B2B Social Media Strategy Discussion

12 snips

Apr 27, 2026

Guest

Carmen Vicente, social and content lead at Slate, moderates the conversation. Jeff Meltz, Head of Social at Atlassian, shares strategy and internal advocacy experience. Brianna Doe, founder of Verbatim and influencer expert, brings internet culture and virality insight. They discuss personal brand building, handling critics, community versus audience, getting executives to post, and how B2B social differs from B2C.

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ANECDOTE

Meeting A Troll Defused Online Feuds

Dave met his most vocal online critic in person and discovered they acted politely offline.
That encounter convinced him to stop engaging with trolls and preserve his time for productive work.

ADVICE

Make Work Visible Internally If You Don’t Want To Post Publicly

You don't have to 'build in public' the same way as everyone else; make invisible work visible internally or in niche communities.
Jeff advocates surfacing cross‑functional wins to secure funding and recognition without constant public posting.

ADVICE

Small Relevant Audiences Beat Big Irrelevant Ones

Stop equating follower count with success; small, relevant audiences can be more valuable than large numbers.
Brianna says 500 followers or even five can be enough if they’re the right people.

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#350 | Dave was a guest on Slate's Social Social Club webinar for a conversation about everything organic marketing and B2B social media strategy with Jeff Meltz (Head of Social at Atlassian), Brianna Doe (Founder, Verbatim), and Carmen Vicente (Social Strategist at Slate). If you are thinking about things like creating content on LinkedIn, making videos, writing content for your executive team, trying to understand measure the ROI of social media - this is a good session to listen to.

Timestamps

(00:00) - - Intro: Dave, Brianna Doe, and Jeff Meltz (Head of Social, Atlassian) join Slate's Social Club webinar
(08:59) - - Personal brand building: how they started and how they justified it before it was a playbook
(13:24) - - How to handle trolls and critics when you post publicly
(17:16) - - Do marketers have to build a personal brand? What "building in public" actually means
(22:24) - - The difference between an audience and a community, and what brands get wrong
(25:28) - - Personal page vs. company page: where to focus your energy
(29:31) - - Audience Q&A: how to get reluctant executives to post
(33:56) - - Ghostwriting for executives: what works and what doesn't
(36:42) - - Shifting from B2C to B2B social: how to reset your metrics and mindset
(39:15) - - What's changed on LinkedIn and what you had to let go of
(41:20) - - What B2B and B2C can learn from each other
(44:13) - - Rapid fire: favorite LinkedIn follows, creative inspiration, books
(47:26) - - One tip for people just starting to build a presence online

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