Behind the Post

Hosted by Oktopost

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May 2026

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About the show

Behind the Post is a podcast by Social Media Managers, for Social Media Managers. From cracking the code of algorithms to crafting thumb-stopping content, host Alina Dallal takes you on a thrilling journey behind the scenes of what it truly takes to captivate online audiences. The conversations are as diverse as the platforms they discuss, covering everything from the psychology of engagement to the latest trends that redefine the social media game.

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60 recent

May 7, 202622 min

Behind the making of B2B Social’s Rising 30 with Alina Dallal

In her final episode, Behind the Post host Alina Dallal steps into the hot seat, joined by Oktopost’s CMO Colin Day, to go behind the scenes of B2B Social’s Rising 30 — a community-led campaign celebrating 30 standout voices in B2B social media who are pushing boundaries, sparking conversations, and shaping B2B social as we know it. An initiative she built and executed from the ground up that took the B2B social industry by storm.She unpacks the “why” behind it: spotting a clear gap where social media managers were driving real business impact, but rarely getting the recognition they deserved. What started as a simple idea became a standout industry moment, spotlighting the people behind B2B social’s real influence.Alina breaks down how she brought it to life, shaping the concept, engineering participation at scale, and keeping execution tight with simple but critical systems like a single source of truth and strong launch-day structure under pressure. She also shares what most campaigns miss: making people feel seen. From tailored winner messages to physical recognition, she unpacks why small, personal moments carried more weight than any mass announcement. But the real surprise wasn’t the launch, it was what followed. The campaign sparked a peer-led movement that continued to grow long after going live, something she’s excited to keep watching evolve. She reflects on how much fun it’s been building B2B Social’s Rising 30, how strongly it resonated with the community, and how she’ll be cheering on every future cohort from the sidelines.As Alina puts down the mic, her message is simple: soak up every opportunity, challenge yourself constantly, and don’t wait for a reason to connect with industry peers — because the relationships you build often shape your career more than anything else.Hot Topics:Why understanding your audience is everything, and how it shaped Rising 30 from day oneHow to design for participation, not just awareness, and actually get people to take partHow to run a seamless launch day with one source of truth, clear structure, and tactics that ensure zero chaosWhy personal, human moments beat mass comms every timeWhy staying curious, connecting with peers, and building real relationships will accelerate your career more than you thinkAs for what’s next for Behind the Post, this podcast will be back before you know it in a refreshed format with a new host, so make sure you’re still subscribed so you don’t miss what’s next.If you know someone who deserves the spotlight on 2026’s B2B Social’s Rising 30, nominate them (or yourself!) by May 21 2026.

May 5, 202618 min

How WD grew their LinkedIn following from 600K to 800K in less than a year

In the world of B2B social media, there is often a great divide: the "Organic Island" focused on storytelling and the "Paid Powerhouse" focused on demand gen. But what happens when you bridge that gap? Ask Melissa Dawson, Corporate Social Media Lead at WD, who drove a massive 30% follower growth and over 80 million impressions in just one year.In this episode of Behind the Post, Melissa breaks down the strategy that took WD’s LinkedIn following from 600K to 800K. She challenges the notion that organic and paid should live in separate silos, arguing that treating them as distinct entities is the biggest mistake a B2B team can make. Melissa shares her "social-first" approach to translating complex topics like AI infrastructure and sustainability into engaging content, while revealing the specific performance indicators, like the nuances of engagement rate, that signal when it’s time to put dollars behind a post.From leveraging high-level brand storytelling to humanizing a technical brand through employee stories, Melissa provides a tactical roadmap for social media managers looking to justify a bigger budget and reach the right people. Whether you’re a team of one managing both sides of the coin or trying to align with a separate demand gen team, this episode is packed with insights on how to make your audience the true north of your strategy.Hot Topics:Why treating paid media as a distribution channel and organic as "the real work" is a missed opportunityHow to use engagement rates and content pillars to decide exactly which posts deserve a budget boost.The specific types of storytelling and employee-centric content that drove 200,000 new followers on LinkedIn.How to build a business case for social media budget by focusing on audience precision over vanity metrics.

April 14, 202615 min

Building from scratch: How to bake an advocacy program that’s a total showstopper

What do you do when you’re tasked with launching an employee advocacy program from absolute zero? If you’re Keara Klose, the Social Media Manager at TTEC Digital, you roll up your sleeves and go "super duper grassroots". In this episode, Keara joins us to share her incredible journey of building a pilot program manually, using nothing but Teams chats and pure tenacity, and how she eventually leveled up to a professional-grade strategy with Oktopost.Keara dives into the early days of coaching advocates on LinkedIn basics and profile polishing, all while acting as a human "copy-paste" machine to get posts live. While her manual efforts were a massive success in proving the concept, Keara explains the "aha!" moment when scaling required a real solution. We discuss how moving to a dedicated tool transformed the advocate experience from a time-consuming chore into a seamless "two-click" process.Beyond just sharing content, Keara reveals how she uses the tool to track explosive growth and foster friendly competition through automated leaderboards. Whether you're looking to move away from manual spreadsheets or want to learn how to bake feedback into your program to avoid burnout, Keara’s tactical advice is the secret ingredient you’ve been looking for.Hot Topics:Why starting scrappy is often the fastest way to prove and scale an advocacy programHow making advocacy effortless is the key to driving real, consistent adoptionWhy visibility, results, and a little competition dramatically boost engagementHow balancing structure with flexibility helps advocates show up more authentically

