0:00
Olivia Messina
Hello, everyone, and welcome to our webinar, how to build a winning B2B social strategy. I'm Olivia Messina and I will be your host today. I'm so happy you were all here. And for those of you who are new to Oktopost and what we do, Oktopost is a B2B social engagement suite. And what that means is social media management, employee advocacy, social listening, social advertising, and comprehensive reporting. And before we get into the introductions, I do just want to remind everyone that this session is recorded and everyone will receive a copy after the show. And with that, Jordan, I'm going to pass it over to you to introduce yourself and your company. Then we'll pass it to Marioli, and then we'll go ahead and kick off.
0:40
Jordan Tennenbaum
Sounds good to me. What's up, everybody? I'm Jordan Tenenbaum, the social media manager at Soligo. We are about a 750 employee iPass company. IPASS stands for Integration Platform as a Service. So if you have two pieces of software that need to talk to each other, we automate the flow of data between those two pieces of software. I've been in the social media game for quite some time. Super happy to be here. Thankful to Olivia and Oktopost for hosting me. I have two small dogs and I like to collect plants. And I'll pass it to Marioli.
1:13
Meryoli Arias
Yes, happy to be here. Hey, I'm Marioli Arias. I'm the senior social media and community manager at Apollo. Basically, Apollo is a data intelligence and sales engagement platform. What we do is we make go to market simple and smart. Yeah, I'm the senior social media manager and I manage all our social media accounts. Happy to be here and thank you to Oktopost for having me.
1:39
Olivia Messina
Of course. Thanks, Marioli. Look, I've gathered you both here today because you're both leading very impressive social functions. And I swear, I cannot scroll my LinkedIn feed without seeing either one of you named on either top B2B social media managers to follow or B2B brands that are crushing it right now. And what you're doing is really impressive. So I'm really honored to have you both here today. And I thought we could really get to the heart of how you're actually building out these strategies and the tactics that you're using. So everyone buckle up. We're covering all things social strategy. And I thought we could really start with setting the foundation, because a lot of the conversations that I'm having with other social media managers who are sitting down to craft a strategy, the first question that comes to their mind Is okay, where should I build this? Should I be utilizing slideshows? Should I do a Google Doc? Should it be in Excel? So I'm going to throw this out at both of you guys. Where do you build out your social strategy and once it's built, where does it live so that key stakeholders have visibility if you give them visibility.
2:45
Jordan Tennenbaum
You want to start with this Marioli and I'll jump in right after you.
2:48
Meryoli Arias
Yeah, I can take it first. Where do I build it is whatever I feel the most comfortable, I think you should do just you should go to a place where you feel comfortable building in general. But then what I try to do is basically to adapt to the language of the company. Whatever the company uses is a place where this strategy needs to live on. Because, you know, you want other people to. In my case, I want other people to access it and know what we're doing. So in my case, particularly my current role, we use Notion and it has a very sick feature of like calendar view that allows me to create the post and have like a very cool calendar view of everything that I've posted and I'm going to be posting. And also it gives other people visibility so they know basically not only the social media strategy, but they can even access my calendar. And I love that.
3:46
Jordan Tennenbaum
What I will throw out in terms of where to build a strategy, I think being comfortable is incredibly important, but also meeting stakeholders where they are. And so that could be in Monday, that could be in Notion, that could be an Asana, that could be in Slack, it could be an email, it could be even over text. And every single person at your company is going to feel comfortable with a certain tool or medium to, I guess, aggregate social content. And so you kind of, at least in my opinion, I want to be able to meet people where they are and make it easy for them so that they feel comfortable sending me a new product, released photos from a conference. No matter what it is from there, I like to take that kind of widespread of, you know, 10, 20 tools and kind of combine it into a Google Doc. I'm not as advanced, I don't use tool like Notion. But a Google Doc is kind of my like ultimate brainstorm tool where I'm pulling ideas from all these other sources that I mentioned. And then in terms of stakeholder visibility, I'm not going to tell folks what to do, but it really depends on you, your company and your relationship with your leaders. For me, my managers don't necessarily micromanage every single thing that I do. And again, I'm not saying they do to you Marioli doll, but there's no one like going into my calendar and double checking or making sure that I do this, that and the I just have frequent meetings one on ones check ins with my director and VP in the marketing space and as long as they're being told what's going on as they're being, as long as they're being communicated with clearly, effectively and frequently then they kind of let me do my thing 100%.
