Social Pros Podcast

What does it take to turn social media into a serious business driver for B2B companies? Chris Hackney, Chief Product Officer at Meltwater, joins the show to unpack how his team connects social engagement to pipeline and revenue. In this episode, we dive into Meltwater's approach to content strategy, channel differentiation, and analytics that prove impact across the funnel. Chris also shares how his team structures workflows, leverages influencer voices, and balances brand personality with professionalism in a global enterprise. Full Episode Details 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! In This Episode: 1:50 - Protecting your brand and earn back trust in the face of disinformation 6:02 - Opportunities for AI in marketing and communications 10:56 - Chris's advice for success in human team members meeting AI technology 14:41 - How to connect one-to-one when platforms are constantly changing 17:51 - How Chris manages which platforms to invest time, energy, and money into 20:12 - Using tools like media intelligence to stay on top of trends 22:34 - Producing a framework to keep on top of the things you need to know, and how to empower your team to react in real time 31:24 - Chris's advice for aspiring social pros Resources: Connect with Chris on LinkedIn Visit the Meltwater website Visit SocialPros.com for more insights from your favorite social media marketers.

How do you turn a nonprofit's mission into a heartwarming and impactful social media experience that resonates and inspires action? Virginia Chavez, Content Manager at PetSmart Charities, joins the show to share how her team uses authentic storytelling to inspire and build community around pet adoption. She explains how they tailor content by platform, foster meaningful engagement, and prioritize stories that reflect their values. Virginia also emphasizes the power of collaboration, showing how relying on your team can turn big, ambitious ideas into impactful, resonant content. This episode also features a bonus interview with Jenny Force, Global VP of Demand Generation at Meltwater, who speaks with Zontee about their recent Meltwater Summit. Full Episode Details Virginia joins host Jennifer Harmon on this episode of Social Pros to share how her team at PetSmart Charities uses storytelling to spotlight their mission of keeping people and pets together. She dives into the creative strategy behind their "11 millionth adoption" campaign—framed like a reality dating show—and how it was tailored differently for each major social media platform. Virginia also explains how collaboration, pre-planning, and staying true to the brand's authentic voice help their content resonate across audiences. She and Jennfier discuss the importance of bringing others into the creative process early, and relying on your team for feedback, support, and ideas that make the work stronger. It's an inspiring look at how social teams can turn mission-driven content into powerful, heartwarming stories that drive real-world impact! Then, host Zontee Hou sits down with Jenny Force, Global VP of Demand Generation at Meltwater, to discuss key takeaways from the 2025 Meltwater Summit. She shares the top trends shaping marketing and PR today—including AI, agility, brand authenticity, influencers, and misinformation—and explains how brands can stay ahead by using data, embracing collaboration, and leaning into strategic experimentation. In This Episode: 3:21 - PetSmart Charities and their mission 5:46 - Virignia's role as Content Manager 7:42 - Balancing hybrid roles in digital and social 11:40 - Balancing efficiency and automation while still humanizing the brand 15:02 - How to secure employee & executive participation for social 20:40 - The reality show-like 11 million adoptions campaign 26:29 - Successful pre-production to help campaigns thrive 28:38 - Taking the leap on ambitious ideas 31:05 - The importance of collaboration in all types of storytelling 33:56 - PetSmart Charities' social strategy described in one sentence 34:31 - How authentic social media work fits into big-picture brand strategy 38:10 - Andy's advice for aspiring social pros 41:40 - Interview with Jenny Force of Meltwater Resources: Connect with Virginia on LinkedIn Visit the PetSmart Charities website Follow PetSmart Charities on TikTok Follow PetSmart Charities on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

