In a world flooded with AI-generated noise, most B2B brands are still treating social like a billboard—when it’s actually the front page of their brand.In this episode, Jacqui Morgan, breaks down why most content gets ignored and what it really takes to earn attention, build trust, and drive results. We get into why social is a business driver (not a support channel), why chasing the algorithm is a losing game, and how to shift from “posting to exist” to creating content people actually want. From B2B influencers to employee advocacy, this is a no-BS playbook for making social work. If your feed feels like a ghost town, this episode will tell you why and how to fix it.We also explore:Why “likes” are a vanity metric—and what actually signals real impactThe death of the follower and the rise of interest-based algorithmsHow to turn employees into brand advocates (without forcing cringe posts)Why most CEOs fail at personal branding—and how to not be one of themThe shift from mass reach to small, high-value communities that actually convert.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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