Social media waits for no one. Social was the Wild West. Now, it’s one of the most powerful tools for business growth. The question is: how do you keep up and craft a social strategy that actually wins?

In this episode of Earning Your Seat, Kirsten Echeverry reflects on the unique challenges of running social media marketing globally. Kirsten is the Director of Social Media and Influence at IBM, a leading voice in B2B marketing for tech with a decade’s worth of experience in communications roles for consumer brands.

A successful social media strategy rests on finding the right balance between building brand equity and promoting products. Behind the scenes, marketers must learn how to navigate the friction between marketing and comms teams, translate executive vision into content that sticks, and manage corporate caution to drive creativity.

Kirsten comes with a wealth of valuable insights on the most effective social media plays today, from the professionalization of content creators to using social listening as a tool for building data-driven comms strategies and navigating crises.

This episode is for anyone who is looking to step into marketing leadership roles and build a playbook for owning social media in today’s fast-paced landscape.

Earning Your Seat is a Meltwater podcast.

Episode Highlights:

(00:00) Welcome to Earning Your Seat

(03:16) Balancing Marketing and Comms Priorities on Social Media

(07:16) Navigating Risk on Social

(12:30) Juggling the Different Pieces of a Corporate Social Media Strategy

(23:55) Driving the Conversation About Your Brand

(26:02) How Creators are Shaping Social

(45:23) The Science and Business of Social

(47:28) Using Data to Build a Social Media Strategy

(55:45) How Social Listening Insights are Driving a Different Marketing Strategy

Connect with Kirsten:

• Kirsten Echeverry on LinkedIn: https://www.linkedin.com/in/kirstenmberg/
• Get a Glimpse of IBM’s Social Media Strategy: https://www.linkedin.com/company/ibm/

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Get in Touch With Us
If you have any questions about this episode, email us at earningyourseat@meltwater.com