March 31, 202621 min

The B2B event campaign that reached 500K on LinkedIn by ditching corporate content

What if the secret to a sold-out B2B event wasn’t another polished speaker graphic, but a video of your team tasting the catering, or fixing a flat tire on a branded bike?LinkedIn is a social platform first, and the brands that win are the ones that actually act like it.In this episode of Behind the Post, we sit down with Alexandra Wittmann, Senior Social Media Manager at Celonis and the marketer behind the standout “Behind the Scenes at Celosphere 2025” campaign.Instead of following the traditional B2B playbook, Alexandra created a 9-part video series that treated a major tech event like a human story. The result? A finalist spot at the 2025 B2B Marketing Innovation Awards and over half a million organic impressions.We break down the exact “scroll-stopping” framework she used to make Celosphere feel relatable before it even began, from coordinating 25 internal “stars” to why a simple “What to Wear” video outperformed strategic content.You’ll also learn how a 1,000-strong employee advocacy program helped amplify the campaign, and why messy, real, behind-the-scenes content consistently beats polished perfection on LinkedIn.If you’re a B2B marketer, event lead, or social media manager looking to create content people actually care about, this episode is for you.Hot Topics:Why relatable, human moments outperform traditional event promotionHow to coordinate 25+ employees as on-camera brand advocatesScaling reach with a 1,000-person employee advocacy programUsing iPhone footage, POV videos, and social trends to capture real event energy

March 17, 202612 min

When B2B met Picasso: How Island turned their booth into an immersive brand experience

What happens when you swap a traditional, dry cybersecurity booth for a Picasso-inspired art gallery? You win a B2B Marketing Innovation Award. In this episode of Behind the Post, we’re joined by Talia Goldman, Content Marketing Manager at Island, to peel back the curtain on their "Workspace of Art". Talia dives into how they transformed a standard event presence at the Gartner IT Symposium into an immersive, AI-powered experience that had executives lining up to be turned into cubist masterpieces.Talia shares the tactical blueprint of how Island merged high-tech AI with human-centered design to redefine what brand storytelling looks like in the enterprise space. We talk about the "less is more" approach to booth messaging, the importance of creating intrigue on social media through travel-themed teasers, and how to empower your team on the ground with easy-to-use employee advocacy tools. If you’ve ever felt like your B2B marketing was getting a bit too robotic, this episode is a masterclass in putting the human back in the driver’s seat, even when you’re using AI to do the heavy lifting.Hot Topics:The core principles of human-centered design and why they matter more as technology evolvesHow to find the perfect balance between high-tech AI tools and authentic human storytellingTactical ways to use social media to build event anticipation and capture live momentumTips for building a scalable brand platform that can be extended across global events

February 24, 202616 min

Infusing B2C energy into your B2B social strategy

Stop us if you’ve heard this one before: “It’s B2B, so it needs to be professional.” While that usually translates to “boring,” Kassandra Quinn, Social Media Strategist at ModSquad, is here to debunk the myth that B2B has to be stiff. With over a decade of experience across B2C and B2B, Kassandra has mastered the art of bringing "people-first" energy to the corporate feed.In this episode, Kassandra dives into why the most successful B2B strategies mirror B2C mindsets by remembering there is always a human on the other side of the screen. She shares how ModSquad uses humor, like their "CX Nightmares" Halloween campaign featuring "ghosted customers", to build genuine trust and relatability. We also tackle the evolving world of B2B influencer marketing; Kassandra explains why the "practitioner-influencer" is the new gold standard for building authority within niche communities.Whether you’re struggling to speak to multiple personas or trying to navigate a complex buyer journey, Kassandra offers a masterclass in keeping the "social" in social media. She breaks down how to create content that stretches across the entire funnel and why aligning with your demand gen team is critical for translating customer pain points into thumb-stopping posts.Hot Topics:How to bring B2C energy into B2B content (without losing credibility)What B2B influencer marketing really looks like today, and how to do it rightA simple checklist for deciding if a trend is worth jumping onHow to create social content that works across the entire B2B funnel

February 10, 202626 min

Why some B2B company pages win on LinkedIn (and others don’t)

