Choosing the Right Social Media Platforms for B2B Success

00:00:04.880 Today we’re

00:00:11.200 talking about B2B companies and their social media presence right that’s always been a difficult thing to figure

00:00:17.600 out and I actually don’t know how it works really i I am more the the media

00:00:22.640 guy i’m not really the social media guy so we have the actual social media experts here we got Connor we got

00:00:28.599 Sarah you know really leading point on so much of what Bospar is doing here for for our brands and businesses our

00:00:35.120 clients and what they’re doing on social so let me just start with you Connor what should a B2B company be doing on

00:00:42.640 social media should they be having a Facebook account an Instagram account like like I get LinkedIn sort of but but

00:00:49.760 what what is the the base case for hey you’re B2B you don’t interact with

00:00:55.600 normal consumers you don’t need a million followers what what should your social media profile look like well

00:01:01.920 first thing they should do is take stock of what social media profiles they have and get rid of ones that aren’t working

00:01:08.640 for them i think there’s this false conception that more is better when it comes to social media and a lot of B2B

00:01:16.720 companies kind of fell victim to that during the land rush or the user

00:01:22.799 platform rush back in 2015 or 2016 where they established a presence on channels

00:01:29.840 and never really came up with the right strategy and just publish on them and so

00:01:34.880 now in 2025 it’s been about 10 years and their strategy hasn’t evolved their

00:01:40.479 content hasn’t and there are a lot of things that just aren’t a good fit anymore so figuring out what what works

00:01:47.920 for them and getting rid of what doesn’t is the first thing they should be doing the second is starting to make content

00:01:54.720 that’s social specific so you know everyone hates being stuck next to that

00:02:00.479 boring person at a wedding right you’re at the table but it’s like you’re maybe the entertaining one and you know what

00:02:06.640 do you do with that other cousin right and social media is often treated like well I’m just going to put this here and

00:02:12.080 help hope something good works out right there’s not a lot of intention put in there um for certain companies and it’s

00:02:20.000 a place where press releases or um you know different kinds of of news is

00:02:26.160 shared maybe a link to a blog post but social media platforms have really evolved and continue to evolve to

00:02:33.760 powerhouses for telling a more dynamic story than just the written word which

00:02:39.120 is what consumers want whether it’s B2B or B TOC and so figuring out a content

00:02:45.040 strategy that they can support is is is the second thing that they should look at right away i don’t know Sarah what am

00:02:52.400 I missing i will add to that to start us off 90% of users follow a brand on

00:02:58.640 social media that includes BTOC companies and B2B companies people like

00:03:04.319 a company that’s B2B they want to follow them on social media and they want to stay up to date with the latest news

00:03:09.360 from that company um so we we work with our clients to create a strategy that

00:03:14.560 makes sense everything’s Conor everything Connor is saying that’s where we start we need to know who our

00:03:20.159 audience is where our audience is active and they are on social media they might not be on you know the first social

00:03:26.879 platforms we think of like LinkedIn for example some B2B audiences are on there

00:03:32.959 for sure some might not be for our specific clients and who their customers are um they might be you know more of a

00:03:39.760 technical audience that prefers to be on platforms like Reddit and Discord and maybe it’s Instagram and Tik Tok and

00:03:45.599 YouTube those are important channels to to think about so we always start with thinking who are audiences where are

00:03:52.319 they active and then like Connor mentioned tailoring a plan and a content strategy that is unique for each

00:03:58.319 platform what you do on LinkedIn will absolutely not work with for what you want to do on Instagram and Tik Tok and

00:04:05.280 all those platforms I mentioned um so that’s really important to start off having a strategy that makes sense on

00:04:11.360 each platform but it’s absolutely important that every B2B company should

00:04:16.639 have a presence on social media it’s part of people’s day-to-day lives today they go to social media when they need

00:04:23.040 help when they have a question when they want to uh doublech checkck brand credibility um it’s a proven fact that

00:04:29.280 people want to see a presence on social media and it adds credibility to a brand so there’s no there’s no version of a

00:04:35.120 company in B2B that you would say you don’t need to be on social media like is there any situation where it’s like you

00:04:41.040 know what you’re so niche don’t even bother in my opinion no but it I don’t I

00:04:48.240 wouldn’t say that every single company needs to be on every single social media profile there’s a select few that might

00:04:55.759 work best for your audience and maybe it is something that’s smaller like having

00:05:01.040 an active um presence on Reddit to manage conversations on Reddit and

00:05:06.880 that’s you know less of a presence or only on Discord or something like that at least somewhere yes and so that it’s

00:05:14.240 just a it’s a range but I would say every brand benefits from being on

00:05:20.479 social media and from having an active presence where their customers and their

