1
00:00:20,328 --> 00:00:23,588
G'day everyone, I'm Michelle J Raymond,
and this week, listeners, we're

2
00:00:23,588 --> 00:00:29,618
gonna be talking to Molly Hopkins,
who lives and breathes this stuff

3
00:00:29,748 --> 00:00:34,548
every day at CBRE, and we're gonna be
talking about how global B2B brands

4
00:00:34,548 --> 00:00:40,298
can actually balance Company Pages,
paid, organic, and employee advocacy.

5
00:00:40,655 --> 00:00:42,505
Do you have any time
for this conversation?

6
00:00:42,840 --> 00:00:44,110
You make it sound so simple.

7
00:00:44,510 --> 00:00:47,430
I've got all the time in the world,
Michelle, thank you for having me.

8
00:00:47,430 --> 00:00:49,410
I'm excited to be here
and have the conversation.

9
00:00:49,910 --> 00:00:54,190
Look, I, as I said to you before we
jumped on this call, I am excited to

10
00:00:54,220 --> 00:00:58,210
be talking to people this year on the
podcast that are actually living and

11
00:00:58,220 --> 00:01:02,090
breathing this stuff, so the actual
people that are doing the work in social

12
00:01:02,090 --> 00:01:06,466
media because there are things that I
read on LinkedIn, and I'm sure you're the

13
00:01:06,466 --> 00:01:08,686
same, where I roll my eyes and go- Yeah

14
00:01:08,893 --> 00:01:11,453
I would be dreaming if that
ever happened in corporate land.

15
00:01:11,483 --> 00:01:13,273
I guess you have that experience as well.

16
00:01:13,700 --> 00:01:14,300
All the time.

17
00:01:14,300 --> 00:01:18,420
I also follow, I think it's my own fault,
I follow a lot of s- especially the

18
00:01:18,430 --> 00:01:22,970
direct to consumer versus the business
to business social media approach.

19
00:01:23,420 --> 00:01:25,020
I was like, "Oh, that looks so much fun.

20
00:01:25,020 --> 00:01:26,070
I wish I could do that.

21
00:01:26,080 --> 00:01:29,310
I wish I could do those fun, trendy
video…" Which I can, and I'm pushing

22
00:01:29,310 --> 00:01:33,390
for, but even in the social media
world there are different camps, so

23
00:01:33,390 --> 00:01:36,740
it's always funny kind of seeing what
people are experimenting with and

24
00:01:36,740 --> 00:01:39,390
what people are focusing on while
I'm very much in the corporate world.

25
00:01:39,850 --> 00:01:42,980
Yeah, it does make me laugh when everyone
just throws away the line, "Don't

26
00:01:42,980 --> 00:01:46,920
make B2B boring." And I see all of my
clients are, like, rocking in a corner

27
00:01:46,940 --> 00:01:49,810
going, "If I tried that," literally
one of them said, "I would get the

28
00:01:49,820 --> 00:01:54,700
sack." And I was like, "Yeah, let's
not go there." But you're the Associate

29
00:01:54,700 --> 00:01:57,130
Director of Social Media at CBRE.

30
00:01:57,140 --> 00:02:01,520
Can you just share a little bit about
what your role involves and what

31
00:02:01,520 --> 00:02:03,260
a typical week looks like for you?

32
00:02:03,270 --> 00:02:04,930
Like, what things are you juggling?

33
00:02:05,273 --> 00:02:08,953
I will start off by saying there is no
typical week, but that's kind of a given.

34
00:02:09,193 --> 00:02:13,403
So I joined CBRE about
almost four years ago now.

35
00:02:13,453 --> 00:02:16,453
And my role has definitely
evolved a lot in those four years.

36
00:02:16,933 --> 00:02:21,223
I originally was hired strictly, as
most people do, get started in social

37
00:02:21,263 --> 00:02:23,213
media, to manage the corporate accounts.

38
00:02:23,563 --> 00:02:26,573
Before I joined, there
was no social media team.

39
00:02:26,623 --> 00:02:28,283
I was the first hire in the US.

40
00:02:28,573 --> 00:02:31,533
It was a bit of a free-for-all, so
when I joined there were I think

41
00:02:31,533 --> 00:02:37,273
over 350 CBRE-branded social media
accounts across the landscape.

42
00:02:37,773 --> 00:02:39,533
Um, Yeah, wild.

43
00:02:39,643 --> 00:02:40,773
Mind-blowing.

44
00:02:41,083 --> 00:02:41,753
Absolutely.

45
00:02:41,876 --> 00:02:46,016
Um, we're still working on it, but a
big effort that I was brought in to

46
00:02:46,066 --> 00:02:50,066
execute was the consolidation effort,
specifically in the Americas, but then

47
00:02:50,066 --> 00:02:55,693
also managing the corporate account
to be sort of the example of what

48
00:02:55,693 --> 00:02:57,263
these accounts should be emulating.

49
00:02:57,303 --> 00:03:02,793
With that, I also was tasked with creating
a process for managing, you know, I have

50
00:03:02,793 --> 00:03:06,563
20 different teams contributing content,
so I had to put a process in place of,

51
00:03:06,563 --> 00:03:10,493
like, this is how you submit content,
this is what our calendar organisational

52
00:03:10,513 --> 00:03:13,603
workflow is going to be, this is what
our approval process is going to be.

53
00:03:13,603 --> 00:03:17,573
So it was, the first two years was,
like, creating processes, which I loved.

54
00:03:17,696 --> 00:03:21,356
I'm type A, very organised,
project management background,

55
00:03:21,356 --> 00:03:22,396
so really enjoyed that.

56
00:03:22,834 --> 00:03:26,084
But I think that my role, especially
over the past year and a half, has

57
00:03:26,124 --> 00:03:30,614
really sort of evolved into managing
the ecosystem around these channels.

58
00:03:31,044 --> 00:03:35,258
So it's not just managing and executing
content on the corporate account

59
00:03:35,258 --> 00:03:38,178
and making sure that our organic
content is strong and strengthens

60
00:03:38,178 --> 00:03:42,558
our business units, but also helping
to support our C-suite executives,

61
00:03:43,028 --> 00:03:47,498
running paid social campaigns, enabling
our brokers, enabling our business

62
00:03:47,498 --> 00:03:49,548
units to better show up effectively.

63
00:03:49,908 --> 00:03:53,401
I mean, there's a lot of conversation
going on right now about how I know

64
00:03:53,401 --> 00:03:57,021
we'll get to this later, but that
corporate pages aren't the end all be

65
00:03:57,021 --> 00:04:00,591
all on social media, and a lot of times
people wanna hear from other people.

66
00:04:00,971 --> 00:04:06,961
And so seeing that shift happened, my
role has shifted to support our people

67
00:04:06,961 --> 00:04:09,281
just as much as our brand on social media.

