Beyond the Scroll: How Social Media Is Reshaping B2B Brands

Social media isn’t just where brands show up anymore, it’s where customers learn, research, and decide who they trust.

In this episode of We Built This Brand, Chris sits down with Luke Leinberger, Global Head of Social Media at Gravity Global, to talk about building a global social strategy, bringing B2C-style storytelling into B2B marketing, and creating content that actually earns attention. They also explore how AI, changing search behavior, and evolving customer expectations are reshaping the role social media plays in building brands.

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Show Highlights:
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(00:00) Social Learning Shift
(00:06) Meet Luke Lineberger
(01:15) From Copywriter to Gravity
(02:52) Boutique to Global Agency
(05:23) Building a Global Social Team
(08:07) What Makes Great Social Content
(12:22) B2B vs B2C Storytelling
(15:55) Social Media in the Sales Funnel
(19:52) Branding and the FAB Model
(26:09) AI, Regulations, and Favorite Brands

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