he’s learned along the way to taking the throne.

If you use Canva, you won’t want to miss this episode. 

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In this episode, Joanna Braunold goes Behind the Post to share how social intent data helps both the sales and marketing departments at TytoCare achieve their goals.

Tune in for a conversation about why sales and marketing teams need to be best friends, the structure in place to keep the teams on the same page at TytoCare, and how social media marketing brings the two departments together. Yes – you read that right. 

Joanna dives into the marketing initiatives set to equip their sales teams with the tools they need to engage with more leads and turn prospects into customers. She explains how she implemented these strategies, from getting their sales teams actively involved in social selling to understanding how they can use social intent data to strike up relevant, meaningful conversations with prospects.

Beyond empowering her sales team, Joanna shares how social intent data helps her create marketing content that resonates with their audience. With a B2C presence on social media as well as B2B, they discovered that many of their B2B leads were interacting with their B2C accounts. Learning from this, Joanna experimented with posting B2C content on their B2B channels, and the results did not disappoint!

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NXP Semiconductors has recently been experimenting and refining its LinkedIn Live strategy, with incredible results. In this episode of Behind the Post, Vanessa Lowe, the Head of Social Media at NXP, offers an in-depth look into the entire process – from beginning to end – of launching a LinkedIn Live strategy. 

Vanessa shares her insights on the key elements of a successful LinkedIn Live strategy, covering the highs and lows, along with invaluable tips to guide you through your own launch. She discusses the promotion techniques they use to build anticipation for their LinkedIn Live sessions, shares a behind-the-scenes look at the recording process, and reveals the third-party streaming tool they rely on to broadcast to LinkedIn.

While it may seem like a challenging undertaking, some parts of the process have turned out to be surprisingly straightforward. Vanessa was (rightfully) impressed by the level of success they achieved, indicating that the benefits of their LinkedIn Live strategy significantly outweighed the hurdles. In fact, their LinkedIn Live sessions generate an average of over 50,000 impressions, while their regular posts yield approximately 8,000—an astonishing difference. 

This episode serves as a comprehensive roadmap for anyone looking to master LinkedIn Live, with Vanessa Lowe providing a glimpse into what makes their approach so successful.

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On this episode of Behind the Post, Alina sat down with not one, but two, brilliant marketing experts from Similarweb – Senior Social Media Manager, Itay Gross, and Content Marketing Manager, Faith Preminger. With double the guests, you bet you’ll walk away with double the expertise. 

They delved into how their content and social media teams work together for success and how marketing processes work at Similarweb.

With a passion for B2B social in common, the trio discussed why social media is so valuable for B2B brands today and the importance of using B2C tactics to create an engaging, fun, and memorable B2B strategy. 

Armed with unique insights their Similarweb product offers, Itay shares how he incorporates data-driven storytelling about trending topics into their strategy to harness the attention of B2B professionals scrolling through LinkedIn. *Spoiler alert* – their audience loved their data insights on Taylor Swift’s impact on the Kansas City Chiefs’ website traffic during the Super Bowl! 

As big enthusiasts of the power of employee advocacy on their wider social media strategy, they unpacked everything a social media manager would want to know when implementing an advocacy program and keeping up its momentum. The duo got candid about the challenges they encountered along the way, and the tips and tricks they learned that resulted in a successful strategy. 

Whether you're a marketer, a social media enthusiast, or simply curious about what goes on behind the post, there's much to learn from the experiences of these two experts.