How Global B2B Brands Balance Company Pages, Paid, Organic and Employee Advocacy

How do global B2B brands balance LinkedIn Company Pages, paid social, organic content and employee advocacy? In this episode of Social Media for B2B Growth, Michelle J Raymond speaks with Molly Hopkins, Associate Director of Social Media at CBRE, about what it takes to manage LinkedIn strategy inside a large global B2B organisation.

Molly shares practical lessons on treating social media as an ecosystem, supporting executives and employees, managing multiple Company Pages, and deciding when content belongs on the brand Page versus a personal profile.

Key moments in this episode:

00:00 – Introduction

01:45 – What a global B2B social media role really involves

04:45 – Why clear processes matter for social media teams

06:55 – How paid, organic, executive and employee content work together

09:35 – A practical tiered approach to employee advocacy

13:20 – Why you can’t force employees to post on LinkedIn

18:25 – Why LinkedIn Company Pages are not dying

21:35 – Managing 150+ LinkedIn Company Pages globally

23:35 – Why personal profiles can drive more clicks than Company Pages