What does it take to turn social media into a serious business driver for B2B companies? Chris Hackney, Chief Product Officer at Meltwater, joins the show to unpack how his team connects social engagement to pipeline and revenue. In this episode, we dive into Meltwater's approach to content strategy, channel differentiation, and analytics that prove impact across the funnel. Chris also shares how his team structures workflows, leverages influencer voices, and balances brand personality with professionalism in a global enterprise.

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Chris joins hosts Zontee Hou and Jennifer Harmon on this episode of Social Pros to share how Meltwater's social media strategy drives real business outcomes, especially in the B2B space. He breaks down how the team maps social content to different stages of the funnel, tailors messaging by channel, and uses data to prove the impact of social on both awareness and pipeline. Chris discusses how Meltwater's global team balances centralized governance with regional execution, and how they tap into employee voices and influencer partnerships to expand reach and relevance.

Chris also shares lessons from recent initiatives like their Meltwater Champions program, and explains why social media teams should think more like editorial hubs than traditional marketing arms. Chris reflects on the rise of AI in social workflows—calling it "in its toddler phase"—and urges marketers to stay curious as the tools mature. He also shares his take on where social apps are headed next, predicting even deeper tribalism and fragmentation across platforms. All that and more on an all-new episode of Social Pros!

In This Episode:

• 1:50 - Protecting your brand and earn back trust in the face of disinformation
• 6:02 - Opportunities for AI in marketing and communications
• 10:56 -  Chris's advice for success in human team members meeting AI technology
• 14:41 -    How to connect one-to-one when platforms are constantly changing
• 17:51 -  How Chris manages which platforms to invest time, energy, and money into
• 20:12 - Using tools like media intelligence to stay on top of trends
• 22:34 - Producing a framework to keep on top of the things you need to know, and how to empower your team to react in real time
• 31:24 - Chris's advice for aspiring social pros

Resources:

• Connect with Chris on LinkedIn
• Visit the Meltwater website

Visit SocialPros.com for more insights from your favorite social media marketers.

How do you build a higher education brand that feels personal, relevant, and rooted in real-world value? Jermaine Peguese, Owner and Lead Strategist of EJST Marketing, shares how his team taps into authentic storytelling, community conversations, and industry voices to connect with today's learners. From launching content series like Next Pulse at Nexford University to shaping market strategies with startup agility, Jermaine shows how higher ed marketers can think big, take risks and challenge the status quo.

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Jermaine joins host Zontee Hou on this episode of Social Pros to explore how marketing in higher education can be reimagined by leaning into authenticity, community, and social influence. Jermaine and Zontee discuss how today's students aren't just looking for facts, they're also looking for real voices they trust and want to see themselves in the stories being shared. Whether it's through expert-led content like Nexford's Next Pulse series or conversations in online forums, Jermaine shows how the most powerful messages come from relatable, human experiences.

He also shares how his time at Uber shaped his fast-moving, test-and-learn mindset, and why marketers should stay open to bold ideas— even late in the quarter. When entering new markets, Jermaine emphasizes the value of doing the groundwork: understanding your audience, and building a smart media mix that puts your message in the right places. It's not about being perfect; it's about being real, being thoughtful, and being ready to take a few smart risks, because that's where breakthrough moments happen.

In This Episode:

• 1:55 -  Disrupting the traditional space of higher ed marketing
• 6:27 -  Building a unique brand voice in the higher ed space
• 8:45 - How Jermaine's team has catered to non-traditional learners
• 11:51 -   How to identify core customers
• 15:39 - How Jermaine thinks about data collection and customer research as an ongoing practice
• 18:52 -  Using AI in the traditionally AI-adverse higher ed space, and how AI can help marketers in this moment
• 23:59 - Tapping into communities, social groups and others influencing prospective students
• 29:22 - Lessons from Uber, and what higher ed can learn from the startup world
• 31:48 - Solving problems when moving into a new marketing space
• 37:16 - Jermaine's advice for aspiring social pros

Resources:

• Connect with Jermaine on LinkedIn
• Follow EJST Marketing on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.