Behind the Post – Détails, épisodes et analyse

You’ve launched your employee advocacy program. Engagement is high, advocates are sharing, and the buzz is real. But then… comes the motivation dip.

In this episode of Behind the Post, we’re joined by Matt Churchill, the Social Media and Content Manager at AVEVA, to talk about what happens after the initial hype fades. Matt unpacks how his team recognized when their program was coasting and the smart moves they made to reset, re-engage, and reignite interest across the organization.

From stakeholder education and tone-of-voice testing to gamification and the magic of micro-communities, Matt shares exactly how they’re turning quiet participants into energized advocates. 

Whether you're mid-cycle in your own program or just planning ahead, this episode is full of ideas you’ll want to borrow.

Hot Topics:

• What the “motivation dip” is and how to overcome it

• The metrics Matt’s team uses to track success and spot red flags

• How they’re using gamification and regional champions to spark engagement

• Why building an internal community is their next big move

What do you get when you mix employee advocacy with the World Cup? 

A social media competition so engaging that even the self-proclaimed “I’m not a social media person” types are asking to join in.

In this episode, we go Behind the Post with Gustavo Mazzocchi, Global Social Media Manager at BioCatch, who takes us on a wild ride through the Social Media World Cup, an 11-month internal employee advocacy competition. 

From dramatic football-themed announcements (yes, an actual football was thrown during the CMO’s company kickoff presentation) to gamified incentives and tiers like “lucky strikers” and “team players,” Gus shares the structure and strategy that got over half the company involved.

Once your employee advocacy program is off the ground, competitions like this are the secret to keeping momentum high, participation strong, and your people genuinely excited to post. 

If you're looking for creative ways to ignite advocacy and keep your employees posting week after week, this one's for you.

Hot Topics:

• How to gamify employee advocacy (and keep it fair + inclusive!)

• Why themed competitions spark engagement (and how to plan them)

• Tips to turn that “I’m not a social media person” into your next top advocate

• How BioCatch tracks success with 200+ active advocates across regions

Video marketing is one of the most effective ways to connect with your audience and influence decision-making. 

The proof is in the statistics: 90% of B2B buyers prefer video content as their go-to content type for learning, and 85% of B2B marketers find it a highly effective method for capturing online attention.

But how do you create an engaging video that brings in optimal results?

In this episode of Behind the Post, we sit down with Niki Kostova, Head of Social Media at SUSE, as she reveals her best practices for crafting videos that stop the scroll on social media.

From selecting the right video topics to finding the ideal video length, Niki shares how her team discovered the perfect formula for producing videos that drive results. Her secret? Putting people at the heart of their video strategy.

Rather than relying solely on polished, professional content, Niki and her team focus on authentic, personal videos featuring SUSE employees sharing their expertise. After all, people trust people—and that’s the principle driving SUSE’s video success.

Hot Topics:

• The role of video content in SUSE’s social media strategy
• Why thought leaders are central to their video approach
• Best practices for creating standout social media videos
• How frequently video content appears in their content mix

LinkedIn is no longer just a professional network—it’s a platform where employees can build powerful personal brands that benefit both their careers and the companies they represent.

In this episode of Behind the Post, Aliza Hornstein, Head of Social Media at WalkMe, explains why personal branding is a must-have for employees at all levels, from entry-level to the C-suite, and how advocacy leaders can support them in this process.

With an employee advocacy program at hand, which they coined ShareMe, Aliza uses gamification tactics and workshops to help employees turn company content into personalized, impactful posts. These workshops have been a key driver of success, teaching advocates how to create authentic, genuine content that resonates with their audience.

For those looking to build their personal brand independently, Aliza offers actionable tips throughout the episode, covering everything from finding your unique voice to using AI for inspiration. 

Hot Topics:

• Striking the perfect balance between personal and company content
• Tips for staying authentic when building your personal brand
• Training and engaging advocates through quarterly workshops
• Examples of personal branding posts Aliza has shared on LinkedIn 

In the financial services industry, building trust and establishing a credible brand image are essential for success. 