5:30
Meryoli Arias
I would like to add that, yeah, it definitely is what works for you in my case. Not only I'm not like micromanage but I give visibility because this is basically part of my DNA as a social media manager and I would attribute part of the success that I've seen with my accounts to it. I give full visibility to anyone in the team because I basically open a conversation in the company. I always say that I think of social media as a window to the company, to the things that are going on. And that's why I like to give visibility because basically I allowed any team in my company, I'm talking about more than 400 people now, to, you know, raise their hand and say like hey we, this very cool thing is happening in our team and I think you could, you could talk about it on social media and then the decision is mine. But they know what's going on and they know that they have that window to talk about the things that are relevant to the company.
6:29
Olivia Messina
Yeah. What I'm getting from this is you both, you, you value collaboration and I think that's key as a social media manager. And Jordan, I too am a fan of the Google Doc and Mariel, I really like that you called out speaking their language because I think that is really important and a skill that social media managers, we know how to hone in because we know how to speak to our social media audience and we know how to hone in and speaking to different audiences. So I'm really glad you called that out. And now that we have a few ideas of where we might be able to house this strategy, I want to get into the key elements to include and I'm going to throw this out to both of you again. Say a social media manager is sitting down and crafting a strategy tomorrow. What are the key elements that they should include?
7:15
Jordan Tennenbaum
I have six that I think are pretty simple but incredibly important. Consistency, education, entertainment assistance, community and humor. That's by no means every single thing that you should consider when creating a social media strategy from scratch, but I think if you can touch on all, all of those things. Consistency, meaning posting very often. Education, teaching people about your product or the industry that you're in. Entertainment, making people, you know, have fun or smile or laugh. Assistance, helping them, whether that's with a product or to learn something. Community, helping everyone feel included. And then humor, a little bit similar to entertainment, but just making sure that people laugh every once in a while. If you can do those, you're well on your way to starting a solid social media strategy. Beyond that, kind of a more technical approach is a lot of AB testing and just making sure you know what works and what doesn't. Some posts are going to flop consistently, some posts are going to hit consistently, and being mindful and AB testing, which do well and which don't will kind of allow you to take those six principles and really refine them. And then the last, I guess element or I guess, I don't know, overall thing that I like to focus on is just keeping it human and keeping it social. Like, you want to talk about things that people care about, you want to write the way you speak, you want to engage with people on a very human level. And if you can do that across those six principles, it's pretty hard not to succeed.
8:52
Meryoli Arias
Love it. I think I took a different turn with this question and I was thinking of, um, at least how I've been doing it. Um, I used to work for this agency where we had like, basically new clients every week and we had to like craft strategies from zero. And I always took it back to basis. Um, it was first figuring out like what were the business goals. And I think this is very important for social media now. So social media managers nowadays, because one of the big challenges that we have is probably proving or worth. And it's very sad to say, but it's a reality. We need to keep thinking about that and showing how we are adding value to the company and the company's goals. So the first thing that I would look up to is the company's goals. And then I would start doing like the traditional marketing approach, internal analysis, external analysis. I would go and take a look at the reality of my company. What are my assets in the company, what can I do, what's the message that we have? And then I would take a little look at, at, you know, what's happening outside with the buyers, with, you know, potential partners and other stuff that are more external. And then I would take a look at company values and I'm, you know, I've been preaching about this for a while. Now, I think that everything that you create from a company account needs to reflect that, needs to reflect the company values. And from this four little aspects to look at, I would say that you can start creating, like, content that's educational, that's fun, that would keep your audience engaged, but as long as it reflects the reality of the company and the market,
10:35
Olivia Messina
yeah, definitely. I think with what you both just said will help everyone tuning in really build out that comprehensive strategy. So I really appreciate that. Marioli, I want to throw this next one to you and I want to hear your take on this, because I know you are active on multiple platforms. So how do you go about. How do you determine the right social channels to prioritize and what factors really go into choosing one or two primary platforms versus maintaining a presence over multiple secondary channels?