68
00:04:09,701 --> 00:04:13,211
It has changed a lot
in the last four years.

69
00:04:13,221 --> 00:04:17,431
Like, even just if we look at LinkedIn,
the platform itself, like where we're

70
00:04:17,431 --> 00:04:21,791
at in those glory days post-COVID
when everyone was online and it was

71
00:04:21,801 --> 00:04:27,881
all amazing, to now there's been a
monumental shift on the LinkedIn feed.

72
00:04:27,901 --> 00:04:33,041
And so I think for social media, you
know, directors like yourself, I can

73
00:04:33,041 --> 00:04:37,611
only imagine trying to keep up to date
with that and roll that out and keep

74
00:04:37,611 --> 00:04:39,371
everybody on track with those processes.

75
00:04:39,621 --> 00:04:42,381
It's gotta be a little
bit crazy some days.

76
00:04:42,421 --> 00:04:47,681
It's just for me, when I'm working with
my clients it's a very similar situation.

77
00:04:47,691 --> 00:04:51,681
Normally what's happening is we've got
teams with the best of intentions, and

78
00:04:51,681 --> 00:04:55,461
I know we're gonna dive into this one a
bit more, but they tend to go everywhere.

79
00:04:55,811 --> 00:04:58,881
If someone's starting out in a role
as a social media director and they

80
00:04:58,911 --> 00:05:03,351
don't have these processes in place,
what advice would you give to them?

81
00:05:03,361 --> 00:05:05,791
Like, how important has
that been in your success?

82
00:05:06,081 --> 00:05:09,771
I mean, my biggest overarching piece of
advice is have everything in writing.

83
00:05:09,781 --> 00:05:14,141
It's the easiest way to share
processes and workflows and strategies.

84
00:05:14,141 --> 00:05:17,311
If someone asks you, "How do I do
this?" or "How do I go about this?"

85
00:05:17,311 --> 00:05:20,891
or, "What's our policy here?" "Here's
a document on it." It's written, it's

86
00:05:20,891 --> 00:05:25,991
approved, it saves me from having to
have 10 of the same conversations.

87
00:05:26,371 --> 00:05:30,761
But I also think with that, criteria
is huge, so really thinking about,

88
00:05:30,924 --> 00:05:35,084
you know, I have a global audience,
and so my criteria needs to be pretty

89
00:05:35,084 --> 00:05:38,074
strict in that the content needs to
be relevant to a global audience.

90
00:05:38,074 --> 00:05:43,094
I can't post a niche client dinner
in Tallahassee, Florida, which

91
00:05:43,094 --> 00:05:46,244
I have been requested to put on
our corporate global account.

92
00:05:46,574 --> 00:05:50,814
So and I think one thing that I love to
do, and I, I learned this from a previous

93
00:05:50,814 --> 00:05:56,054
manager of mine, is prioritising the term
"no, but…" So it's delivering the no,

94
00:05:56,064 --> 00:05:59,834
being able to say no, which I admittedly
was not great at early on in my career.

95
00:05:59,844 --> 00:06:00,904
I've gotten much better at it.

96
00:06:01,254 --> 00:06:03,264
Um, but following a no with a but.

97
00:06:03,274 --> 00:06:06,694
So, "No, we can't put that on the
Corporate global account, but here's a

98
00:06:06,704 --> 00:06:10,864
great opportunity for you to consider
activating your employees or activating

99
00:06:10,864 --> 00:06:14,944
a local executive or activating a
regional account." So I'd say have

100
00:06:14,944 --> 00:06:19,744
everything in writing, know your
criteria, and get good at saying no, but.

101
00:06:20,720 --> 00:06:23,250
I think I'm gonna get you a
T-shirt that says that on it.

102
00:06:23,300 --> 00:06:26,700
I might sell some merch about, you
know, great quotes that come out of

103
00:06:26,700 --> 00:06:31,170
podcasts, and I think that would be the
key to success for many social media

104
00:06:31,170 --> 00:06:34,450
managers out there because it's hard.

105
00:06:34,450 --> 00:06:38,250
Like, it's… You know, and I did a
whole podcast on this because, yeah,

106
00:06:38,280 --> 00:06:41,940
sure, you wanna say no, but then
you're like, "Oh, I wanna be liked.

107
00:06:41,940 --> 00:06:43,980
I've gotta work with this person
tomorrow or the next day," or,

108
00:06:44,020 --> 00:06:47,840
"They're more senior than me," or, you
know, for a whole bunch of reasons,

109
00:06:47,850 --> 00:06:50,020
saying no is actually really tricky.

110
00:06:50,020 --> 00:06:51,770
So I love the "No, but." Mm-hmm.

111
00:06:52,050 --> 00:06:54,860
I, I think that's gonna go
into the merch store for sure.

112
00:06:54,900 --> 00:06:58,570
You recently shared on one of your posts,
which I thoroughly enjoy, and I'll be

113
00:06:58,570 --> 00:07:01,700
making sure that the listeners have a
link to go and connect or follow with

114
00:07:01,700 --> 00:07:06,350
you over on LinkedIn, but you shared a
post that basically said you think that

115
00:07:06,350 --> 00:07:12,100
every brand should be, you know, kinda
considering the play between organic,

116
00:07:12,460 --> 00:07:15,740
paid, executive, and employee content.

117
00:07:16,020 --> 00:07:19,030
Can you talk us through what
that looks like for CBRE?

118
00:07:19,050 --> 00:07:21,770
Like, how do you get
those to work together?

119
00:07:22,500 --> 00:07:22,810
Yeah.

120
00:07:22,810 --> 00:07:25,980
I think this ties perfectly well into your
last question of what piece of advice do

121
00:07:25,980 --> 00:07:29,430
I have for social media managers, and I
touched on this a little bit in my intro,

122
00:07:29,440 --> 00:07:33,630
but, um, I think social media really
needs to be thought of as an ecosystem.

123
00:07:33,670 --> 00:07:37,380
I think it's a really common misconception
for people to think, " I'll just post

124
00:07:37,380 --> 00:07:39,900
something on the corporate account,
and that's the only thing that

125
00:07:39,900 --> 00:07:45,580
needs to happen," but really, that's
leaving so much left on the table.

126
00:07:45,950 --> 00:07:50,780
Um, so I think really these three, or I
guess four, segments need to be thought

127
00:07:50,780 --> 00:07:52,410
of as completely different functions.

128
00:07:52,760 --> 00:07:55,840
So how I see it is the corporate
channel is kind of for company

129
00:07:55,860 --> 00:07:57,350
news and broad positioning.

130
00:07:57,360 --> 00:08:00,270
Again, from my perspective,
it's a global audience.

131
00:08:00,690 --> 00:08:04,900
Um, it's talking about things that
are true for CBRE as an institution.

