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Why Your People Are the Secret to B2B Social Media Wins

Authors: GiniRoberts Michael Brito
Posted Under: Social Pros Podcast
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

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!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Michael Brito, Executive Vice President of Zeno Group, joins the Social Pros Podcast to discuss B2B social media and social listening.

Employee Advocacy in B2B Social

Employee advocacy can be a powerful way to reach your customers and build trust. This is just as true in B2B social as it is in B2C.
The danger arises in believing that simply advising your employees to post ads and promo material will be effective. This can have the exact opposite effect on your customers, causing them to tune out your business’s impersonal attempts to sell to them.
Instead, Michael Brito of the Zeno Group proposes that you train and empower your employees to become storytellers. If your employees are passionate, allowing them to share their unique stories creates a personal connection with your customers, whether you work in B2C or B2B social.

In This Episode

  • Why social data is just as valuable for B2B as it is for B2C.
  • Where to start with B2B social listening.
  • How influencer marketing works in B2B social.
  • Why businesses should be empowering employees to be storytellers.
  • How to build trust with customers.

Quotes From This Episode

“The way that I look at listening and data is really building an audience first.” — @Britopian
“If you’re in tech, spend time writing stories on your blog or newsroom site or thought leadership platform. Then use paid media to drive traffic to it.” — @Britopian
Look beyond social. How it impacts other pieces of the marketing funnel, advocacy, and influence is more effective. Click To Tweet


See you next week!

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