11:07
Meryoli Arias
Yeah, I think Jordan with the first question said something very, you know, accurate. For this is like, meet your. He said, meet your stakeholders, but in this case it's meet your buyers where they're at. And this is, you know, this is a big thing for marketers in general. So basically how I choose which channels to prioritize is basically the ones where I can find the most of my audience and where they're more inclined to take the actions that I want them to. And having said this, I, you know, each platform has, like, different languages, you can call it that, or different missions. And, you know, it's not the same mood you walk in Instagram as you walk in on LinkedIn. It's not the same type of content, but also it's not the same mindset. So it depends on your goal. When it comes to B2B, we know that probably LinkedIn is the biggest one, but when it comes to evaluating which one should I be prioritizing if I'm already active on all those platforms, the way would be basically to take a look which one is the most successful when it comes to my business goals, and that's where I should be giving the most attention. But having said this, I think the big brands are actually in different platforms. And I know we probably don't have the big teams that these companies have, but I always think of what's the next best thing that I can do to make it look like this or be like this. And if you have resources and time, try to be on as many platforms where your ideal customer is at as you can.
12:45
Olivia Messina
Yeah, I completely agree. And I've always thought of it as it's better to go all out on a couple of channels where, you know, your audience is already engaged, then try to maintain a presence across all of them when it's kind of like a half baked strategy. So I'm really glad you highlighted that because I think it's really important. And Jordan, I want to throw this next one to you because I know from our podcast recording you have a pretty solid system in place and this kind of feeds off of our last question. So do you take a specialized approach to strategizing and creating content for each social channel or do you have one overall overarching strategy that kind of leads down?
13:27
Jordan Tennenbaum
You know, this is a great question to build off what Marioli said because, well, for a few reasons. But to answer the question, I think you, you absolutely need a specialized approach, especially for your channels that are the most powerful in terms of activating your users. So it's legal. For example, I'd say our most powerful channels would be, number one would be LinkedIn. We have by far the most followers there. And secondly YouTube, where we're able to create really interesting, engaging video content and of course reshare that to places like LinkedIn. So I think for those two specific channels, it does really require a specialized strategy where you're thinking about your audience, you're thinking about what they care about, you're thinking about what they want to see. Four channels that are slightly less important. And it's going to be different for every company. At our company, Facebook and Twitter are not terribly active or important. We still want to make sure that we have a presence there. But those can take a little bit more of a generalized approach where, you know, maybe you're reposting some content, you're have maybe lower effort posts or content. But it really does depend on the company because some brands, particularly B2C brands, are very powerful on Twitter or Instagram versus LinkedIn. And so every single brand is going to have to do something differently. But for me, we definitely take a specialized approach for specifically LinkedIn and YouTube and then we have more of an overarching strategy for Twitter, Facebook and Instagram. You know, there's a few other social channels, Reddit, Stack Overflow, Quora, that we are on, but those are still in development. So kind of a little bit of both. Yes, specialized, but also sometimes generic depending on the platform.
15:11
Olivia Messina
Yeah, I completely agree. And I think for all the social media managers who are maybe working as a one person team or you have a very small team, it can be kind of daunting a little to see these massive companies having these huge presences on every single social channel. So this is Just to say, we see you small social teams, like, you're doing great and it really does take a lot to have those presences. So I. Kudos to all the social media managers out there. And Marioli, I want to throw this one to you. And I think this is kind of where social media managers could get stuck when it comes to the content. They could either have a lot of content coming from their content team or maybe not enough. And I think it's kind of a challenge either way. So how do you determine what content specifically makes it to the corporate feed? And do you have social content pillars or does your content align with the wider marketing plan? And how much input do you give stakeholders if you do any? I know it's kind of what we talked about earlier, but I'd love to hear your thoughts.
16:17
Meryoli Arias
Yeah, I mean, like I said, I like to give my whole team access to what we post on social media and they can give me ideas or suggestions about the type of content they want to see in there. But as part of my strategy, we do have content pillars for each platform. We have the different topics that we gravitate around. We have the topics that we like to talk about as a company that are relevant to what we sell or what we are. Having said that, I always like to. To have a little space for being spontaneous. I guess part of our job is also to keep up with trends and the conversations that are happening culturally, too. And I think that's very important for social media, especially in B2B, because I think too many people think that B2B needs to be boring, and it's just not true. But I would say that if you are building a content strategy for social media, think about content pillars. That's going to make your life way easier, and that's gonna guarantee that you have, like, different types of content and different types of topics that are being discussed on your. On your page. I see this mistake a lot by many people in the B2B space that they keep talking about the same thing and the same thing. And that's like. I think there's a moment where it keeps. It starts getting, you know, like, repetitive and you need to, like, add some variety to it. And that's why I would say content pillars are important for your strategy.