132
00:08:05,370 --> 00:08:08,960
For paid, there's a little bit more
of a targeted, intentional purpose.

133
00:08:08,970 --> 00:08:12,730
You are able to reach an audience
that you can't organically.

134
00:08:13,050 --> 00:08:15,770
So I can set the audience that I
wanna reach, and I know it's gonna

135
00:08:15,770 --> 00:08:19,300
get in front of them, whereas organic
content, that's not a guarantee.

136
00:08:19,600 --> 00:08:22,280
So definitely more targeted,
more niche, more intentional.

137
00:08:22,710 --> 00:08:26,280
For executives and I think employees
all kind of clump together for the

138
00:08:26,280 --> 00:08:29,920
sake of it, but that's kind of where
that point of view and expertise lies.

139
00:08:30,450 --> 00:08:34,410
I think, as mentioned earlier, there's
a growing trend where people are

140
00:08:34,410 --> 00:08:36,210
trusting people more on social media.

141
00:08:36,210 --> 00:08:38,748
It's the way that- unfortunately
and fortunately people

142
00:08:38,748 --> 00:08:40,098
are connecting these days.

143
00:08:40,458 --> 00:08:43,318
And so I think that people are
getting sick of hearing from brands.

144
00:08:43,338 --> 00:08:49,018
You know, again, there's still a purpose
to brand content, but the people behind

145
00:08:49,018 --> 00:08:52,812
the brand are the ones who are going
to share the perspectives, share the

146
00:08:52,812 --> 00:08:57,012
approaches, share the services, and
share the products in a unique way

147
00:08:57,042 --> 00:08:59,952
that a brand often doesn't and can't.

148
00:09:00,342 --> 00:09:02,702
So really three different
approaches there.

149
00:09:02,942 --> 00:09:06,852
And if the mistake I'm seeing the
most often is when brands are kind

150
00:09:06,852 --> 00:09:10,375
of running these all in parallel,
a little bit of a copy and paste

151
00:09:10,375 --> 00:09:14,615
approach the bigger opportunity is
really sequencing them intentionally.

152
00:09:15,015 --> 00:09:21,085
Do you like, put the leadership
team versus your employees, do

153
00:09:21,085 --> 00:09:24,925
you literally treat them the
same, or is there any differences?

154
00:09:24,935 --> 00:09:30,695
Like, obviously one may need more support
than the other, but do you lead with

155
00:09:30,695 --> 00:09:33,075
the executives or lead with employees?

156
00:09:33,075 --> 00:09:35,605
Like, is there any kind of
insights into what you've found

157
00:09:35,605 --> 00:09:37,225
works best from that perspective?

158
00:09:37,225 --> 00:09:41,025
Because- … on one hand I can see it
if the leaders do it, then it makes

159
00:09:41,025 --> 00:09:44,905
it okay for employees, but they're
also busy and running a business

160
00:09:44,905 --> 00:09:49,185
and maybe not necessarily jumping at
the bit to try and get onto social.

161
00:09:49,195 --> 00:09:52,145
Like, how do you negotiate
between those two things?

162
00:09:52,735 --> 00:09:56,885
I think you hit the nail on the head,
is that being realistic about workloads.

163
00:09:57,135 --> 00:10:00,935
Obviously I would love to treat
everyone equally and kind of give

164
00:10:01,095 --> 00:10:04,525
my all to general employees as much
as I do to my executives, but the

165
00:10:04,525 --> 00:10:07,335
reality is there's more visibility,
there's less time on their hands.

166
00:10:07,335 --> 00:10:10,545
So the approach that I take, and
I think it's nuanced for every

167
00:10:10,825 --> 00:10:15,535
organisation, but for mine, I take a
tiered approach, and I segmented my

168
00:10:15,575 --> 00:10:17,375
employee activation into three tiers.

169
00:10:17,745 --> 00:10:21,065
The top tier would be C-suite and
executives, so that's really that, like,

170
00:10:21,155 --> 00:10:25,895
upper level has a lot of visibility,
is really recognisable on social media.

171
00:10:26,295 --> 00:10:28,525
My second tier is what
I call thought leaders.

172
00:10:28,535 --> 00:10:31,135
So these are people that are
kind of in that middle ground.

173
00:10:31,215 --> 00:10:33,925
They're an expert on the
subject matter at hand.

174
00:10:34,325 --> 00:10:36,745
And then tier three is what
I call general employees.

175
00:10:36,755 --> 00:10:39,655
So that could be anyone from
brokers to property marketing teams.

176
00:10:40,065 --> 00:10:41,225
I treat each one differently.

177
00:10:41,245 --> 00:10:45,585
For tier one, it's the most hands-on,
so I'm helping them develop copy.

178
00:10:45,585 --> 00:10:49,185
I'm oftentimes publishing for
them, and then I'm reporting on

179
00:10:49,185 --> 00:10:50,825
the performance to help show them.

180
00:10:50,825 --> 00:10:55,165
Like, "Hey, last week you shared our
global data centres report on your

181
00:10:55,165 --> 00:10:58,245
LinkedIn, and it performed super well.
Here's what I've learned from it and

182
00:10:58,245 --> 00:11:02,965
how we can emulate it moving forward."
For thought leaders, what I tell them

183
00:11:02,965 --> 00:11:06,112
is, " You're an expert in your space,
and I'm not gonna write social media

184
00:11:06,112 --> 00:11:07,982
copy for you because that seems silly.

185
00:11:08,312 --> 00:11:09,772
I'm not an expert on this topic.

186
00:11:09,772 --> 00:11:10,202
You are.

187
00:11:10,202 --> 00:11:12,852
So instead, I'm gonna give
you some prompts to consider.

188
00:11:13,292 --> 00:11:18,422
That way you're publishing a post that
isn't just, 'Hey, CBRE shared a report.

189
00:11:18,442 --> 00:11:19,202
Here's a link to it.

190
00:11:19,202 --> 00:11:21,522
You should go read it.'
It's more intentional.

191
00:11:21,522 --> 00:11:22,412
It's more unique.

192
00:11:22,422 --> 00:11:24,312
It's, 'I'm an expert.

193
00:11:24,602 --> 00:11:26,202
Here was my input on the report.

194
00:11:26,212 --> 00:11:27,482
Here are my takeaways.

195
00:11:28,182 --> 00:11:32,462
Here's what you can do next.'" And then
for general employees, just because I am

196
00:11:32,462 --> 00:11:36,182
a bit resource constrained, that's where
I'm taking a more generalised approach.

197
00:11:36,502 --> 00:11:40,968
Depending on the priority of
the activation at hand, I'll

198
00:11:40,968 --> 00:11:44,908
usually provide three to five
different copy options for them.

199
00:11:44,958 --> 00:11:49,378
But one thing I really intentionally do
is I put, I will physically put in little

200
00:11:49,388 --> 00:11:53,758
brackets and highlight where they should
change information, because the last thing

201
00:11:53,758 --> 00:11:59,508
I want to see is 50 employees sharing
the exact same copy across social media.