How do B2B marketers build genuine trust across the customer journey? Joel Harrison, Founder of B2B Marketing, shares how leading brands are using thought leadership, influencer partnerships, and creative audio to stand out. From award-winning campaigns to vibrant professional communities like Propolis, Joel offers insights that challenge traditional B2B norms. Tune in for a conversation that redefines what it means to connect in the B2B space! Full Episode Details Joel joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to explore how B2B marketers can embrace creativity, take smart risks, and reclaim the power of brand. He explains why the industry is shifting toward long-term brand building and trust as key drivers of growth. Joel also shares why bravery is now one of the most valuable qualities for B2B marketers, and how storytelling and strategic thinking are making a strong comeback. Joel, Zontee and Jason also dive into the growing role of influencers in B2B, the power and resonance of audio content to build emotional connections, and how the best campaigns often come from clear-minded boldness. Joel also reveals how the most effective marketers today are balancing performance with purpose—and even weighs in on which B2C tactics don't translate to B2B. In This Episode: 1:48 - The anti-corporate creativity trend 2:26 - Favorite examples of creative anti-corporate campaigns 3:51 - Is there a clear line of going too far with this kind of work? 6:25 - How brands can do better at standing out creatively 8:09 - How organizations can wade into this influencer space by building trust and to coming off authentically 10:08 - How to successfully cultivate thought leadership internally 13:27 - Thought leadership as part of full funnel marketing 15:33 - Why engagement and conversion respond so well to creative content 16:07 - Tactics to get creative campaigns approved by CFOs, CMOs 18:20 - Upcoming trends in the awards submissions space 19:37 - What B2B can learn from B2C 21:30 - Challenges with trust that B2B organizations face 23:20 - The successful use of creative audio in the B2B space 27:36 - Joel's advice for aspiring social pros Resources: Connect with Joel on LinkedIn Visit the B2B Marketing website Visit SocialPros.com for more insights from your favorite social media marketers.

Episode Description How can marketers stay creative while steering clear of legal landmines? Ruth Carter (they/them), attorney, writer, and speaker at Geek Law Firm, joins Social Pros to unravel the legal implications of today's hottest marketing trends—from AI-generated content to brand collaborations. In this episode, Ruth shares practical guidance on navigating intellectual property, distinguishing between copyright and trademark, and staying compliant without sacrificing innovation. Whether you're experimenting with UGC or working with creators, this conversation is packed with essential legal insights for every marketer. Full Episode Details Ruth joins hosts Zontee Hou and Sunny Hunt on this episode of Social Pros to unpack the complex legal landscape marketers must navigate in today's ever-evolving industry. Ruth dives into how marketers and content creators should think about intellectual property, contracts, and copyright issues, especially when AI tools are involved in generating content. They explain why contracts should explicitly address AI use, the importance of transparency in data handling, and how marketers can avoid common legal pitfalls when working with third parties. Ruth also emphasizes the need for proactive data governance, especially in regulated industries, and encourages brands to build collaborative relationships with legal teams from the start — not just as a final approval step. Throughout the episode, they offer clear, actionable advice with their signature wit (jokingly referring to themself as a "professional killjoy") and deliver one of the most practical tips yet for anyone in a service-based business. In This Episode: 2:29 - What marketers need to know about protecting IP, and the differences between trademarks and copyright 5:50 - The specific criteria needed in order to trademark 8:34 - Leveraging the IP of others for your own purposes without getting into legal trouble 12:05 - What marketers should have in place in preperation for others to license their content 13:24 - Common mistakes and how people get themselves into trouble with legal 15:02 - Best steps to take when seeing your IP has been stolen and used illegally 18:32 - How AI-generated content relates to copyright 21:04 - Setting expectations and guidelines surrounding AI in third party-created content 22:34 - What Ruth suggests clients have in their contracts regarding AI 24:25 - How to manage confidentiality surrounding AI 26:48 - Being upfront with your audience about data collection 29:49 - Managing expectations and guardrails of compliance and legal 33:02 - How and why marketers often hit a wall with their legal teams 35:38 - Ruth's advice for aspiring social pros Resources: Connect with Ruth on LinkedIn Visit the Geek Law Firm website Follow Ruth on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University of Miami, knows the impact of strategic content, influencer partnerships, and community-driven storytelling. In this episode, we dive into how Geisha's team creates authentic, high-performing content, fosters collaboration with students, and integrates social media into broader institutional initiatives. From student creator programs to major brand activations, Geisha shares how social teams can claim their seat at the table and drive meaningful engagement. Full Episode Details Geisha Garcia joins host Jason Keath on this episode of Social Pros to share how the University of Miami is redefining higher ed social media through authenticity, collaboration, and strategic content creation. She dives into the impact of student creator programs, how her team balances institutional messaging with relatable social-first content, and why engagement is just as important as content itself. With brand activations playing a bigger role on campus, Geisha explains how social teams can proactively integrate into broader marketing initiatives—rather than reacting after the fact. She also breaks down the power of influencer partnerships, why micro-influencers often outperform big names, and how community management on TikTok is a game-changer. Geisha also shares how her team stays ahead by fostering collaboration, testing formats like carousels, and pushing for social's seat at the table—ensuring it remains a strategic force within the institution. Stay tuned after Geisha's interview for a conversation with Jason, Zontee and Sunny about Convince & Convert's new newsletter, The Trend Line. In This Episode: 1:55 - UMiami's social partnerships with other universities 7:15 - Successes and lessons learned from UMiami's TikTok account 8:31 - UMiami's new student creator program and how it operates 15:24 - How Geisha and her team found the current students in the creator program 17:54 - How the student creators benefit from the program 20:30 - The social strategy for UMiami's centennial celebration, and how it's been executed 24:40 - Community management on TikTok 26:05 - Choosing the right partnerships that will resonate with your audience 26:56 - How to correctly collaborate with brands on university socials 29:57 - Geisha's advice for aspiring social pros 32:30 - Zontee, Jason and Sunny discuss C&C's new newsletter, The Trend Line Resources: Follow University of Miami on TikTok Follow University of Miami on Instagram Follow Geisha on LinkedIn Follow Geisha on Instagram Visit the University of Miami website