17:47
Olivia Messina
I completely agree, and I know everyone else listening in might be thinking the same thing, but could you share a few examples of what your content pillars are? You don't have to get too detailed, but just so we have an idea of, like, what that actually kind of looks like in practice, I like to
18:03
Meryoli Arias
think of as, you know, the content pillars for me are topical. So in my case, we sell to sales and marketing teams. So are the topics that are related to that. For example, in my case, we might talk about data, we might talk about like sales, life in general, sales tips, you know, the type of content that is important for them. That could be like different content pillars. But I always also try to add a content pillar that's more like relatable in general for the audience, for example. And I think this is a big trick, particularly for LinkedIn. I had this conversation with my executive at LinkedIn. And you know, where you find success with LinkedIn is talking about, like, you know, your product, your company, but also the culture and the people that are in it. So I kept that in mind when I built my content pillars. Like, okay, they are interested on knowing about, you know, the product, what we do, and the type of conversations that are relevant to us, but they also want to know about the company. So that would be another content pillar. And I would call it like, at least on my mind, it's like cultural content pillar. Yeah, we talk about company culture and, you know, maybe, maybe your company has like social responsibility programs or maybe your company also stands for something in particular, diversity or whatever. You want to talk about that and you want to make that part of your content pillars too.
19:28
Olivia Messina
Yeah, I agree. And you know, it always comes back to that. People buy from people, people buy from people they like and we're all human at the end of the day. But, and I, I've seen that here at Oktopost that our company culture, content often is very high performing in terms of engagement. So. Yeah, I completely agree. I think we, we lost Jordan here. So I'm just going to move on to the next question I have for you here. Marioli. I was going to throw this out to the group. So we know that our content plan is important, but if the content is not reaching the right people or landing at the end of the day, then it's really not serving its purpose. So I'd love to know from you what proven tactics and best practices you use to amplify the reach of your content. Are you using things like employee advocacy or maybe a hashtag strategy? How are, what are you doing to make sure your content lands in front of the right people?
20:25
Meryoli Arias
Yeah, I'm going to take you back a little bit on how I see social media and how I see social media success. In my mind, it works like this. I have like three big circles where it is like, you know, the company account, then the internal stakeholders. This means my. My employee advocacy program. This means my employees and then the external, which is like your partners, influencers, you know, people who are even customers. Like UGC would be part of this other circle. So I think amplifying your voice on social media has to be the result of the combination of these three circles on my mind. That's how it works. So you need a very strong company presence, and then you need to take a look at your employees and think them as people who can amplify that voice. This is a very important topic, especially in this last, like, I would say three years where we've noticed that company accounts don't have the same reach. And it makes sense for the platforms. They're selling ads and of course they want, you know, they want creators to be humans and then companies to pay for amplification, and that's okay. But when you think about the reasoning behind the platforms, you start like, developing your own strategies to kind of not fight, but aligned with that. So I would say yes, we. At least the way I see it is you need to empower your employees to be advocates. You need to give them the resources. How I do it is not very prescriptive, but it is like we create the content from the company, from the company account to show them the kind of topics that we want to be talking about. Then they start engaging with it. And then, you know, you start also showing them that you could see success on social media. Like, when you start building that hype, they. They start getting excited about it. I like to make it, like, very, like I said, I'm not very prescriptive about it, but I've seen this happen as an effect of, like, you know, like, interacting a lot and having a very strong company presence. Then people just organically start saying, like, hey, I can. I can do this too from my personal account. You know, like, I could be talking about this. They feel empowered because they now know the type of topics they could be talking about. Because I feel like that's the biggest blocker for employee advocacy. People who are thinking, like, what if I say something, you know, that's not good.
22:50
Olivia Messina
Yeah.
22:51
Meryoli Arias
Then when you start, like, leading by example, they start doing it. And that's how I see employee advocacy. But yeah, if I were to give, like, advice here. Yes. Empower your employees to help you amplify customers. It's huge. It's really huge.
