How WD grew their LinkedIn following from 600K to 800K in less than a year
About this episode
Melissa Dawson discusses how WD grew their LinkedIn following significantly by integrating organic and paid strategies.
In the world of B2B social media, there is often a great divide: the "Organic Island" focused on storytelling and the "Paid Powerhouse" focused on demand gen. But what happens when you bridge that gap? Ask Melissa Dawson , Corporate Social Media Lead at WD , who drove a massive 30% follower growth and over 80 million impressions in just one year. In this episode of Behind the Post , Melissa breaks down the strategy that took WD’s LinkedIn following from 600K to 800K. She challenges the notion that organic and paid should live in separate silos, arguing that treating them as distinct entities is the biggest mistake a B2B team can make. Melissa shares her "social-first" approach to translating complex topics like AI infrastructure and sustainability into engaging content, while revealing the specific performance indicators, like the nuances of engagement rate, that signal when it’s time to put dollars behind a post. From leveraging high-level brand storytelling to humanizing a technical brand through employee stories, Melissa provides a tactical roadmap for social media managers looking to justify a bigger budget and reach the right people. Whether…
More episodes of Behind the Post
- Behind the making of B2B Social’s Rising 30 with Alina Dallal
- Building from scratch: How to bake an advocacy program that’s a total showstopper
- The B2B event campaign that reached 500K on LinkedIn by ditching corporate content
- When B2B met Picasso: How Island turned their booth into an immersive brand experience
- Infusing B2C energy into your B2B social strategy
- Why some B2B company pages win on LinkedIn (and others don’t)
Explore listener stats, chart rankings, contacts and more on the Behind the Post podcast page.