00:05:26.400 audience is it it feels like LinkedIn’s the default for B2B right now but are

00:05:31.440 people really engaging are they just lurking like I feel like there’s so much garbage on LinkedIn that I I can’t even

00:05:38.080 use it anymore like I just I I just can’t deal with it and I don’t know if if you guys face that i don’t know

00:05:45.919 i definitely face that i I I think that the the bigger question and something I

00:05:52.320 think a lot about with social media now is what are there used to be almost this

00:05:58.560 promise that if someone followed your page they’d get information right they’d get enough of your updates and the

00:06:05.520 follow would be worth something and the reason you were posting is because x% of your audience would see this the more we

00:06:13.440 move through what social media means for companies in general B2B specific is it

00:06:20.000 is a way to introduce yourself to your audience but it’s not a way to own that

00:06:25.240 communication channel i think something that’s really interesting to think about is using social media to a get

00:06:31.840 information out there right but like B what are you doing to take that

00:06:37.120 relationship and put it into um you know get their email address or build a Slack

00:06:43.840 community and get them to join it a discord community and get them to join it so social media as the appetizer but

00:06:50.960 your main course is living in another place where you’re able to um build that

00:06:56.000 relationship more fully and share information more freely the thing with LinkedIn is that it’s changing

00:07:02.479 constantly their algorithm is changing constantly and so while like Connor

00:07:07.680 mentioned historically you know you’d follow a company on LinkedIn and see their updates every day every week

00:07:13.759 whatever it may be that’s not necessarily the case anymore um what we’re finding that works really well on

00:07:20.000 LinkedIn right now with today’s algorithm that again could change any minute um is more of an outbound

00:07:27.680 engagement and community management style so we’re pushing out information

00:07:32.880 of course we have you know owned content we have announcements and press releases and webinars that we want to push out

00:07:39.520 for our clients from their own channels but also the next step is doing some

00:07:45.360 social listening what are what conversations are happening on LinkedIn that are related to our client or their

00:07:51.199 in their keywords that our client can comment on they can s we can identify

00:07:56.960 those posts add a comment on as an outbound engagement approach um we’re

00:08:02.720 finding that that it’s a much better way of you know one driving traffic and

00:08:07.840 engagement and clicks to our LinkedIn page and it’s a great way of cultivating

00:08:14.960 what people like about social media which is the two-way conversation and learning something from social media and

00:08:22.800 you know asking others finding other real people who have answers to their questions that’s what people really like

00:08:28.720 about social so we’re finding that that outbound strategy right now is working

00:08:33.839 really well with the LinkedIn algorithm um and that’s something we always recommend is in addition to pushing out

00:08:39.279 content is developing content that engages with existing content that other

00:08:44.640 people are posting and I’d say Eric you know something a question for you and I

00:08:49.760 think Sarah said that question for me that’s not Yeah well so Sarah Sarah really talked about you know the concept

00:08:55.360 of like social proof right so the last time that you opened LinkedIn you know do you remember anything in your feed

00:09:02.080 that specifically stood out and if so like was it a organic article that just

00:09:09.040 happened to be there or was it something that was in your feed because a connection of yours commented on it

00:09:16.880 liked it shared it i was just looking at that within the last 24 hours and I was

00:09:22.560 looking at the stuff and you’re like I don’t even know who this person is or what is it and you go oh this other

00:09:28.560 person that I know they commented on or they liked it i’m like I haven’t worked with that person in 15 years and because

00:09:35.839 they liked something it’s just it gets so far a field from what I’m interested in but no it’s it’s funny in the end i

00:09:43.519 find that at least on LinkedIn in particular I find that you just feel bad about yourself because like look at all

00:09:49.519 the stuff everyone else is doing everybody else is the CEO of every company and they’re on every red carpet

00:09:56.000 and they you know launched a documentary but it’s I know it’s like you know a thousand people doing all these things

00:10:01.279 and but it feels like you know one person did all these things right like here’s all the stuff you could have done

00:10:06.880 but instead you’re just sitting here you know eating a grilled cheese sandwich and you’ve done nothing in your life right so LinkedIn I I feel like I have

00:10:13.600 to just maybe it’s like the corporate person’s equivalent of like they say like you know teenage girls on Instagram

00:10:19.839 feel really bad about themselves i feel like LinkedIn is like that version for like a 40-year-old guy or something i

00:10:25.920 don’t know but I mean you make a great point and something that we do a lot is executive visibility programs with our

00:10:33.839 clients and their executives and the goal is not to make people feel bad about themselves but the goal is to

00:10:40.160 position the executive as an expert in their field so that is part of the

00:10:45.600 programs we offer in um you know developing content for them that either

00:10:50.720 promotes their company’s news their own content that promotes their thought leadership content whether it’s um like