23:07
Olivia Messina
Yeah. That is something that I've seen you do at Apollo in your previous company. I think you do that really well. And it's kind of like this effect, and you can tell that the employees that are sharing content on social, it's very authentic, and it's really coming from the heart. And they're taking pride in what they're sharing. And obviously you are leading that charge and creating that environment for them to engage and share on social media. So I commend you for that. And I think that's really incredible, what you've built and how you empower everyone in your company to embrace social. But, Marielle, I do have another question for you, because, of course, as social media managers, we need a way to demonstrate that what we're doing on social and our initiatives are impacting the business in a positive way. So I would love to know how you go about connecting your social media goals to broader marketing and business goals.
24:07
Meryoli Arias
Yes, first, my social media goals are totally related to the business goals. This is how I see it. That's the ultimate goal. I have, like, the OKRs that are, like, more related to business goals, and then I have my own goals that are more related to social media. This is where, like, you know, metrics, like impressions and new followers and those that too many people call vanity metrics, but they show you that you are on the right path. That's also true.
24:37
Olivia Messina
Yeah.
24:38
Meryoli Arias
So, yeah, the way I do this is, of course, I have, like, my be my big okrs. I do those quarterly, and then I have my own goals, which could be like, weekly or monthly. Honestly, I'm a little bit of a psycho when it comes to this thing, so I would know at all times if I'm walking on the right path. It's not like I check every week. It's like, I know every day.
25:00
Olivia Messina
Yeah.
25:00
Meryoli Arias
So, yeah, I would encourage people to have, like, broader goals that are related to the business goals where, like, like, you know, like you just said, we need to prove the worth to executive. We need to. Sadly, that's the reality of social media right now. But when it comes to other. You can call it smaller, but like that, the talk directly of social media success, I would go like, I would have goals like weekly or monthly.
25:31
Olivia Messina
I love that. Thank you. All right. And this is another question that I have for you as well. And I think that this is where a lot of social media managers would really appreciate the advice here when they're. Because I know from conversations with some other social media managers actually sitting down to write out these goals and craft them and make sure that they make sense in their eyes. For social media, the function itself, while also making sure you're contributing overall to the business. What tips do you have for developing those smart KPIs? And you already kind of answered the cadences, but when the, when social media managers are sitting down to craft those KPIs and SMART goals themselves, what tips do you have for them? And if you could share some examples, that would be super helpful as well.
26:18
Meryoli Arias
I think my main take here would be, you know, I think the big challenge that I've seen is probably how to make this realistic, because too many times it's about like, oh, I'm gonna think of a number, and then I'm gonna just throw it in there. Yeah, my big advice would be to go and check your record, check what's being done, or a little bit of a benchmark, and from then on, like, set realistic but still very ambitious goals and go after those. One of the reasons why I like to set goals this way is because it motivates me. Like, when I'm very ambitious, I, you know, like I said, I'm a little bit of a psycho. I like to, you know, know how I'm pacing all the time. But, yeah, I think it motivates me. Like, when I have a goal and I know I'm not gonna meet it, I just, you know, put my feet on the gas and I just, you know, try to figure out other ways to get there. And I think that's. That's been a key factor on, you know, the, the success that I've seen on some of my previous roles and my current role too. But I do want to say something here. I. I don't know if I have like a, you know, when it comes to. To KPIs and goals is very specific to every business. Biggest advice is obviously to keep, you know, the business interest in your heart. Know that you need to create goals that align with the biggest goals, you know, with the business. You know, because we talk a lot about engagement and comments and likability, which adds up to success in the business. But, you know, like, like you just said, we need to prove that. So one big tip that I have is to think when it comes to B2B particularly, I always talk in terms of influence pipeline because, you know, I've seen this problem happen in previous companies where it goes like, oh, we're getting all this traffic organic, and you go like, organic. So people found out just like in the air about the company. And it's not. It's really too many times, it's about the work that's been done in social media. And that's one advice that I would give, you know, like educate executive and leadership in your company about the worth that it's probably not, you know, it's not trackable but it's still important. So that would be my take when it comes to like KPIs on how to achieve those.