202
00:11:59,918 --> 00:12:01,828
So that's kind of the
tiered approach I take.

203
00:12:01,868 --> 00:12:03,138
It's not a perfect

204
00:12:03,158 --> 00:12:06,328
At the end of the day, I can email
as many people as I want asking them

205
00:12:06,328 --> 00:12:10,538
to post, and it really is up to them,
unless I have their login information.

206
00:12:10,802 --> 00:12:17,535
So it's a lot of effort, maybe not a
ton of reward, but luckily the desire

207
00:12:17,535 --> 00:12:21,525
is growing, and so I hope that this
tiered approach can only scale with that.

208
00:12:21,814 --> 00:12:26,884
I think you hit something on the head
that it's not as easy as people make

209
00:12:26,884 --> 00:12:30,594
out on LinkedIn when you're scrolling
the feed, you see a post that says,

210
00:12:30,904 --> 00:12:32,594
"People wanna do business with people.

211
00:12:32,594 --> 00:12:33,774
People don't trust brands.

212
00:12:33,774 --> 00:12:35,734
It's all about people, people, people.

213
00:12:36,044 --> 00:12:39,594
Get all of your employees active" And
apparently there must be some magic

214
00:12:39,594 --> 00:12:44,604
switch inside your companies that I've
never found just yet where- Mm … those

215
00:12:44,604 --> 00:12:48,814
same employees and people are not
jumping up and down going, "Please

216
00:12:48,814 --> 00:12:50,704
pick me to be a part of your program."

217
00:12:50,734 --> 00:12:53,214
So, I, I have a question
for you around that.

218
00:12:53,224 --> 00:12:57,374
Like, so obviously in the beginning,
you may have had a whole bunch of

219
00:12:57,384 --> 00:13:01,494
people that were already active, and
you were supporting them, and maybe some

220
00:13:01,504 --> 00:13:03,074
people that were willing volunteers.

221
00:13:03,384 --> 00:13:07,214
But I'd imagine at some point
it gets to a, okay, that's done.

222
00:13:07,254 --> 00:13:08,914
How are we gonna grow this thing?

223
00:13:09,634 --> 00:13:15,424
Do you have any tips for, and keeping
it realistic, about how you can actually

224
00:13:15,434 --> 00:13:21,024
make or invite other employees to become a
part of this program and get them started?

225
00:13:21,024 --> 00:13:24,504
Because I think if they're invisible
right now, getting them started is

226
00:13:24,514 --> 00:13:26,114
the hardest piece of this puzzle.

227
00:13:26,134 --> 00:13:28,424
Like, what have you
found in your experience?

228
00:13:28,660 --> 00:13:31,640
I think at the end of the day, you can't
force someone to show up on social media.

229
00:13:31,910 --> 00:13:35,330
To be honest, I've been on so many
calls where I'm, like, being told,

230
00:13:35,330 --> 00:13:37,940
'You need to go support this person.'
And then I'll meet with this person,

231
00:13:37,940 --> 00:13:41,320
and they'll word for word tell me,
I don't like social media,' or,

232
00:13:41,320 --> 00:13:42,590
'I don't believe in social media.'

233
00:13:42,980 --> 00:13:43,930
And I'm like, 'Okay, great.

234
00:13:43,930 --> 00:13:45,420
I'm gonna move on to the
next person on my list.

235
00:13:45,560 --> 00:13:50,000
I am not gonna force you.' And so I
think being realistic you can't…

236
00:13:50,260 --> 00:13:52,640
as they say, you can lead a horse to
water, but you can't make it drink.

237
00:13:53,090 --> 00:13:54,560
Same thing goes with social media.

238
00:13:54,800 --> 00:13:58,560
But one thing that I like to do is
lead by example, um, whether that's

239
00:13:58,570 --> 00:14:03,930
me publishing content myself or
supporting a very visible executive

240
00:14:03,930 --> 00:14:07,300
within my organisation and getting
them more active if they're bought in.

241
00:14:07,760 --> 00:14:11,730
Um, I think the biggest hesitation
that people say about posting more on

242
00:14:11,760 --> 00:14:15,230
social media, especially LinkedIn, is
that it's cringey or it's embarrassing.

243
00:14:15,240 --> 00:14:16,894
I'm like, so what?

244
00:14:17,044 --> 00:14:21,304
Like, that's what social media is at the
end of the day across every platform.

245
00:14:21,314 --> 00:14:23,114
It's like, it's a little bit
cringey, and it's a little bit

246
00:14:23,114 --> 00:14:25,824
embarrassing, but here we all are.

247
00:14:26,334 --> 00:14:30,064
And so I think once you kind of
get over that hump, giving them a

248
00:14:30,064 --> 00:14:34,194
good example helps, whether that's
yourself as the guinea pig or picking

249
00:14:34,194 --> 00:14:35,554
an executive that's bought in.

250
00:14:35,924 --> 00:14:37,974
Um, and then also just being sustainable.

251
00:14:38,204 --> 00:14:42,084
You know, I work with some people who
wanna post 10 times a month, and I

252
00:14:42,084 --> 00:14:45,284
work with some people who can only post
four times a month, and the biggest

253
00:14:45,284 --> 00:14:48,494
advice I give to other people that
ask, I'm like, "Do what's sustainable."

254
00:14:48,844 --> 00:14:51,694
Don't think that there's, like,
a special number you need to hit.

255
00:14:51,744 --> 00:14:53,374
Test, learn.

256
00:14:53,624 --> 00:14:55,494
Your audience is unique to you.

257
00:14:55,554 --> 00:14:58,314
What works for the broker sitting
next to you might not work

258
00:14:58,324 --> 00:14:59,424
for the broker to your right.

259
00:15:00,184 --> 00:15:01,689
So- All of the above.

260
00:15:02,136 --> 00:15:05,606
Yeah, look, and I find that when
I'm working with, you know, in my

261
00:15:05,606 --> 00:15:10,206
specific case, they're LinkedIn Company
Page admins who are super active

262
00:15:10,206 --> 00:15:14,576
behind the scenes creating corporate
content, but not necessarily out there

263
00:15:14,576 --> 00:15:18,826
creating their own personal brands
or doing it on their own accounts.

264
00:15:19,296 --> 00:15:23,086
What would you say to those people
that would say, "Look, I don't

265
00:15:23,096 --> 00:15:26,756
have to be a good practitioner
to be good at what I do"?

266
00:15:27,116 --> 00:15:31,066
Is there an element of your role
that is lead by example that

267
00:15:31,066 --> 00:15:32,406
maybe they're missing out on?

268
00:15:32,406 --> 00:15:35,426
Because there's for and
against in both camps.