How does the weather influence your daily decisions, from your morning routine to your mood? Randi Stipes, CMO of The Weather Company, understands the profound impact of weather on consumer behavior—and how to harness it for deeper connection and trust with their customers. In this episode, we explore how The Weather Company collects and leverages consumer insights to enhance user experience, inform marketing strategies, and shape content creation. From data-driven storytelling to innovative brand collaborations, Randi shares how her team turns weather-driven moments into meaningful connections. Full Episode Details Randi joins host Zontee Hou on this episode of Social Pros to discuss how The Weather Channel is using weather data to drive trust with their audience and customers. She explains how weather is the "ultimate contextual accelerant", influencing consumer behavior in unexpected ways (like how a temperature drop in the Ohio Valley can actually boost ice cream sales!) Randi also shares insights on why B2B businesses need a weather strategy, how The Weather Company is working with content creators to showcase real-life weather impacts, and the brand's partnership with the United Nations on the WeatherKids campaign, a global initiative to inspire climate action through future forecasts. She also highlights the growing role of social in driving brand authenticity and why every marketer should nurture a strong relationship with their CFO to align strategies and impact -- and gives one of the best answers yet to our "If you could have a video call with any living person, who would it be?" question with a heartwarming story you won't want to miss! In This Episode: 2:16 - The Weather Company's new brand platform, and the process of rolling it out to achieve their business goals 5:15 - How the brand works with content creators, and how they fit into The Weather Company's ecosystem 7:52 - The different audiences the brand is targeting with their content creator approach 10:38 - How The Weather Channel has changed over the course of its history, and how Randi is preparing her team for the coming evolution of the digital landscape 13:48 - How the brand is thinking about that personalization to give their audience a better expereince 15:52 - Important points for all marketers to keep in mind when building towards registration and ensuring customers see the brand as an ongoing partner in their lives 19:37 - Things that will be really valuable for The Weather Company and all marketers to think about when collecting information about how customers behave so that a better story can be told to them 23:14 - How to think about insights that serve B2B partners, and why every B2B business needs a weather strategy 28:4 - WeatherKids, a joint program with the United Nations Development Program and the World Meteorological Organization. 31:38 - Who Randi would most want a video call with, and the wonderful story explaining why 36:02 - Randi's advice for aspiring social pros Resources Download The Weather Channel app Follow The Weather Channel on TikTok Follow The Weather Channel on Instagram Visit The Weather Company website Visit The Weather Channel website Visit SocialPros.com for more insights from your favorite social media marketers.

