Proving Social Media's Impact on Your Business Goals

Webinar overview

Oktopost’s Olivia Messina hosts Alex Noble, Head of Social Media at Bank of London, to unpack how B2B social teams can prove their impact on the bottom line, covering how to build buy-in and trust with leadership, the balance between brand awareness and lead generation, and practical ways to measure and communicate social’s ROI without over-promising.

Lead with purpose before metrics: define why you’re on each platform and tie it to concrete business objectives before trying to prove ROI, or the conversation with leadership gets messy.
Undersell and over-deliver — set KPIs based on historical performance rather than aspirational numbers, since missing inflated targets erodes trust with skeptics.
Remember the 95/5 rule: most of your audience isn’t ready to buy right now, so brand awareness and trust-building matter as much as direct lead generation, especially in long B2B buying cycles.
Track engagement rate alongside impressions over time as a practical trust signal, and empower employees to share content in their own voice, since audiences trust people more than brand accounts.

Your speakers

Olivia Messina

Social Media and Community Manager, Oktopost

Olivia Messina is Director of Marketing at Directful, based in Erie, Pennsylvania, with 5+ years of experience building integrated B2B content strategies. Her work spans product marketing support, sales enablement, employee advocacy, and go-to-market campaigns.

Alex Noble

Head of Social Media at Bank of London

Alex Taylor Noble is a Social Media Manager at IFS, based in London, with over 10 years of experience across B2B SaaS, fintech, lifestyle, and sport. She has built marketing functions from the ground up — owning brand refresh, GTM strategy, and performance marketing — including repositioning a newly licensed UK clearing bank from unknown to credible in 12 months, driving a 9.3x ROI on a £150k investment.

Frequently Asked Questions

How can you measure brand trust without expensive third-party surveys?

Look at metrics you already have: track impressions and engagement rate together over time and confirm both are growing in tandem, since an audience that keeps engaging as your reach grows is a strong practical signal of trust.

What's the best way to speak to two very different audiences, like sales and finance, on one brand account without isolating either?

Use social listening and internal conversations to understand what each audience actually wants to hear, keep a consistent brand tone, and lean on employees from each function to share tailored content in their own voice to their own networks.

How often should a B2B brand post on LinkedIn?

There's no fixed number. Focus on the engagement and goals you're trying to hit rather than a posting quota, and if fewer, higher-value posts get you there, do less rather than flooding your audience; test consistently to find what works.

What's the best time to post on social media?

If everyone posts at the supposed best time, that content just gets diluted competing with everyone else's, so testing times slightly off the obvious peak can actually work better than chasing a universal optimal posting time.

How to Demonstrate Social Media’s Impact on the Bottom Line