269
00:15:35,456 --> 00:15:38,776
Like, I can see the people that
say, "You don't have to do it,"

270
00:15:38,796 --> 00:15:41,076
and then on the other hand I'm like
actually, if you're not doing it,

271
00:15:41,086 --> 00:15:42,476
why should someone else do it?"

272
00:15:42,506 --> 00:15:45,056
Like, You don't have the
empathy for what it's like.

273
00:15:45,656 --> 00:15:49,246
Where do you sit in that, and what
would you share with people who are

274
00:15:49,276 --> 00:15:53,709
the social media directors, managers,
or page admins who aren't doing

275
00:15:53,759 --> 00:15:55,629
anything on their personal accounts?

276
00:15:55,906 --> 00:15:59,136
I don't know if I have any concrete advice
for them, because as I said, I'm not

277
00:15:59,136 --> 00:16:01,946
gonna force anyone to be active on social.

278
00:16:01,946 --> 00:16:04,766
That is a complete personal decision.

279
00:16:04,776 --> 00:16:07,576
Social media is one of those
weird things where we do it

280
00:16:07,576 --> 00:16:09,316
personally, we do it professionally.

281
00:16:09,716 --> 00:16:11,386
If you don't wanna do
it at all, that's fine.

282
00:16:11,386 --> 00:16:15,806
Like, I always make the joke, my
husband's a broker at a competitor firm.

283
00:16:16,346 --> 00:16:17,616
It's like my fun little tidbit.

284
00:16:17,766 --> 00:16:20,356
All my employees or all my teammates
are probably like, "Oh, my God,

285
00:16:20,356 --> 00:16:24,336
Molly is saying that joke again." He
does not post on social media, and

286
00:16:24,336 --> 00:16:25,726
he's in a business development role.

287
00:16:25,736 --> 00:16:30,156
I'm like, " the leads that you're missing
out on," but I, I can't force him.

288
00:16:30,296 --> 00:16:32,016
That is his MO.

289
00:16:32,376 --> 00:16:35,516
It was funny, I was speaking on a panel
the other day and someone compared

290
00:16:35,516 --> 00:16:37,266
social media to, like, computers.

291
00:16:37,616 --> 00:16:41,336
And they were like, if someone's
hesitant to use it, that's fine.

292
00:16:41,806 --> 00:16:44,936
Um- Yeah … they're gonna miss out
on an opportunity and probably have

293
00:16:44,936 --> 00:16:47,976
to pa- play catch-up later, but,
like, that is totally up to them.

294
00:16:48,456 --> 00:16:53,578
I think for me, funneling up to the
larger conversation that- People-generated

295
00:16:53,588 --> 00:16:55,538
content is becoming so much more popular.

296
00:16:55,858 --> 00:16:58,245
It helps me speak to what works.

297
00:16:58,295 --> 00:16:59,955
I'm testing and learning myself.

298
00:16:59,965 --> 00:17:05,185
I am posting on social media and
again, husband joke, he always is

299
00:17:05,185 --> 00:17:06,545
like, "You're on social media a lot."

300
00:17:06,555 --> 00:17:11,375
And I'm like, "It's for work." Um,
But that's what I'm doing, I'm seeing,

301
00:17:11,375 --> 00:17:15,375
like, what are people posting, what's
working on my account, what's not

302
00:17:15,375 --> 00:17:16,965
working, I'm testing different formats.

303
00:17:17,005 --> 00:17:21,115
That's how I'm learning because I have
all the data for the corporate account,

304
00:17:21,145 --> 00:17:24,845
I don't have the data for a personal
account unless it's coming from my own.

305
00:17:24,865 --> 00:17:28,695
So I see it as a growth opportunity,
um, but if other people are finding

306
00:17:28,695 --> 00:17:30,562
different ways to grow, that's on them.

307
00:17:30,672 --> 00:17:32,182
Yeah, you do you, boo.

308
00:17:32,232 --> 00:17:34,152
That's, you know, kind
of what it comes down to.

309
00:17:34,182 --> 00:17:39,762
I, I think there's an element of
there's the work approach to it and how

310
00:17:39,762 --> 00:17:43,742
it can help you in work, but I think
right now for many of the listeners

311
00:17:43,742 --> 00:17:47,342
here, I think there's a reason to get
out there and it- part of that is to

312
00:17:47,342 --> 00:17:51,242
build your own personal brand so if
something, God forbid, happens and you

313
00:17:51,242 --> 00:17:55,762
lose your job, at least you have some
visibility and a network to fall back on.

314
00:17:55,762 --> 00:18:00,602
So I, I get it from the corporate side
and why you don't necessarily need to

315
00:18:00,612 --> 00:18:05,472
do it and no one's forcing anyone, but
I also think as marketers out there now

316
00:18:05,502 --> 00:18:10,322
I get that you're so good at shining a
spotlight on everything else but yourself,

317
00:18:10,572 --> 00:18:13,652
but I think in today's environment
it's not so bad just every now and

318
00:18:13,652 --> 00:18:15,742
then to, turn that spotlight around.

319
00:18:15,842 --> 00:18:19,962
But you and I crossed paths, I,
I think it was, like, one of your

320
00:18:19,962 --> 00:18:24,822
posts that drew me to, uh, you know,
reaching out and connecting with

321
00:18:24,822 --> 00:18:29,432
you because we're both part of the
Company Pages aren't dying crew.

322
00:18:29,432 --> 00:18:30,322
And it's a pretty limited crew some
days out there on LinkedIn land, so

323
00:18:33,772 --> 00:18:37,402
hence I was drawn like a moth to
a flame, uh, to come and connect

324
00:18:37,422 --> 00:18:41,390
because you and I and my listeners
are not gonna be surprised by this.

325
00:18:41,400 --> 00:18:45,200
Like, of course I'm on team Company
Pages, have been for a long time, and I

326
00:18:45,200 --> 00:18:47,080
can see some of that shifting right now.

327
00:18:47,350 --> 00:18:52,100
But can you share, like, what
role does the Company Page play

328
00:18:52,110 --> 00:18:54,720
in your overall LinkedIn strategy?

329
00:18:54,900 --> 00:18:59,140
And I know you've got, like 150 pages
or something out there, so you, you

330
00:18:59,180 --> 00:19:00,840
know, it's a big part of what you do.

331
00:19:00,850 --> 00:19:04,690
But I'm just curious, how do you
see it working in your business?

332
00:19:05,010 --> 00:19:09,480
Yeah, it's a great question, and I'm
fully in team Company Pages aren't dying.

333
00:19:10,050 --> 00:19:10,390
Yes.

334
00:19:10,400 --> 00:19:12,880
I think when I see that opinion I'm
like, "Are you just joining that

335
00:19:12,880 --> 00:19:15,930
opinion because it's popular right
now, or do you actually believe it?"