How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilk's approach proves that when brands invest in their fans, the impact is both powerful and lasting. Full Episode Details Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so important—and how Buttermilk helps brands nurture those relationships in meaningful ways. With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands. Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving. In This Episode: 2:02 - Large shifts in the influencer space over the last decade, from just a few big influencers to thousands of micro influencers 5:39 - Buttermilk being community first and finding tastemakers in communities 8:05 - How Buttermilk nurtures and grows the relationship between brands and their fans 10:25 - How Jamie advises his clients to get customer insights from their biggest fans 12:33 - The beginning of Jamies' career and the origins of Buttermilk 16:38 - Not getting hyper-fixated on trends in 2025 19:42 - Thoughts and advice on the future of TikTok 22:22 - The flaws of AI influencers in social, and the Gen Z hunger for more real life experiences 24:40 - The democratization of creativity in marketing teams and brands 29:56 - Jamie's advice for aspiring social pros Resources Visit Buttermilk's Website Follow Buttermilk on LinkedIn Follow Buttermilk on Instagram Follow Buttermilk on TikTok Visit SocialPros.com for more insights from your favorite social media marketers.

How do you take a global hospitality brand and make it feel personal, heartfelt, and human? Dannii Ceniceros, Senior Analyst, Global Social Engagement at Hilton, reveals how his team turn trending moments into magical ones. From helping a kitten named Wisp recover safely to gifting a TikTok storyteller their dream trip to London and Paris, Hilton's social media strategy is all about social listening, staying nimble, and creating authentic emotional connections. Full Episode Details Dannii joins this episode of Social Pros to share how Hilton's social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to what's happening online and spotting opportunities to make genuine connections with their audience. Hilton's approach is all about little actions that create lasting impressions. These efforts don't just delight current guests, they also catch the eye of future customers, putting Hilton top of mind when it matters most. We all know social is fast and timing can be everything. Dannii explains how Hilton's team combines teamwork, social listening, and a clear game plan to act quickly when the moment is right. This approach is not about chasing every trend; it's about knowing when and how to show up in a way that aligns with your brand's values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine. In This Episode: 1:57 - Dannii's role at Hilton and his team's creative approach to online trends 3:58 - How Hilton helped Wisp the kitten and turned travel stress into a heartwarming moment 8:31 - ReesaTeesa's TikTok journey and Hilton's thoughtful response 12:04 - Why speed and nimbleness are key in social media 12:54 - Using social listening tools to identify opportunities 14:15 - The importance of a vetting process for social initiatives 15:52 - Leveraging data to overcome leadership resistance 16:42 - Leadership's focus on aligning initiatives with Hilton's values 17:46 - The story behind Hilton's viral TikTok trend 20:25 - How defined processes drive Hilton's success on social 22:44 - The Wicked-inspired rooms and their overwhelming success 27:18 - Dannii's advice for aspiring social pros Resources Connect with Dannii on LinkedIn Follow Hilton on Instagram Follow Hilton on Threads Follow Hilton on TikTok Follow Hilton on X Subscribe to Hilton on YouTube Visit SocialPros.com for more insights from your favorite social media marketers.