00:10:57.959 a earned coverage piece of thought leadership or it promotes their thoughts

00:11:03.040 and perspective on something that’s trending in the industry and we are trying to put them in front of people

00:11:08.560 like you Eric and say wow this person is really accomplished they know what they’re talking about they are the CEO

00:11:14.880 of this company and that looks like a great company because this person really knows what they’re saying so that is

00:11:21.519 another element of link how do you balance the brand of the person versus the brand of the company right because

00:11:28.720 those are two different currencies and those are two different types of post regardless of whether it’s LinkedIn

00:11:35.040 whatever platform right how do you differentiate when you want to give the person the attention versus the you know

00:11:40.640 anonymous company in a way yeah a lot of the times executives we find are a lot

00:11:47.760 more comfortable talking about their company than they are about themselves regardless of what we see on LinkedIn i

00:11:54.320 think we tend to see a lot of you know people who are happy to talk about themselves and their own accomplishments and that’s great but a lot of thought

00:12:01.360 leaders in the space in the tech B2B field they’re a little bit more comfortable talking about their company

00:12:07.040 and like the news and the trends in that industry so that tends to be the

00:12:12.480 majority of our focus um but again we are highlighting the company through the

00:12:17.839 lens of that thought leader’s perspective so that we’re not missing the element of this person is an expert

00:12:24.560 and they are the CEO of this company so it kind of goes hand inand it’s focused on the company for the most part um but

00:12:32.320 it’s always tying in their perspective their expertise their take and their

00:12:38.000 thoughts on something that’s happening in the industry on something that their company is doing so that we’re able to

00:12:44.000 kind of tie in both elements they’re an expert but they lead this company how do you measure success right because

00:12:49.279 there’s a lot of metrics there’s a lot of social metrics but how do you measure that in relation to business success

00:12:55.279 that you know bottom line success for the company yeah that’s a great question

00:13:00.880 Connor well you think if we get back to the grilled cheeses real quick um something I just before we get to the

00:13:07.279 next question something that Sarah said or you know I’d like to add in there is

00:13:12.959 while it is a lot about business I mean something that I we encourage a lot of people do still be themselves right so

00:13:20.399 maybe you are doing a a grilled cheese power ranking of Manhattan and you’re mixing something fun in with all this

00:13:26.959 business talk right like you want to give people something to connect to beyond just your business or your

00:13:33.440 professional accolades so I think it’s really important to be mindful of that um no matter what kind of content you’re

00:13:39.519 producing uh for an executive and we try to give them opportunities for

00:13:45.079 showcasing them beyond the office as well um and and going from there

00:13:52.519 so talking metrics um you know it just it just depends what the objective is

00:13:58.800 right and like I think we are so we are a PR firm at heart and so what we care

00:14:05.600 about um is is getting people’s attention and broaden visibility right

00:14:11.120 you’d say okay if we’re looking at this whole like unique impressions is probably I don’t know would that be the

00:14:17.519 the best KPI across all PR Right um so we are trying to get as many people to

00:14:24.560 know about that individual or that idea or that post as possible so you know I

00:14:30.639 would think it’s it’s twofold the first is you unique impressions or just impressions in general or reach and then

00:14:38.160 the second is does it require action so is it a video view is it a click to a

00:14:43.199 website um something of that nature if we’re looking at just how to measure this across the board

00:14:54.079 no disagreements i would see if Sarah was going to be like you know I I I like to do something different no those are

00:14:59.600 totally that’s 100% accurate um I will throw in there that we love a thought

00:15:06.240 leader ad on LinkedIn so if you really have aggressive goals or big goals of

00:15:12.680 driving those impressions and that awareness or that engagement and those clicks it doesn’t hurt to boost a post

00:15:20.480 and run a thought leader ad where we can launch an ad on an executive post um

00:15:27.279 they tend to perform really well because people would much rather see a post coming from a person than a company

00:15:33.760 that’s put in front of them using paid ad money um so that is something that we

00:15:38.800 find a lot of success in to drive those metrics that Connor mentioned um you know if we’re trying to hit those those

00:15:44.880 high goals it’s definitely doesn’t hurt to run a thought leader ad what are the biggest arguments that you’re having with companies like they come in let’s

00:15:51.199 say you get a new client hey great you’re going to be our new social agency and we want you to do XYZ and you have

00:15:56.880 to go back to them and say “No that’s not what we’re going to do.” Because you don’t want us to do that you don’t know

00:16:02.000 what you’re talking about what are the arguments that you find that are the most common that you have with clients

00:16:07.519 well the first I just it’s a good question because something that we run into a lot which is really unique with

00:16:14.240 social media almost everyone has a personal experience with the platform