336
00:19:15,940 --> 00:19:17,560
But that's a different conversation.

337
00:19:17,930 --> 00:19:19,890
I view the Company Page as the anchor.

338
00:19:19,900 --> 00:19:21,710
I think it is and always will be.

339
00:19:21,720 --> 00:19:26,090
It's what is kind of establishing
the legitimacy for the brand.

340
00:19:26,500 --> 00:19:33,170
It's where people, in my instance, go
to understand what CBRE is, what we do.

341
00:19:33,170 --> 00:19:36,240
It's sort of that foundation that
makes everything else credible.

342
00:19:36,250 --> 00:19:41,530
So when a broker tags CBRE or an
executive references our brand, the

343
00:19:41,530 --> 00:19:45,640
Company Page is what a new audience finds
when they click through, um, which is

344
00:19:45,680 --> 00:19:47,220
probably what they're gonna be doing.

345
00:19:47,220 --> 00:19:50,800
So what I push back on usually
is this idea that the Company

346
00:19:50,800 --> 00:19:52,000
Page should be doing everything.

347
00:19:52,430 --> 00:19:55,520
Its job isn't to generate
leads or build relationships.

348
00:19:55,520 --> 00:19:58,420
That's what personal profiles do,
and that's what they do better.

349
00:19:58,700 --> 00:20:03,140
The Company Page is really about quality
over volume, focused on educating the

350
00:20:03,140 --> 00:20:07,560
audience on what the brand is, um,
that's not coming from a personal page.

351
00:20:07,800 --> 00:20:11,590
So I think, again, it's the anchor.

352
00:20:11,600 --> 00:20:15,400
It also helps to give employees
something to talk about.

353
00:20:15,460 --> 00:20:18,090
A lot of times I'm told, "I don't
know what to talk about. I don't

354
00:20:18,090 --> 00:20:21,890
know what to share." Um, and employee
advocacy is becoming a really growing

355
00:20:21,900 --> 00:20:25,750
need and like execution in 2026.

356
00:20:26,080 --> 00:20:29,890
And our employee advocacy program is
completely fed by corporate content.

357
00:20:30,330 --> 00:20:33,190
So everything that goes out
on our corporate channels is

358
00:20:33,190 --> 00:20:34,770
fed to our advocacy library.

359
00:20:34,780 --> 00:20:36,340
People can peruse it, browse it.

360
00:20:36,340 --> 00:20:39,560
It's basically like a curated
newsfeed just for CBRE content.

361
00:20:39,560 --> 00:20:42,580
So again, without a Company Page,
we would have nothing to feed our

362
00:20:42,580 --> 00:20:46,500
advocacy sites, um, unless someone
wants to volunteer to do it manually.

363
00:20:46,600 --> 00:20:47,130
Not me.

364
00:20:47,503 --> 00:20:49,433
No, so I think it's always gonna…

365
00:20:49,473 --> 00:20:51,033
I call it… It's like the front porch.

366
00:20:51,053 --> 00:20:53,543
Figuratively you wanna use, the
anchor, the front porch, it's

367
00:20:53,543 --> 00:20:58,143
really where people are gonna go to
establish legitimacy around your brand

368
00:20:58,376 --> 00:21:03,496
Yeah, it's kind of funny, and shout-out
to Ty Heath, who was the analogy queen

369
00:21:03,496 --> 00:21:07,266
that was like, "Yes, this is your
front door with the page, and then

370
00:21:07,266 --> 00:21:10,256
the, you want them to come into the
living room and have conversations

371
00:21:10,256 --> 00:21:11,716
with the people inside the house."

372
00:21:11,726 --> 00:21:16,756
So, uh, I love her, and shout-out to
the B2B Institute because there's always

373
00:21:16,986 --> 00:21:22,166
so much cool stuff coming out from that
team about how we can do this all better

374
00:21:22,166 --> 00:21:25,796
and how it all works together and, you
know, it's something that I really enjoy.

375
00:21:25,836 --> 00:21:30,946
But let's come back to that, you know,
small, fun job that you have, which

376
00:21:30,956 --> 00:21:37,716
is there's around 150 Company Pages
or related pages in your business.

377
00:21:38,066 --> 00:21:41,226
You mentioned that previous
there was, like, 350.

378
00:21:41,276 --> 00:21:43,976
I'm rocking in a corner
at the thought of that.

379
00:21:44,276 --> 00:21:48,956
But I know what it's like that somewhere
in the world in a region, there's a

380
00:21:48,956 --> 00:21:52,806
team out there that's getting super
excited and have just identified

381
00:21:53,066 --> 00:21:56,586
that everybody's hanging out on
LinkedIn, and they should be there.

382
00:21:56,846 --> 00:22:02,486
So they go to set up a new page full of
enthusiasm, full of excitement, and on

383
00:22:02,486 --> 00:22:06,986
your side, you're trying to wrangle these
things in and keep the brand in alignment.

384
00:22:07,496 --> 00:22:08,876
How do you manage that?

385
00:22:08,916 --> 00:22:12,056
And I- I've got a feeling it might
be back to the T-shirt of no but.

386
00:22:12,466 --> 00:22:13,926
but yeah- Oh … just curious.

387
00:22:14,259 --> 00:22:16,009
It is back to the T-shirt of no but.

388
00:22:16,039 --> 00:22:20,939
I do need that in a small, medium, large,
and extra large for every day of the week.

389
00:22:21,359 --> 00:22:25,809
I think you hit the nail on the
head in the sense that it is a

390
00:22:25,809 --> 00:22:30,109
symptom of people caring and getting
excited about LinkedIn and seeing

391
00:22:30,119 --> 00:22:32,399
the opportunity there, which I love.

392
00:22:32,699 --> 00:22:38,170
So the intent and the instinct is
right what I do is I say, "No, but."

393
00:22:38,563 --> 00:22:40,933
So what I've done is very simple.

394
00:22:40,933 --> 00:22:45,503
I've laid out a four-slide deck where
it's like, here's what it takes to manage

395
00:22:45,503 --> 00:22:49,093
a corporate account, and here's what
it takes to manage a personal account.

396
00:22:49,173 --> 00:22:52,303
And the corporate account has,
like, 10 different line items

397
00:22:52,303 --> 00:22:53,463
that you need to check off.

398
00:22:53,463 --> 00:22:56,863
Do you have someone that's able
to publish every day, every

399
00:22:56,863 --> 00:22:58,163
single day in order to be active?

400
00:22:58,173 --> 00:23:02,003
That's a LinkedIn recommendation,
not a Molly Hopkins recommendation.

401
00:23:02,443 --> 00:23:05,863
Um, do you have someone that's able
to review all comments and direct

402
00:23:05,863 --> 00:23:08,123
messages and can escalate if needed?