What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves. Full Episode Details Lululemon's new brand identity is more than just a refresh. It's a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it's also about emotional and mental well-being. Whether it's the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level. During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it's through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging. Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon's global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus. In This Episode: 1:42 - Ravi shares what excites him most about Lululemon's new brand identity and its focus on how products and movement make people feel 4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns 5:30 - The three pillars of Lululemon's new brand identity: Honest, Playful, and Vibrant 9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors 15:18 - The evolution of Lululemon's approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding 22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities 27:27 - Why training and experience have made Lululemon's team more confident in tackling sensitive topics and balancing inclusivity in campaigns 29:15 - Ravi's advice for aspiring social pros Resources Visit Ravi's Website Follow Lululemon on Instagram Follow Lululemon on TikTok Visit SocialPros.com for more insights from your favorite social media marketers.

As it's Thanksgiving week, we're taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI's ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic. Full Episode Details The American Marketing Association is probably an organization you're familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing. We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA. Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn't just belong in the creative realm. There's also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community. In This Episode: 1:08 - How the American Marketing Association supports the marketing community 4:58 - Why marketers need communities more than ever 7:28 - How marketers can embrace AI 11:00 - What marketers need to know about different privacy regulations 13:13 - Balancing communication with community members 17:24 - How Bennie speaks to future marketers 20:38 - How marketers can communicate their value to a wider organization 24:46 - Why risk and curiosity are key to marketing 29:37 - Leading authentically in marketing 31:23 - Bennie's one tip for those wanting to become a social pro Resources Join the Social Pros community on LinkedIn American Marketing Association Connect with Bennie on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

Getting your message heard in today's crowded digital world isn't easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience. Full Episode Details In today's digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how simplifying your messaging can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home. Steve reveals how understanding the brain's natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting "memory darts" and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters. This isn't just about cutting words—it's about connecting on a deeper level. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you're navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication. In This Episode: 2:23 - Steve introduces himself and shares what he does 4:16 - The importance of clarity in cutting through today's noisy digital landscape 7:17 - How the brain's RAS and WIIFM principles make messages stick 9:20 - Staying authentic and relevant amid AI-generated content—and why clarity is the answer 11:50 - Breaking down Steve's four-step "Clarity Formula" for effective communication 15:03 - How structuring information like a pyramid helps simplify messaging and win over stakeholders while keeping audiences engaged 17:57 - Why timeless communication principles still apply in the age of social media 20:16 - Questions social marketers should ask to ensure their messages are clear and effective 22:14 - Brand examples: what FedEx gets right, and UPS gets wrong about messaging 26:35 - Using "memory darts" to create messaging that drives referrals 31:26 - Steve's advice for aspiring social pros Resources Connect with Steve on LinkedIn Visit Steve's Website Visit SocialPros.com for more insights from your favorite social media marketers.

Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn's Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI. Full Episode Details Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to "swing for the fences" by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social. Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table. In This Episode: 2:55 - The origin story of Content Marketing Institute and Content Marketing World 5:27 - Why marketing teams are stuck in "busy work" and how to break free 6:00 - The power of "swing-for-the-fences" content projects that move the needle 6:29 - The rise of zero-click content and how it's reshaping social strategy 7:19 - Why AI adoption pressures could lead to missed opportunities 9:05 - "Valuable friction" and why it's key to smarter, more effective teams 11:46 – Robert's book 'Content Marketing Strategy: Harness the Power of Your Brand's Voice' 13:42 - What content marketers and marketers in general should have on their radar for 2025 14:05 - Why brands should rethink "other people's platforms" 15:38 - Robert's advice for Social Pros 17:10 - What living person Robert would have a video chat with 17:56 - Amber's journey from marketer to enterprise sales leader at LinkedIn 19:00 - Why thought leadership is essential in today's digital world 23:06 - Balancing personal brand with corporate storytelling 25:04 - Creating frameworks to shape and strengthen your thought leadership voice 26:51 - Amber's advice for Social Pros 27:21 - What living person Amber would have a video chat with Resources Connect with Robert on LinkedIn Connect with Amber on LinkedIn Content Marketing World Content Marketing Institute Visit SocialPros.com for more insights from your favorite social media marketers.