28:45
Olivia Messina
I really like that you highlighted going back and looking at past performance because social media really is unpredictable and you can't control every aspect. And earlier I know someone mentioned social media posts flopping, which I think you're not a social media manager until you have a post flop. So I think it is important to look back on past performance but also zoom out and look at how you're growing quarter over quarter, year over year. Because sometimes when you zoom in it might not be, you might not be able to see like the direct like growth and success. But zooming out and seeing over the years and over the quarters, I know that for me has been helpful to be like, okay, yes, that post flopped, but we are engagements, we have more than we had last quarter and more than last year. So we are, you know, we're growing, things are going well. So I, I, I completely agree.
29:36
Meryoli Arias
100 like you, how do you say in the US you hit the nail on the head? It's something like that.
29:42
Olivia Messina
Yeah, okay, you did that.
29:46
Meryoli Arias
It is like that. Sometimes we're so focused on the day to day thing and one single post that flopped and, and we don't see that even that plot added to the bigger, the biggest, you know, the bigger picture. And I think it's very important for social media managers to take a look, you know, like take a step back and see all the things that you've done. Because one post does not define your whole strategy. And we all have like one post that is, that doesn't work. And you say like one post a month. I have like flopped like every week.
30:16
Olivia Messina
You know, it's not like, yeah, it happens, it happens.
30:20
Meryoli Arias
It's part of the job.
30:21
Olivia Messina
Yep, absolutely. Well look, we are going to shift to the Q A now so we have some Q A questions pouring it in the chat and the Q A section. So I'll, I'll start off with one here from Maggie. When it comes to the volume of posts, quality over or quantity. I know we want every post to be high quality, but does it help to post more than once a day for algorithmic preference? Excuse me, for purposes. So I'll start off here. Now Marielle, if you have something to add. So for me like, as a social media manager, what is most important to me is our audience and providing them with value. So that is always what I'm trying to do. I do try to post once a day on LinkedIn and that is my goal. But there is sometimes where silent being, being silent, or a purposeful pause is necessary. And if you maybe don't have something valuable to share, then maybe you don't post something that day. There's so much noise on social media. So if, if you don't have something valuable to say, maybe don't post just for the sake of posting, because that's not really going to help your audience or your goals at the end of the day. So that's, that's my thought on it. But Marielle, I'd love to hear your take.
31:36
Meryoli Arias
Mine is a little bit scandalous, I guess. I don't know. Exactly. That's the right word. The right word. I would say both.
31:47
Olivia Messina
Yeah.
31:47
Meryoli Arias
Because I, I would. You know, I would agree that we need to be posting things that are going to be valuable for the audience, but sometimes too many people just focus on that and you stop testing things because you think, oh, this is so trivial, or people are not going to care about that. This is not super valuable content. And sometimes that valuable that, not so valuable content. You know, I don't know who defines that, but whatever gets you closer to the audience in ways that are probably not like, oh, I'm educating these people so much about my tool or my, you know, or what my company does, but I'm connecting and too many people will remember you for that. I think I read a study, probably a more updated one now, but like a couple years ago that said, like, you need to be exposed to a brand eight times to actually recognize the brand.
32:39
Olivia Messina
Yeah.
32:40
Meryoli Arias
So you just keep thinking about, like, the amounts of touch points that you could be having with your audience in order for them to remember you. And I think sometimes that's quantity, that sometimes that, oh, I keep seeing your brand on my feed, like you just said when we started this, and some others gonna be like, oh, they posted this really good post that I'm referencing for my next. Next conversation in business.
33:04
Olivia Messina
Yeah, you know, absolutely.
33:06
Meryoli Arias
So a little bit of both. I would say that for every question that we've had in this, it depends. It's just the main answer.
33:14
Olivia Messina
Yeah, absolutely.
33:16
Meryoli Arias
Yeah.
33:17
Olivia Messina
I think, because when you think about it, practically not every single person that follows you is going to see one post that you post that day. So if you're posting more frequently and being consistent it makes sense that more people would have the chance to see your content. So I agree. And I actually have a question here that's directed specifically to you, Marioli. Vanessa is asking, how are you presenting metrics and what are you using to present and what metrics are you presenting to stakeholders? I believe.