403
00:23:08,123 --> 00:23:11,203
If you have someone that's upset with
customer service and is coming to your

404
00:23:11,203 --> 00:23:15,513
Instagram DMs, do you have someone that's
there that's connected to corp comms to

405
00:23:15,543 --> 00:23:19,733
escalate and knows how to respond with a
canned response that's already approved?

406
00:23:20,283 --> 00:23:21,883
Do you have a graphic designer?

407
00:23:21,943 --> 00:23:22,943
Do you have a copywriter?

408
00:23:23,273 --> 00:23:26,343
Do you have someone that can create
UTM links so you can do the reporting?

409
00:23:26,373 --> 00:23:28,863
Speaking of reporting, do you
have a reporting dashboard?

410
00:23:28,973 --> 00:23:30,633
Do you know what an engagement rate is?

411
00:23:30,703 --> 00:23:32,023
Do you know what a click-through rate is?

412
00:23:32,653 --> 00:23:36,463
So I try to educate them that
publishing on social media is so

413
00:23:36,463 --> 00:23:37,603
much more than just publishing.

414
00:23:38,063 --> 00:23:40,853
I also have done a lot of A/B testing.

415
00:23:41,083 --> 00:23:43,833
I'm going back to being a little bit
of a data nerd, and I think that's

416
00:23:43,833 --> 00:23:45,243
really helpful in social media.

417
00:23:45,603 --> 00:23:50,803
We've done a lot of A/B testing where
we will take the same post, we will

418
00:23:50,803 --> 00:23:55,943
publish it on the corporate account, we
will publish it on a broker's profile.

419
00:23:56,793 --> 00:23:59,423
The corporate account will
always get way more impressions.

420
00:23:59,423 --> 00:24:00,923
We've got 2 million followers.

421
00:24:00,953 --> 00:24:04,083
It's just, it's a huge audience, but
we have 2 million followers because

422
00:24:04,083 --> 00:24:07,173
we've had a team deck- stacked
against the account for four years.

423
00:24:07,663 --> 00:24:10,006
And before that we had a free-for-all.

424
00:24:10,046 --> 00:24:12,756
It's been regularly active
for years and years and years.

425
00:24:12,956 --> 00:24:17,056
We'll post the same message on the
broker's account, and we have found

426
00:24:17,066 --> 00:24:25,012
that on average the broker's post gets
300% more clicks Um, so I use that data

427
00:24:25,012 --> 00:24:28,222
point to show them, like, what is your
goal in posting in more social media?

428
00:24:28,222 --> 00:24:32,442
You want more team visibility, you
want more lead generation, you want

429
00:24:32,442 --> 00:24:36,302
people to click on your profile, you
want people to click on your website.

430
00:24:36,616 --> 00:24:39,236
They're more likely to do that
if it's coming from a person.

431
00:24:39,466 --> 00:24:44,366
And so having those data points
ready has been super helpful because

432
00:24:44,376 --> 00:24:46,476
people can't argue against data.

433
00:24:46,666 --> 00:24:47,836
It's laid out for them.

434
00:24:47,936 --> 00:24:52,576
Every goal that you wanna achieve by
creating a team page is going to be more

435
00:24:52,576 --> 00:24:54,846
easily achievable on your own account.

436
00:24:55,176 --> 00:24:55,196
Yeah.

437
00:24:55,816 --> 00:24:58,826
So that's kind of how I've been
approaching it lately, but we'll see.

438
00:24:59,199 --> 00:25:03,619
Look, it's interesting because I've
worked on projects with clients, global

439
00:25:03,619 --> 00:25:08,509
teams, where, the advice was, yes, we
should be consolidating these pages.

440
00:25:08,609 --> 00:25:10,219
For some clients, it's down into one.

441
00:25:10,239 --> 00:25:12,629
Others, it might be, you
know, half a dozen or so,

442
00:25:12,929 --> 00:25:14,779
depending how big the client is.

443
00:25:15,119 --> 00:25:20,039
And the fear from those regional teams
is, "But what about us?" Because they do

444
00:25:20,039 --> 00:25:24,419
see that in your case there's 2 million
followers, and of course we feel like

445
00:25:24,419 --> 00:25:28,809
if we put a post on there, all 2 million
people are gonna see the post, all 2

446
00:25:28,809 --> 00:25:33,219
million of the right people, of those
local people, and trying to explain to

447
00:25:33,219 --> 00:25:38,369
people exactly in our dream worlds, every
social media manager in the world wakes

448
00:25:38,369 --> 00:25:42,089
up to know that, oh, imagine if you did a
post and all 2 million followers saw it.

449
00:25:42,099 --> 00:25:45,499
Like, oh, wouldn't that be like
a lovely land that we live in?

450
00:25:45,509 --> 00:25:51,009
Or that it got immediately sent directly
to the target audience organically.

451
00:25:51,039 --> 00:25:55,379
Like, yes, we can wake up now
because that day just does not exist.

452
00:25:55,389 --> 00:26:00,589
But I find if people don't work in
the field, that's how they think that

453
00:26:00,589 --> 00:26:04,009
it works, is literally you post and
it goes to everyone, and it's magic.

454
00:26:04,029 --> 00:26:08,369
And then, you know, the worst posts of
all are when somebody's got an event and

455
00:26:08,369 --> 00:26:11,912
I don't wanna bang on about this, but
your posts say, "Come and see us at a

456
00:26:11,912 --> 00:26:17,412
stand at a, a show" never work, no matter
how many followers are on the page.

457
00:26:17,422 --> 00:26:21,332
Like, honestly, like, they just don't
work, and they are far better off

458
00:26:21,402 --> 00:26:26,182
somebody on their personal account going,
"Hey, I'm going to this event," and

459
00:26:26,182 --> 00:26:30,682
I'm sure you've got so many examples of
particular content that speak to that.

460
00:26:30,692 --> 00:26:32,292
Like, the data's there, right?

461
00:26:32,562 --> 00:26:35,202
It's there, and I think you raise
a really important point, and

462
00:26:35,202 --> 00:26:38,852
this has been my largest soapbox
as of the past couple weeks.

463
00:26:39,262 --> 00:26:42,002
Yes, the global account has two
million followers, so we will

464
00:26:42,002 --> 00:26:44,292
always have that kind of leverage.

465
00:26:44,692 --> 00:26:47,742
But one thing that we're noticing
is that followers don't actually

466
00:26:47,742 --> 00:26:51,812
count when it comes to reach and
impressions, it's the content.

467
00:26:52,242 --> 00:26:55,552
So like for instance, you and I were
joking about how I just published

468
00:26:55,552 --> 00:27:01,042
something on my LinkedIn account,
and I have about 3,500 followers,

469
00:27:01,092 --> 00:27:04,782
and I got 101,000 impressions.

470
00:27:05,202 --> 00:27:05,352
Crazy.