One of the most effective ways to achieve this is through employee advocacy.

While compliance and industry regulations present challenges, they do not make employee advocacy impossible. Financial institutions can still thrive by adopting the right approach.

In this episode, Lesia goes Behind the Post to give an inside look at how she developed a compliant and successful employee advocacy program for her financial services company.

She shares proven tactics for encouraging employee participation while ensuring strict adherence to industry regulations. This includes the use of internal weekly newsletters to keep advocates informed about the latest content, her structured content approval process, and an internal academy where advocates must pass a compliance test before onboarding.

From establishing clear guidelines to navigating varying regulations across global teams, Lesia reveals everything you need to know to replicate her success in your own organization.

Hot Topics:

• The internal academy course she designed to ensure advocates understand compliance regulations
• Strategies for navigating different legal requirements across global teams
• Her content approval process for maintaining compliance
• How she encourages advocates to humanize their online presence

Influencer marketing has taken the B2B world by storm, and it’s easy to see why.

As buyers increasingly trust recommendations from industry experts and peers over brand pages, influencer marketing has become a key strategy for B2B brands to build trust and boost brand awareness. 

In this episode, Vahbiz Cooper, Digital Marketing Specialist at Demandbase, walks us through why brands are turning to influencers, how to choose the right people to represent your brand, and why content quality matters more than follower count.

She also shares practical tips for running smooth campaigns, avoiding common pitfalls, and keeping things engaging and fun for both influencers and audiences. She dives into her favorite influencer campaign, which featured a creative unicorn piñata initiative that caught everyone’s attention, as well as the most challenging campaign she’s worked on—and the lessons she learned from it. Plus, she gives us a sneak peek at an exciting campaign she’s currently working on!

Whether you’re new to influencer marketing or looking to refine your strategy, this episode offers actionable insights on creating successful, engaging campaigns.

Hot Topics:

• Why B2B brands are turning to influencer marketing to build trust
• How to select the right influencers for your campaign
• The behind-the-scenes process of managing complex influencer campaigns
• Real-life examples of successful campaigns and lessons learned

“Trial and error is better than generic and safe. And if [a post] gets no engagement, it just means that nobody saw it. So as far as the world is concerned, nothing ever happened. No one even saw it flop.”

PSA: In B2B, social media isn’t just about business-to-business—it’s about human-to-human connections!

In this episode of Behind the Post, Bella Rose Mortel shares how she brings a human touch to B2B marketing at beehiiv. With an active presence on LinkedIn, X (formerly Twitter), YouTube, Instagram, TikTok, and Threads, she explains how beehiiv tailors its strategy for each platform, balancing product promotion, education, and engaging memes.

Humor plays a key role in beehiiv's social strategy, and Bella Rose reveals how she weaves this into their content to foster deeper connections with the audience. One standout example? She donned a bee costume and created office parody videos that quickly became fan favorites.

In a conversation about humanizing B2B, the power of community management couldn’t be missed. Bella Rose highlights how responding to comments and engaging with followers can boost brand perception and online community strength.

But humanizing your brand goes beyond just social media posts. She also emphasizes the importance of employee advocacy, from the CEO's online presence to the social media onboarding process she leads for new team members. At beehiiv, an active presence on social has become an essential part of company culture.

Tune in to hear how you can humanize your B2B brand and build a thriving online community through creative, authentic social strategies!

Hot topics:

• Creative, out-of-the-box ideas that entertain their audience
• How to build authentic relationships with your audience on social
• Why your employees are your golden ticket to humanizing your strategy

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.

Hot Topics:

• How to get the right people following your brand on LinkedIn
• The expectation of a follower to a brand, and vice versa
• The top LinkedIn features you can use to grow your following

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. 

Hot Topics

• Repurposing hacks that will fill your social calendar with content your audience will love
• How to play to LinkedIn’s algorithm for real results
• What the best-performing content types are on LinkedIn right now

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.
Hot Topics:

• What social selling is, and the essential components for a successful program 
• How to build a pilot program to secure management buy-in
• The value of social media data to initiate relevant conversations and fostering meaningful relationships

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