00:16:21.120 they think they know right they think they know I did this on this and this worked and so there’s so many use cases

00:16:27.680 you hear so many stories of someone doing something on their their personal

00:16:33.120 uh Facebook profile and you know why aren’t we tagging everyone I follow in

00:16:38.320 this post so we can get maximum visibility right you’re just like Holmes I don’t know how to tell you this that’s

00:16:44.560 not going to work on LinkedIn I mean gosh a guy could dream but um I I I

00:16:49.920 would say like there there’s a lot of just bad habits out there and it’s stuff

00:16:55.920 that works well um in small groups and personal pages that you can’t do for big

00:17:02.000 businesses and you know I I think a problem that we run into all the time is

00:17:07.520 just hey can you just throw this up right and you know there’s there’s no

00:17:13.679 there’s no energy there’s no juice behind it right like the people want a story they don’t just want a two

00:17:20.079 sentences and a link to a landing page right they want they want something more

00:17:25.280 and I think that there’s um you know we we face some push back from clients where we say are there graphics are

00:17:32.960 there is there a budget that we can use to promote this um is there a video like

00:17:38.320 what kind of assets do we have to work with with this piece of content um so I

00:17:43.760 think when we don’t have the assets it makes it hard the second part is people

00:17:48.880 are so quick to move on from something so you spend two weeks putting together

00:17:55.360 this awesome blog post and often times people only post about it one

00:18:02.280 time like why why why aren’t we using this more frequently aren’t we sprinkling this in more but it’s like oh

00:18:08.160 I got to get this other thing up and I can only post two times in one day so we get push back all the time on we want to

00:18:14.960 promote something more there aren’t rules in terms of posting too many times

00:18:20.480 in one day now um but there’s still push back on that as well um I’m probably

00:18:26.480 missing about four or five different things i’m sure Sarah’s got a few yeah what are your war stories what scars do

00:18:32.960 you have i don’t know that I have anything like really that scarring but what’s typical i What I’m really curious

00:18:38.799 about is like what is the typical like oh my gosh we have to fight this fight every single week with a different

00:18:44.960 client because I want clients to hear this and realize that you’re not the only one with this idea you’re not the

00:18:51.120 only one who thought that let’s tag everybody in the post for example or you know the number of times I can post in a

00:18:57.280 day like I’m I’m curious more the what is this everyday disagreement that that that

00:19:03.360 people don’t realize because they’re not in it every day with you i the first thing that comes to mind for me is that

00:19:09.600 a lot of people think that B2B tech social profile should be boring and just

00:19:15.880 basic business language nothing out of the box nothing exciting nothing trendy um and that is

00:19:24.799 not going to get you very far on social media those are not going to be top

00:19:30.400 performing posts that reach new audiences because what we’re really looking to do is to have a post that’s

00:19:37.280 so high performing it’s getting all this engagement that it lands on other people’s feeds and we have new

00:19:43.640 audiences reaching seeing the the post so that’s something that we have that

00:19:49.200 conversation quite a bit from my perspective of you know let’s try something new let’s think out of the box

00:19:55.440 whether it be a visual a video that’s going we know a video will perform really well um whether it be something

00:20:02.240 trendy something a little bit pop culture reference tie-in uh that can

00:20:07.840 that can really just stand out from the rest a little bit more um I think we run

00:20:13.360 into that it’s difficult to do in B2B tech obviously everything we’re saying

00:20:18.400 is you know within brand messaging and aligns with brand values but sometimes

00:20:24.400 it’s a great way to you know stand out from from the rest is being a little bit creative and um yeah a little bit trendy

00:20:33.360 i’d also say clients need to stop with XLT Twitter i was gonna say it’s really

00:20:39.520 difficult for them to share news when the platform is the news and like your

00:20:46.400 your post is going to show up in a news feed with so much garbage it’s like America’s Funniest Home Videos on there

00:20:52.640 right now like this is not a platform for serious business anymore yeah I was

00:20:58.640 going to say how do you rank the different platforms we know B2B is happening on LinkedIn but like Facebook

00:21:05.320 Twitter Instagram like I know Instagram’s a lot of influencers and there’s that kind of thing how are you

00:21:10.679 ranking most sort of likely place to find success well Sarah you you found

00:21:17.039 the most success and the most unlikely place i feel like this is this is the this is the meat right here what’s the

00:21:23.440 story sarah’s on MySpace again her friends yeah Sarah Sarah’s HTML coding MySpace for clients

00:21:30.480 that is not true i can’t imagine that um what I will say is so yes to Connor’s

00:21:38.240 thoughts on X unless you have a highly established audience there and the same goes with Facebook that is what Connor

00:21:44.720 is referring to of where we’ve recently found success for a client because they had an already established audience that

