That Social Media Episode


Oktopost’s Director of Social Strategy, Jennifer Gutman, talks to That Marketing Podcast about Employee Advocacy, managing social media in a crisis, and why “vanity metrics” do actually offer value if you use them properly.

Social media is a tricky beast. Everyone is trying for a post that ends up reaching far beyond its original audience, while desperately hoping not to be memorable for all the wrong reasons.

That Marketing Podcast sits down with Jennifer Gutman, Director of Social Strategy at Oktopost, to talk about how social is evolving, and how marketers can use it effectively to build engagement and ultimately drive revenue:

  • The multiple benefits of Employee Advocacy:

“[Employee Advocacy is] also about internally being a great place to work. Employees are much more likely to share content when they’re happy where they work, or they’re engaged with what they’re doing. And so by building an employee advocacy programme and helping your employees share content, you’re actually contributing to building a very strong company culture. What we’re seeing is that when you have a programme in place, you’re doing incentives and you can have a leaderboard, for example, and create friendly competition. Employees want to feel a part of something”

  • Why we shouldn’t just dismiss “vanity metrics”:

“I actually like to call vanity metrics, insightful metrics or insightful KPIs, because it does give us some glimpse into the direction we need to go into understanding our audience and what type of content encourages more brand interaction. And from a like, or from a comment or those “vanity metrics” it does give us an idea of how social can impact overall marketing goals”

  • How Oktopost’s own strategy has adapted to the circumstances of COVID-19:

“A huge component for our social strategy became on-demand content, because you just don’t know your prospects’ and customers’ workdays, you need to be able to provide them with content that they can view at any time, right? Is lunchtime still 12 to 1, or did lunchtime change to three to four because people are homeschooling the kids or walking the dog. So I think being able to adapt on-demand content, focus on your corporate blog, and make sure that when you bring people to your blog, that there are relevant redirects to be helpful, because I think that’s really what people are looking for right now”

About the Speaker

Jennifer Gutman

Jennifer Gutman is a seasoned digital nomad and employee advocacy expert.  Currently serving as the Director of Social Strategy at Oktopost, Jennifer loves empowering next-gen marketers.  Prior to leading the social team, she worked alongside Oktopost’s top enterprise B2B brands rolling out successful employee advocacy programs.

See more from Jennifer here:

LinkedIn   Twitter

About the Presenter

WhatsApp Image 2020-01-24 at 11.11.00

‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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