Chris joins hosts Zontee Hou and Jennifer Harmon on this episode of Social Pros to share how Meltwater’s social media strategy drives real business outcomes, especially in the B2B space. He breaks down how the team maps social content to different stages of the funnel, tailors messaging by channel, and uses data to prove the impact of social on both awareness and pipeline. Chris discusses how Meltwater’s global team balances centralized governance with regional execution, and how they tap into employee voices and influencer partnerships to expand reach and relevance.
Chris also shares lessons from recent initiatives like their Meltwater Champions program, and explains why social media teams should think more like editorial hubs than traditional marketing arms. Chris reflects on the rise of AI in social workflows—calling it “in its toddler phase”—and urges marketers to stay curious as the tools mature. He also shares his take on where social apps are headed next, predicting even deeper tribalism and fragmentation across platforms. All that and more on an all-new episode of Social Pros!