00:21:51.520 has been there for years years and years since Facebook was you know really

00:21:56.880 popular and in so they’re not a new startup then they must have been around for a while yeah they’ve been around for a while they have their audience on

00:22:03.440 Facebook and we have found success running ads and specifically lead genen

00:22:09.679 ads so driving leads through Facebook ads um and that’s because their audience

00:22:15.440 is um can be a younger crowd it it kind of can span from amateur level to a lot

00:22:23.120 more seniority expertise level um and I think that’s benefited us with Facebook

00:22:28.960 i think has a wide range of of users on there and again they already had an established audience so that is

00:22:34.640 somewhere we found success x/ Twitter is an interesting one some of our clients

00:22:40.159 do have a pretty large following on there that they don’t want to leave they

00:22:46.000 they value the people that do follow them on X and so we keep the lights on

00:22:52.240 and we continue speaking to that audience because that audience engages with our content and they’ve been around

00:22:58.480 for years um definitely if a client does not have a presence a strong presence on

00:23:05.240 X it’s typically not worth attempting to build an audience there because the

00:23:10.400 platform is so unpredictable right now um but I think that’s the difference a lot of our clients who have established

00:23:17.120 audiences that is where we would consider spending our time on that platform is it better you know how is it

00:23:25.120 when I see a company and they have some social media accounts and you’ll go on and be like 60 followers right like is

00:23:30.559 it is it better to have that on and try to keep posting stuff because it look it

00:23:35.679 looks like you’re in business or is it better just make it go away because the follower count is almost so embarrassing that you don’t want people to see that

00:23:43.520 so I don’t think there’s anything wrong with having 60 followers right um but it

00:23:50.480 does kind of signal that this is not you’re not putting much energy into this

00:23:56.400 which I don’t think you’d want to signal that to a prospect i don’t think you

00:24:01.520 want to signal that to employees uh I don’t think it looks good for a reporter

00:24:07.679 looking at your company i I think overall it just kind of erodess the vision for like you know that anyone has

00:24:15.520 of you right like it it takes away all the credibility that this beautiful website has it’s a chicken and egg but it’s like you somewhere you started with

00:24:22.000 zero so what do you do well but I will say this to the 60 followers um followers don’t really matter anymore

00:24:28.960 and so putting a lot of emphasis on your follower account is maybe one of the biggest red flags when it comes to

00:24:36.000 social media especially right now because Sarah alluded this a little bit earlier um and I I think if if I were to

00:24:42.640 do like a proper power ranking of my B2B social media platforms this would be

00:24:48.080 somewhat reflected in it it almost matters just as much maybe more what’s

00:24:54.400 happening off your channels than what’s happening on them so for me to tell you

00:24:59.840 that you know people are going to go to your channel and read all your news stuff is you know obviously a bunch of

00:25:05.520 baloney but if I were using that account with 60 followers and I were going out

00:25:11.279 and commenting on threads in the industry and engaging with material and

00:25:17.120 getting my name out there and getting people to click on links that I was posting on different pages then that’d

00:25:23.200 be a great use of that social media channel um but I think people look at

00:25:28.400 what theirs is not what their what’s going on in the greater ecosystem right uh and I I think it’s really important

00:25:35.840 to to understand that like you know social media your social media is like

00:25:41.039 the curb appeal of your house and what you’re doing on social media is like you

00:25:46.720 going to a third space and and networking and like who you are out in the wild with other people and there’s

00:25:53.120 just this very bullish idea that it’s almost arrogance that people go and look

00:25:59.360 what’s on your channel you got to bring it to them and you got to find out ways to do it and I think that there are a

00:26:05.679 lot more people doing that now and not getting hung up on their post their

00:26:12.640 following that are going out and kind of towns squaring their ideas more and

00:26:18.240 using social to do that are you guys ever recommending people buy followers i keep hearing about people like “Oh this

00:26:23.679 guy has all these followers because he bought them.” Or “He followed everybody back when you would follow someone and they would follow you back and then he

00:26:29.840 dumped all the people so he doesn’t have a real following it’s all nonsense.” Like I hear rumors of people that are

00:26:35.520 jealous about others who have bigger followings well what’s what’s really going on what year is it 2025

00:26:43.120 this is the conversation I had two weeks with somebody two weeks ago with somebody really sarah do you want to take this

00:26:49.840 sure i think the simple answer is no we are never recommending

00:26:55.159 that that clients should purchase followers um I think that we want

00:27:02.080 followers who are going to engage with our content and typically when you buy followers they’re bots and fake accounts

00:27:09.039 and not engaged followers that would potentially be a customer or a prospect

00:27:14.960 for a client so the bottom line is no we want to drive following through you know