33:53
Meryoli Arias
Well, there are different specifically, I have an approach per platform, so I have my own metrics per platforms that we care about. But like I said, it always goes back to the business goals. So a big one for me is probably influence pipeline. Another one for me, and this is probably, you know, it's not as traditional, I would say. I take a lot of pride in collecting all the type of, all the, all the subjective feedback that we get. Like the type of hype that you create when you have someone who's a customer and they love what's happening so much with, you know, the brand and everything that they post about you, that's just like, that's a huge metric. So I go a lot of, you know, I, I try to track the UGC content and see what's being said. So a little bit of social listening, how to track that. I always go like, we had this amount of mentions, this percentage was positive. And yeah, I try to do that. When it comes to other metrics, of course, I think like, I think that growth, obviously adding new followers, it's an indicator of success. I think that. I think every business wants new customers. We want new followers too, because new followers give you the opportunity to be exposed to potential buyers and also more potential buyers because, you know, so followers is a huge one. Impressions is another big one. And video views are like my main three. How do I present this, this leaf in Apollo? Like I said, we have like visibility to goals and okrs, so anyone can access that. I keep updating that every week.
35:48
Olivia Messina
Awesome. That's amazing. Thank you for sharing that. I have another question here from Leslie. How do you balance the B2B marketing strategy and requests from recruitment to blend the audience of future employees on social with your sales audience? So this is something that I also think a lot of us are familiar with. Working in social, you get a lot of requests from different departments. And I know for me, I always try to find a way to make it work because I know all of these things are important. So I'm always trying to find if it maybe isn't something that is fit for the LinkedIn feed, maybe I'll put it on Twitter or maybe I will put it on Facebook or maybe I'll put it on the employee advocacy board. So I always try to make things work. And this is where I think also social media managers, I think in the past couple of years we're getting better at setting boundaries in the sense that we are running a social strategy. And you, it's not okay to just be like, hey, can you just get this out on social today? I think a lot of social media managers feel that pain. So I think setting some boundaries and having a social requests form or things like that really help with those last minute requests because we do need a seat at that table and we do need to hear about these things from day one so we can really show up on social media and bring whatever value from that post to our audience. So that would be my take.
37:10
Meryoli Arias
Yeah, mine would be. I agree boundaries are important, but when it comes to helping other departments to find potential employees, I always like to go back to the content builders. It's just like, talk about your culture, what's going to bring people to your company, know what your company is about. I think we, yeah, you know, in the last years, workers, we became a little picky, I would say, especially in tech, we're like, oh, I'm not going to work for that company, you know, because they don't have X and Y. So showcasing your company culture could be a huge asset for this. And that's basically my biggest take. Like, you know, talk about the people that work already in your company. This is a big part of my strategy to like show the faces of people who work in your company and talk about the culture, what it's like to work at, you know, this company. So that, that way you're going to attract people who are looking for a job or are just like following. I follow a lot of companies because I admire what they do. Like, I have like a lot of companies that I go like, oh, I like what they're doing. Look at that. They have like, you know, like a lot of women in leadership and, you know, people want to see themselves reflected in content. And when it comes to choosing a place to work at, that's important. So I would say that's. That's my biggest advice for this.
38:29
Olivia Messina
Yeah, absolutely. All right, we have time for one more question and how. This is from Ali. How do you know when you are posting too much?
38:44
Meryoli Arias
When you're posting too much? I would say when your posts are not performing anymore. I think each platform tells you a little bit about that, but it also depends up the type of audience you have. Like, I have a friend, she's an. Is an influencer in Latin America and her, like, her stories, her story views are insane. And she, you know, she has like the little dots, like it's insane. You know, she tells you everything. But she's shown me, like, her stats and it's just like almost the same people that started watching those stories end up watching it. So it really depends on the community you've built and the relationship you have with, with your audience. I would say that when you see that, you know, you posted, you started posting and it had certain reach and then the second one, it has a little bit less and then you know to the last one is just like 10% of the first one. You're posting too much.
39:43
Olivia Messina
Yeah, absolutely. You can definitely tell when people are starting to drop off and that's why it's so important to know your audience inside now and see those social cubes. So. Absolutely. Well, I wanted to thank everyone for joining us here today. I really appreciate, appreciate each and every one of you tuning in. I have some QR codes up on the screen. I highly recommend following Marioli and Jordan on LinkedIn. You will not be disappointed and you will learn so much from them. So thank you all for tuning in and thank you, Marioli, so much for being here and sharing your incredible insights.
40:16
Meryoli Arias
Oh, thank you for having me. And thanks everyone for attending.
40:20
Olivia Messina
Of course. Thanks everyone. We'll see you in the next one.