What do you get when you mix almost a decade of B2B social experience, a 500K+ personal brand, and a strategist who’s seen a lot of LinkedIn feeds? A masterclass in what actually makes B2B social work, and what’s quietly holding most brands back.In this episode of Behind the Post, we’re joined by Luis Urgell, B2B Socials Rising 30 star and founder of Timewarp., to break down how he evaluates B2B brands on social, and what you can learn from it as a social media marketer.Luis walks us through the exact signals he looks for when landing on a B2B LinkedIn page, from hiring patterns to posting cadence, and why these details matter more than most teams realize. Think of this episode as an inside look at how your page is being judged, by peers, prospects, and decision-makers alike.We get tactical. Luis shares one simple change social teams can make this week to improve content performance, the most common mistakes he sees during audits, and why many B2B brands are unintentionally leaving attention on the table by playing it too safe.He also breaks down what good B2B social actually looks like today, including why employee-led content works so well, how brands like Zapier are getting it right, and why TikTok can be a powerful testing ground even if LinkedIn is your main channel.If you’re a B2B social media manager looking to sharpen your instincts, spot gaps faster, and build a strategy that actually stands out, this episode is packed with lessons you’ll want to steal.Hot Topics:What to look for when evaluating a B2B LinkedIn pageThe fastest way to boost engagement using employee advocacyCommon content mistakes B2B brands keep makingHow to experiment without blowing up your brand voice

January 20, 202634 min

8 social media goals to set for 2026 with Travis Tyler

To kick off 2026, we're going way beyond “boost engagement” and “grow followers.” In this powerful and personal episode, Travis Tyler, Senior Social Media Manager at Motion and one of Oktopost’s B2B Social’s Rising 30 stars, joins us to share eight social media goals that every B2B social media marketer should consider this year.But these aren’t your typical KPIs.Using the Wheel of Life assessment tool, Travis walks us through a new way of setting goals, ones that consider your career, creativity, wellbeing, finances, and even joy.Travis gets real about money, mental health, burnout, side hustles, parenthood, and finding creative outlets that don’t come with a performance metric. It’s one of the most vulnerable and validating conversations we’ve ever had on Behind the Post, and one that every social media marketer needs to hear.So if you’re feeling overwhelmed, underpaid, or just unsure what success looks like in 2026… hit play. This episode will meet you where you are.Hot Topics:How to set social media goals that serve your life, not just your brandBudget, burnout, and side income: the financial realities of being a social media manager todayWhy every SMM should take an improv class (really)The power of community, and how to find yours this yearNeed to get your hands on more tips, lessons, and advice from our B2B Social’s Rising 30 cohort of 2025? Get inspired in one click.

December 9, 202514 min

The 5 core pillars behind a standout employee advocacy program

This week on Behind the Post, we’re getting tactical with employee advocacy pro and B2B Social’s Rising 30 star, Dasle Hong, Senior Brand Marketing Manager at DailyPay.Dasle wears multiple hats: social media, employee advocacy, and brand reviews, and she’s using all of them to build a brand that not only shows up externally but rallies employees internally. In this episode, she shares exactly how she’s built successful employee advocacy programs that align with business goals and genuinely resonate with employees.From her unique career path encompassing both HR and marketing, Dasle brings a deep understanding of what motivates people to share, how to find your internal champions, and the five essential pillars she uses to run advocacy programs that don’t fizzle out. Spoiler: it’s not just about content, it’s about culture, onboarding, education, and connection.Plus, she shares the unexpected places she’s found superstar advocates (hello, book club!) and why new hires are her secret weapon.If you're building or scaling an employee advocacy program, or struggling to get people to actually post, this episode is your cheat sheet.Hot Topics:The 5 core pillars of a successful employee advocacy program Why new hire onboarding is her #1 tactic for long-term advocacy adoptionHow to identify internal ambassadors without forcing itThe HR x Marketing mindset shift that will take your advocacy strategy to the next levelNeed to get your hands on more tips, lessons, and advice from our B2B Social’s Rising 30 cohort of 2025? Get inspired in one click.

November 25, 202523 min

Inside HCLTech’s supercharged ambassadors club, the advocacy program with a waitlist

This week on Behind the Post, we're getting supercharged with Eeshita Mittal, Marketing Manager at HCLTech and the driving force behind the Supercharged Ambassadors Club, HCLTech’s employee advocacy program that’s redefining talent attraction and retention in the B2B tech space.Eeshita shares how this purpose-driven initiative evolved from a pilot to a global community of 200+ employees across 25+ countries. From fresh grads to senior VPs, the program spans functions, geographies, and career stages, making it more than just advocacy; it’s a movement.She dives into how HCLTech empowers ambassadors through personal branding workshops, hybrid content creation sessions, and direct engagement with leadership, including the CMO, who reads and interacts with employee posts. Spoiler: Some ambassadors saw their LinkedIn followers grow 5-10x within six months.With a 187% increase in LinkedIn reach and rising earned media value, this initiative proves that human storytelling and community-building are powerful tools in a B2B world.If you're looking for tactical ways to attract top talent, scale advocacy, or build a loyal internal brand army, this episode is your blueprint.Hot Topics:How HCLTech launched and scaled their employee advocacy program globallyWhat makes the Supercharged Ambassadors Club so effective, and in such high demandWhy employee advocacy is crucial for both attracting and nurturing talentHow leadership involvement fuels ambassador motivation and program success