00:27:22.240 credible avenues like posting relevant content um that community engagement

00:27:28.400 that Connor mentioned and you know generating followers that are actually interested in our content i think that’s

00:27:34.480 way more meaningful than that number on the top of the profile and and you mentioned meaningful content so a lot of

00:27:40.640 people struggle with should I post something on a consistent basis or should I wait till I have something

00:27:46.799 really really good so I post fewer but really awesome stuff like the average

00:27:53.200 content in that case is higher but it’s less of it like what would be better for a company or does it depend on the kind

00:27:59.039 of company it is i think it depends but it also is like you can have both

00:28:05.600 uh you don’t need to just like only post when you have something really big and exciting and you could also look at the

00:28:11.679 big and exciting thing and think how can I divide this up into a few posts rather than just save it for one big post um

00:28:19.919 you know there’s Sarah and I were actually talking about this earlier today is you know the big trend of you

00:28:26.159 know day in the life or like you know one day at a time day day 22 day 24 um

00:28:32.000 every single day posting something and like not every day is going to be magical but like the days that are then

00:28:38.320 people are already following along on the journey right and like you’re kind of creating this story for them to be a

00:28:44.080 part of so you know I I think that if you look at it from a macro creative

00:28:49.760 standpoint is like what are you doing to connect the dots right and if you can connect the dots with the con the big

00:28:56.240 pieces of content alone then that’s awesome uh you don’t need a post just to post anymore but you know if you are on

00:29:03.600 the platform there’s almost a bit of a handshake of like I’m going to post enough that it’s I’m going to make this

00:29:10.480 worth everyone’s time so like two times three times a week maybe that’s the

00:29:17.200 right thing there isn’t just a magic number like I got to post 10 times um and this is going to help me grow do do

00:29:24.640 you find that and and I’ll let I’ll let you answer but it’s part of do you find that people are typically not posting

00:29:29.919 enough or they’re posting too much and too much the internet needs better content doesn’t need more content

00:29:37.679 yeah yeah and what I’ll add to that is I Connor saying you know there’s not a magic number of how many times to post

00:29:43.120 each week that’s perfect but consistency is key and if you want to build a a

00:29:48.559 strong platform and engaged following you’re going to need to post consistently so that people don’t just

00:29:54.159 see one post and then never anything else and also people have really short attention spans so like Connor mentioned

00:30:00.799 breaking up big pieces of content important pieces of content into several posts and posting once a week about that

00:30:08.880 same topic in you know maybe a little mini campaign that’s a great way to present a big idea in smaller pieces you

00:30:16.720 can also do that really well with visuals so that it ties all the campaign posts together um or videos love

00:30:24.399 uploading videos to social media honestly the shorter the better less than 30 seconds is best people again

00:30:31.440 short attention span they’re not going to sit there and watch a minute long video on LinkedIn so clip it up into a

00:30:37.679 bunch of different small snippets and then you’ll get more engagement and you have a lot more posts out of it that’s

00:30:44.159 actually good content like Connor said you don’t just want to post to post is it crazy how bad our her attention span

00:30:51.520 has become you know it’s like 10 seconds i can’t watch more than 10 seconds of something right but yeah but I mean part

00:30:57.520 of this too and I would say what what a social media learning that you could take from like HBO right they used to

00:31:06.080 just or or Amazon or any of these big streaming platforms right few years ago

00:31:11.279 they used to just drop whole seasons over a weekend of a of a TV show and now

00:31:17.520 I mean they’re thoughtfully putting it out over eight weeks so you have to have the subscription for 3 months whole

00:31:23.039 other thing but they are not making their TV show be a you know middle of

00:31:29.600 January thing that everyone’s going to talk about for a week leading up to and a week following they are spreading it

00:31:36.720 out so that it is part of a two-month conversation and people are you know watching white Saturday night back in

00:31:44.080 the day that’s how TV shows right right back in the day but we got away from it we got away from it so

00:31:49.640 bad but it’s like they figured out like this cadence is better for me this cadence works and this is they adjusted

00:31:56.720 their strategy and I think that you know looking at social media that’s that’s exactly how you should be looking at it

00:32:03.240 yeah you know one thing I’ve heard from people who have had to hire social media

00:32:09.279 consultants agencies you know workers individuals for for companies right it’s

00:32:14.480 like hey I need to hire someone like a Connor or Sarah to work here and their only assessment is how many followers

00:32:21.279 does that person have on their social media account right like oh if Connor is going to come tell us what to do well he

00:32:27.440 better have a million people following him on his account otherwise he doesn’t know what he’s talking about what do you

00:32:32.480 say to to a company that that thinks in that way i spent all my time and my

00:32:37.600 resources on my clients yeah i’m on social media all day on my

00:32:43.120 client’s pages not necessarily my respectfully i think the best social