471
00:27:05,362 --> 00:27:09,892
Our average impressions for
our corporate account in April,

472
00:27:09,892 --> 00:27:11,422
I believe, was like 50,000.

473
00:27:11,422 --> 00:27:11,442
Yeah.

474
00:27:11,922 --> 00:27:17,142
So it just goes to show, like you can
reach just as many, if not more people

475
00:27:17,702 --> 00:27:22,002
from a personal profile, and that's
the beauty of LinkedIn specifically

476
00:27:22,202 --> 00:27:26,622
because it's a little bit different
than Instagram, sort of like TikTok,

477
00:27:26,682 --> 00:27:29,432
but someone doesn't need to follow
you to see your LinkedIn content.

478
00:27:29,842 --> 00:27:32,702
It's being shown based on
activity and engagement.

479
00:27:33,032 --> 00:27:36,272
Like there is a way, there's a
spider web that your content can get

480
00:27:36,272 --> 00:27:38,152
caught in that that's what you want.

481
00:27:38,202 --> 00:27:42,122
And it can be really impactful
despite how many followers you have.

482
00:27:42,492 --> 00:27:45,322
Hopefully people will
test and learn and listen.

483
00:27:45,639 --> 00:27:49,829
I think that's the best advice that we
could give anyone to wrap up the episode,

484
00:27:49,829 --> 00:27:52,639
is that test and learn and be open.

485
00:27:52,909 --> 00:27:54,269
I call it the power of two.

486
00:27:54,299 --> 00:27:57,379
Get your employees and the
brand working together.

487
00:27:57,769 --> 00:28:01,279
Have a conversation around
where does this content belong?

488
00:28:01,289 --> 00:28:03,639
Is it better suited on a profile?

489
00:28:03,669 --> 00:28:05,619
Is it better suited on the page?

490
00:28:05,839 --> 00:28:09,819
Should it be on both in different ways
at different times at the same time?

491
00:28:10,079 --> 00:28:14,189
These are conversations that
need to be had and I appreciate

492
00:28:14,239 --> 00:28:17,309
everything that you've shared today
from the practical perspective.

493
00:28:17,629 --> 00:28:20,489
Now I'm just gonna throw in
one last question because I can

494
00:28:20,499 --> 00:28:23,539
'cause it's, you know, my podcast,
so that's the beauty of it.

495
00:28:23,719 --> 00:28:28,939
My question for you is this: Imagine that
I'm the LinkedIn fairies and I've got my

496
00:28:28,939 --> 00:28:34,939
magic wand ready and I can grant you one
new feature on LinkedIn that you wish

497
00:28:34,989 --> 00:28:38,979
existed and you can't have, uh, organic
impressions 'cause not even this fairy's

498
00:28:39,439 --> 00:28:44,999
wand is ever gonna bring that back to a
way, but what would you choose and why?

499
00:28:45,234 --> 00:28:48,024
So I'm actually so excited
because the rumor is that this

500
00:28:48,024 --> 00:28:49,364
is gonna happen in the fall.

501
00:28:49,994 --> 00:28:54,694
I think LinkedIn needs to start
offering collaborative posts, so it's

502
00:28:54,694 --> 00:28:57,414
something that you can do on Instagram,
it's something that you can do on

503
00:28:57,434 --> 00:29:02,274
TikTok where someone publishes a post
and it, they invite a collaborator

504
00:29:02,274 --> 00:29:03,744
and it's shown on both feeds.

505
00:29:04,118 --> 00:29:08,438
I am being told from a close source
at LinkedIn that this is a feature

506
00:29:08,438 --> 00:29:10,688
that they're rolling out in fall.

507
00:29:11,031 --> 00:29:12,021
Everyone knock on wood.

508
00:29:12,401 --> 00:29:17,181
That excites me the most because we're
investing so heavily in our people and

509
00:29:17,191 --> 00:29:20,991
getting them to be more active, and
I think a really easy way to sustain

510
00:29:20,991 --> 00:29:25,121
activity and get more visibility
for them is to tap into everything

511
00:29:25,121 --> 00:29:27,641
that they want from the corporate
account, so those two million global

512
00:29:27,641 --> 00:29:31,901
followers, those activity levels,
that person that's there to monitor

513
00:29:31,901 --> 00:29:36,151
comments and monitor direct messages,
but it's showing up on their account.

514
00:29:36,581 --> 00:29:37,431
So I'm really excited.

515
00:29:37,441 --> 00:29:40,691
That shows to me that LinkedIn is
investing in the employee advocacy piece

516
00:29:40,691 --> 00:29:45,211
that we're all working so hard to support
with third-party tools, um, and making it

517
00:29:45,211 --> 00:29:47,141
a little bit easier right on the platform.

518
00:29:47,151 --> 00:29:49,358
So I think the fairy's listening.

519
00:29:49,598 --> 00:29:50,658
I've heard it's coming.

520
00:29:51,218 --> 00:29:53,278
I'm excited to see it come to fruition.

521
00:29:53,338 --> 00:29:57,838
I hope that you're right because we've
seen it with thought leader ads that

522
00:29:57,838 --> 00:30:04,388
they take off, they work, so, there's a
big push by LinkedIn around B2B creators

523
00:30:04,398 --> 00:30:06,798
specifically, and that is your employees.

524
00:30:06,818 --> 00:30:09,068
It doesn't have to be someone random.

525
00:30:09,068 --> 00:30:10,908
It can be from people within your team.

526
00:30:10,908 --> 00:30:13,578
So I like the direction
that things are heading.

527
00:30:13,598 --> 00:30:17,828
I hope that more and more tools come
that way, uh, and I can't wait to

528
00:30:17,828 --> 00:30:19,768
see if this prediction is right.

529
00:30:19,778 --> 00:30:22,248
Sounds like it's going to be,
and that makes me even more

530
00:30:22,248 --> 00:30:23,938
excited, so thank you for sharing.

531
00:30:24,348 --> 00:30:25,468
What a conversation.

532
00:30:25,538 --> 00:30:26,178
Thank you.

533
00:30:26,228 --> 00:30:29,358
Our T-shirts are on their way, no buts.

534
00:30:29,618 --> 00:30:33,668
And to my listeners don't forget, I'm
gonna put the details on how you can

535
00:30:33,668 --> 00:30:39,128
follow the pages and follow Molly as
well because I enjoy your content.

536
00:30:39,138 --> 00:30:43,018
Thank you so much for all the perspectives
that you share about what it's like, a day

537
00:30:43,018 --> 00:30:45,808
in the life of a social media director.

538
00:30:46,088 --> 00:30:48,038
Thank you so much for coming on the show.

539
00:30:48,354 --> 00:30:49,484
Thank you so much for having me.

540
00:30:49,534 --> 00:30:50,104
This was great.

541
00:30:50,421 --> 00:30:52,451
And listeners, until next week, cheers.