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Why Brands Need to Lean into the Moment on Social

Posted Under: Social Pros Podcast
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Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert

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The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


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If you want to connect with your audience in the here and now, you’ve got to lean into the moment. That’s one of the key takeaways from this episode with Renee D. Edwards, Global Social & Brand Marketing Executive. Renee brings bags of experience and wisdom to this episode, having worked with huge brands like IBM, Intel, and Samsung.

Lean into the Moment on Social and Build Your Community 

All brands want to build that all-important connection with their audience. But it is easier said than done. Luckily, we have Renee D. Edwards on the show to give us some pointers on embracing and building your community on social media.

For Renee, sometimes social pros need to “color outside the lines” and try something different – whether that be spending extra time engaging in the comments or collaborating with brands and content creators. We hear in this episode how social comments are “the new Twitter,” and why social pros should spend time connecting with people and other brands via comments.

Renee shares her take on why she values collaboration over competition. While social media is a highly competitive place, sometimes it pays dividends to collaborate with other brands to create fun, refreshing content that stands out on your audience’s social feed. We also hear her thoughts on AI, authentic content, working with content creators, and more.

In This Episode:

  • 2:22 – Renee shares what she’s working on and is most passionate about
  • 4:05 – The themes Renee is seeing in the B2B space
  • 6:57 – Leaning into the moment on social
  • 8:35 – How B2B and B2C social strategies differ
  • 10:35 – Being social savvy on LinkedIn as a B2B leader
  • 13:27 – How AI is shaping how social platforms are used
  • 14:18 – Why comments are the new Twitter
  • 18:55 – Best practices for handling comments on social media
  • 20:43 – How to balance collaboration with competition
  • 22:40 – Renee’s favorite campaigns as a Webby Awards judge
  • 25:21 – Highlights from Renee’s career
  • 27:08 – Renee’s experience being an advisory board member of Storythings
  • 29:09 – What brands can learn from content creators
  • 32:54 – Renee’s favorite brands to follow on social media
  • 35:44 – How to connect with Renee
  • 36:53 – Renee’s advice for those looking to become a social pro

Quotes From This Episode:

“As a B2B brand, you can take these risks. But you need to know your community and find your people in your corner of the internet.” Share on X

“Yes, everyone can be a creator, but I do think there’s something to learning and growing from those who actually do this. Always be learning. And I think brands can take notes if you see good content out there.” 

“The work that I’ve been most proud of are those campaigns where we get to show real people who’ve had real experiences and you find that connection. So I lean into the emotional work.” 


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