00:32:49.039 media managers they they would tell all tell you the same by the time the day ends I I the last thing I’m doing when

00:32:56.080 my when on my free time is logging on to social media i’ I’ve been on it for

00:33:01.440 eight hours there’s I’m just a human you know yeah yeah no that’s I think about

00:33:06.960 that with um what does it say like the the cobbler’s kids have no shoes right or it’s like you know that the guy that

00:33:13.279 gets the haircut but he’s getting the hair the guy with the good haircut’s the one getting it from the other guy you know it’s it makes me think about that

00:33:20.240 but but you you referenced there’s too much content as it is already we less of

00:33:25.679 it but with AI now not only we can get text content you can do video content now like what do you two think about

00:33:31.840 when you you probably hear companies say “Oh I don’t need to hire you guys like I can just do AI i just put AI content out

00:33:38.080 there and and that’s going to be my social because I got algorithms i got you know chat GBT can give me AI content

00:33:45.519 that fits every kind of platform you must be fighting this on an uphill battle right now.”

00:33:53.600 Yeah uh listen Sorry that was a big story yeah I know i just I need to I need to clear my head and get my

00:33:59.600 feelings out i know that I think I have therapy after this not during this right um so you know AI

00:34:07.079 is who knows i I don’t know what the future holds but I know that for social

00:34:12.800 media specifically and for content specifically um you know we need thoughtful content and part of social

00:34:20.079 media and we forget this all the time because slowly but surely your friends and family’s photos evaporated from your

00:34:27.280 timeline and no one’s you know no one no everyone kind of understands at this point oh it’s cuz ad money or you know

00:34:35.359 may maybe you see the the photo of your cousin getting married i don’t know um but so much content is being put into

00:34:43.280 your feed by by brands and people that you don’t know um but the the very little that you do know about it you can

00:34:50.320 somewhat trust that at least it’s human generated content and you know there’s

00:34:56.159 there’s a little bit of that social handshake of I came here to interact with people um I didn’t come here to

00:35:02.960 just be fed content even though that’s really what a lot of social media feels

00:35:08.000 like now and you know there’s there’s the dead internet theory which I won’t put on my tin hat um this is um just

00:35:15.839 that I want to hear about your tin hat and your and your dead internet affair with that so it’s not mine i don’t own

00:35:21.839 it but I do subscribe to the idea that you rent a tin hat yeah

00:35:27.880 exactly um most content on the internet within the next two years um I I think

00:35:33.839 the estimate is about 90% of content on the internet will be um at at least

00:35:39.359 partially AI generated and you know it’s more important than ever in my opinion

00:35:46.000 for us to remind humans why they’re logging on and they are logging on to

00:35:51.839 you know have a a piece of content that’s thoughtfully served to them by

00:35:57.119 another human i almost want to like sign like graphics or posts like produced by

00:36:04.079 and put my name with it so that folks know that this is actually a human being

00:36:09.359 trying to make this bad joke about you know this this B2B tech software because

00:36:15.040 you know sooner rather than later I mean you see it already like do you remember the Minecraft videos that just have AI

00:36:20.960 voiceovers telling you a story about a murder in this small town in Missouri

00:36:26.160 and you’re like well I guess I listen to this but it’s like that’s that’s not even a human right uh we we need to be

00:36:32.560 protective about how much we’re using generative AI specifically to interact

00:36:38.720 with humans especially if we want them to be interested in our products if we

00:36:43.920 can’t put the time into producing content that speaks to them we are using

00:36:49.920 AI to generate our talking points our collateral um and just how we how we present

00:36:57.119 ourselves online then how how are we asking for their attention how are we how are we building a relationship if

00:37:04.240 we’re only using AI to do it yeah I I will add you know it’s really

00:37:10.160 important to us that our social content and our social posts sound authentic and true to our the brand’s voice and

00:37:17.839 there’s a lot of nuances that sometimes go into brand voice and messaging and

00:37:23.599 one word that we can say and should say and one word that we shouldn’t say and please stay away from so those kind of

00:37:30.079 things are another element that is relevant with AI and and that’s why we

00:37:35.760 are writing our posts so that they are authentically coming from a human voice

00:37:40.800 and that they are 100% aligned with the brand messaging that our clients are

00:37:46.320 looking for how much do you use AI in your jobs right now

00:37:52.000 probably like 10 to 15% i mean yeah most common use for AI for me is maybe using

00:37:58.400 chat GPT before a a call with a client or a prospect to kind of do a quick

00:38:06.000 audit of what they’re up to uh it saves me time doing that and produces good results um but other than that fairly

00:38:15.040 limited yeah not using it to help write or edit or come up with copy or anything

