A big hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More. I had fantastic conversation with Steve Kearns, Head of Blog and Social Media Marketing for LinkedIn Marketing Solutions. He shares a lot of his experience, including lessons learned in a blog migration and I captured a big chunk of it in Part 1. And now here’s Part 2 and we're going to talk about social media marketing and also blog writing and more so stick around.   Pam Didner: So what social media channels are you using in addition to LinkedIn, of course?   Steve Kearns: We've had a, a bit of like a story journey in terms of figuring out what social media platforms we should leverage, especially organically. Because my team handles organic social media; we're currently across LinkedIn, Twitter, Instagram, and YouTube. So those are really the four platforms that we want to take advantage of.   Pam Didner: Facebook is not one of your options. Can you tell us why?   Steve Kearns: Yeah. And this is, this is a conversation that we've gone back and forth on internally quite a bit. So, there's two things here. The first is looking at the context of different platforms and what those platforms are going to do for us. So right now, our channel mix, Twitter, LinkedIn, Instagram, YouTube are all vastly different content platforms.   Pam Didner: Completely. I'm actually on all platforms and many people would tell me, “Pam, you should focus on one,” but the thing is, I'm a consultant. And the B2B marketing consultant, I need to know old platforms. So I test the waters all the time. And, uh, I also know that doing the video platform is very different than say writing blog.   Steve Kearns: Exactly. Yeah, so you know, one of the things that, that we've, we've tried to really focus in on is making sure that we can communicate in very different contexts in each of, on each of those platforms--so video on YouTube, obviously. We do a lot of graphic content on Instagram. That's really top of funnel. Uh, on Twitter, we have an opportunity to have a little more of a conversation with our audiences and, and have that news style programming. And then on LinkedIn, you know, that's really our bread and butter channel when it comes to showing that we can be a best in class use case for marketing on the platform. So, you know, in terms of your question, Pam around, why not FaceBook, I think there's so much overlap on Facebook between the use cases on Twitter, the use cases on LinkedIn, YouTube, et cetera, that we didn't feel that we needed to add another platform to the mix. Um, you know, there was also a, a kind of a conscious decision around, we want to make sure we're investing primarily in LinkedIn. Like Facebook, Facebook, Google, Twitter, I mean, they're all key advertising competitors of ours. We want to make sure that--not so much that we don't see the value in marketing on Facebook; we absolutely do. It's more of, “okay, my team has 40 hours a week to spend on doing social marketing.   Pam Didner: Yeah, you want to prioritize.   Steve Kearns: I want them to be spending 30 of those hours thinking about, uh, you know, how we market on LinkedIn.   Pam Didner: On these four channels.   Steve Kearns: Exactly. Yeah. So, I mean, I would say one of the, the interesting things about my journey at LinkedIn is looking at how much more robust LinkedIn and our LinkedIn Pages experience has been over the last five years. So when I first joined the social marketing team five years ago, we were primarily using Twitter because our platform didn't have the capabilities that now has to be as dynamic, you know, in terms of capability to have events, streaming capabilities--you know, just the, the page manager experience to be able to have those two-way conversations as a brand. Now you can do all of that on LinkedIn. So it gives us a really clear mandate to say, we now have all of the tools we need to build a brand on LinkedIn first.