00:38:20.560 like that or or not to be admitted on screen never never writing never writing social

00:38:28.320 content or anything on behalf of our clients or on behalf of us as people i

00:38:33.920 would say um yeah from my perspective it’s really mainly for research it’s really helpful with competitor analysis

00:38:41.599 and listening for social we do a lot of oh hey like what are my competitors

00:38:46.880 doing on social and that requires without AI that requires a lot of manual digging of let me put this competitor

00:38:53.599 and scroll through their LinkedIn feed there’s not a quick way that’s you’re using it as if the way we used Google search when it first came out like using

00:39:00.240 it to aggregate I think I like writing why would I want AI to write for me

00:39:05.839 writing is I like writing I think there’s a lot of people that don’t like to write y I think those people might be

00:39:11.599 using That’s fine super interesting guys this is this is

00:39:16.720 fascinating with what’s going on these days so before we go you know from each of you what’s one advice you know for

00:39:23.320 clients prospects even you know for companies one thing that they should be doing and one thing they should stop

00:39:30.000 doing what what would you say each of you i’d say that what they should stop doing

00:39:35.599 is overthinking there is this perception to everything

00:39:41.040 on social media always has to be perfect and I’m not saying that you should per purposely put a typo or spell something

00:39:48.560 wrong on any social media post but but at the end of the day if you’re putting

00:39:53.720 out what 390 pieces of content every year and

00:39:59.839 there’s one typo it’s not really that big of a deal sometimes those get more engagement because people are like

00:40:05.680 correcting the the the error right so it’s like you know yeah I get it in a perfect world everything is going to be

00:40:11.040 great but stop overthinking like it’s it’s the internet it’s not this like perfect harmonious place um and

00:40:19.640 then what was the first part of this one thing they should do one thing they should stop doing yeah okay one thing

00:40:25.359 they should do is just just take a break from posting

00:40:30.480 about holidays no one no one need no one needs to no

00:40:35.680 one needs a thanksgiving post from a B2B software company or like you know when you get those texts from like the

00:40:41.359 dentist and a doctor I went you seven years ago like happy birthday like what am I going to do yeah like thanks you

00:40:48.400 know see you see you in four months it’s always like no reply yeah

00:40:54.200 right cringey right posting about normal holidays unless you

00:40:59.440 have a really creative tie like unless Unless it’s the national day of the

00:41:04.640 animal that your logo is and like you can do something silly and interesting

00:41:10.880 around that um it has to have some sort of creative tie i guess tie is going more for general holiday fourth of July

00:41:19.119 from you know so Connor’s like don’t talk about real holidays and ceremon you

00:41:24.160 can talk about fake holiday yeah fake holidays are totally fine use the fake ones to your advantage because there’s

00:41:30.000 sometimes some good ones in there that are really relevant for Sarah first name

00:41:35.040 day or whatever I’ll be posting all about that um

00:41:40.760 my stop what you should be doing is forcing platforms that aren’t right for

00:41:47.760 your brand or your audience so like really trying to make Facebook work or

00:41:53.040 really trying to make Instagram work for example um I think like you need to have a clear strategy and like a way to

00:42:00.400 support that strategy we know something like Instagram Tik Tok are very visual focused so if you don’t have the visuals

00:42:06.960 to support it that’s okay put that energy into a platform where you’re going to see more ROI and more

00:42:12.880 engagement um and my start doing or do more of is consider additional avenues

00:42:19.760 for social media growth awareness engagement such as leveraging thought

00:42:25.560 leader profiles on LinkedIn so looking at some of your executives and how can you use their profiles to spread

00:42:32.720 awareness for your company and for them as people um and then as well as things like that outbound engagement strategy

00:42:39.839 and commenting and considering other platforms youtube is a really great platform that doesn’t always get looped

00:42:46.000 in with social but really strong platform to be active on especially if you have the visuals and video element

00:42:52.319 um so consider other avenues like that i’ll throw in influencers as well influencers are another great way to

00:42:58.480 build brand awareness and engagement through that third party credible source

00:43:03.839 awesome eric can I do a bonus one oh bonus one yeah of course okay just just

00:43:09.680 thank your if your company has a social media manager go and thank them they probably mostly get noticed when

00:43:16.000 something goes ary but you know just go ahead and say thank you they they would

00:43:21.599 love it i promise they probably in one of those jobs where the only feedback they get is bad feedback yeah exactly

00:43:28.319 yeah that’s a good one that’s Sarah Connor this was super cool thanks for the time today thank you thank you

00:43:35.910 [Applause] [Music] thank you to my guest and thanks for

00:43:41.040 listening subscribe to get the latest episodes each week and we’ll see you next time [Applause]

00:43:46.710 [Music]