Robyn Hartley, Founder and Managing Director of Paper Kite Media, speaks with The Executive Magazine about how social media is transforming business-to-business (B2B) marketing by building trust and influence among decision-makers. She argues that social media is no longer a peripheral marketing tool and should be treated as a strategic lever which enables businesses to amplify internal voices, build trust, and create authentic connections that paid campaigns alone cannot achieve.
Marketing has undergone a seismic movement over the past decade. Channels such as podcasts and social media have exploded, transforming how audiences consume information and engage with brands. Today, we are surrounded by more content than we could ever hope to absorb in a lifetime. For B2B organisations, this abundance has redefined the rules of engagement and has moved focus towards relationship building, earning trust, and influencing decisions in spaces where buyers are already active. We have reached a tipping point where social media has moved from being a peripheral marketing activity to a strategic imperative. It’s now where industry conversations happen, reputations are built, and buying decisions are shaped long before formal procurement begins.
You’ve worked in marketing for over 12 years and have seen social media slowly climb the ladder of prioritisation for brands, particularly in B2B, why do you think businesses are now prioritising social media as a strategic channel rather than a marketing afterthought?
“You’re completely right! We’ve witnessed a huge change in how we live and work compared to 10 years ago. When we look at that at a generational level, digital nativity rises significantly from Generation X to Generation Z, with younger generations growing up around technology and being able to instantly access information which in turn has shaped their expectation of experiences. Applied to business decision-making, today’s buyers research brands, read impartial reviews, and follow industry voices long before a formal conversation begins.
“As a collective, we’re influenced by peers and experts within our networks, and those interactions often happen entirely online. This ability to form relationships and establish credibility without meeting in-person has redefined how we conduct business. Historically, social media was seen as something managed by junior teams and rarely considered a core component of go-to-market strategies because its role wasn’t as prominent in daily life. Today, social platforms are integral to how we consume information, build trust, and make decisions. They must be treated with the same strategic importance as other channels.”
How has organic social media’s influence on B2B buying decisions evolved?
“Social media has historically been underestimated. Few companies have intentionally implemented a social-first strategy or explored the full range of tactics available. As marketers, our role is to align strategies with buying behaviour to connect and build trust effectively.
“We’re all scrolling on social media every day and many of us trust strangers we’ve never met because we regularly consume content from them. I’ve certainly been influenced into decisions after consuming content from someone online. For brands, this presents a unique opportunity to build connection and earn trust incrementally, without direct interaction. In B2B, this extends beyond primary buyers to hidden stakeholders that are traditionally much harder to reach such as finance, procurement, or legal.
“This can also have a significant impact on the reduction of sales cycles. Imagine how much easier sales conversations are when trust has already been established with your organisation. Social content is a wonderful way to take the heavy lifting out of that process. However, trust is the key ingredient here so there needs to be a consistent focus on influence, trust, and connection at scale when rolling out strategies and planning content.”
You mentioned tactics within social media, can you expand on this? Beyond the broad categories of organic and paid social media, what specific tactics should organisations consider when developing a comprehensive social strategy?
“Absolutely! When we talk about tactics, a structured approach should be carefully considered and rolled out with the goal of driving influence and trust at scale with intended audience. When you break it down, it’s easy to think of social media as just two buckets: organic and paid. But that view misses the bigger picture, the powerful ways trust and influence are built through people.”
“External influencers are something we are heavily exposed to in our everyday lives but this is also a fantastic option for B2B brands too. These are industry experts who have been sharing insights publicly for years, earning credibility and growing loyal communities along the way. Then there are internal influencers, the voices inside your organisation who speak to buyers every day and deeply understand their challenges, priorities, and pain points.
“This not only humanises the brand but their networks are typically far larger than corporate channels, so reach is significantly amplified. It also benefits individuals by improving visibility, positioning them as trusted leaders, and attracting opportunities such as podcasts and speaking engagements. Not everyone will want to participate, and that’s fine, but for those who do, it’s a fantastic opportunity. By positioning key voices within the business as trusted advisors through consistent, high-quality content, you’re also helping to educate your audience in a way that authentically connects.
“The key is consistency and authenticity. This should also be considered as a long-term strategy rather than sporadic activity. Organic social media should certainly be seen as a marathon as opposed to a sprint. It’s a trust-building engine that compounds over time.”
Artificial intelligence has introduced both opportunities and challenges across marketing disciplines. How should businesses approach AI within their social media strategy, and what cautions should they observe?
“This absolutely should be considered. AI can help tremendously with establishing and finalising your ideal customer profile (ICP), creating personas, and supporting research for buyer challenges.
“However, it should be used with caution for the creation of social media content. Authenticity is really important and the value comes from individual experience, drawing from real data, and providing expert advice. If everyone relied on AI to formulate that for them, social media effectively turns into an AI-generated hub where everyone sounds the same, providing generic advice. There isn’t a huge amount of value in that and anyone doing this will find it extraordinarily hard to stand out.
“It can also harm reputation. If your audience invests time in your content, it’s important to respect that by providing genuine value. AI should support efficiency and research, not replace expertise, originality, or creativity.”
Creating a culture of social engagement requires leadership from the top. How should senior executives model this behaviour to inspire broader participation across their organisations?
“It’s an excellent question! There are a number of tools that allow teams to use AI to create brand-approved posts. This may seem like a quick win that saves time, but as mentioned earlier, companies risk producing content that sounds flat, generic, and lacks creativity or personality. As humans, we connect with other people so these are crucial elements to personal content. B2B competes for attention in the same spaces as business-to-consumer (B2C) brands, so creativity and engagement need to be just as strong. There are some phenomenally creative campaigns being created in B2B right now, which is brilliant to see.
“When it comes to empowering wider teams, there are a few things that can be done to create an environment where internal voices are celebrated. The first one is leading by example. When senior leaders get their own voices out there, it helps create a feeling of psychological safety for the rest of the team. It signals that sharing on social media is encouraged and celebrated, rather than judged or seen as a sign someone is looking to leave the business. This outdated perception stems from the days when LinkedIn was primarily a CV site. Today, it’s a thought leadership hub where professionals connect, learn, and share valuable content. And there are of course, other social platforms and ways to amplify your voice.
“The key word I use when describing any programme like this is empower. Participation should never be mandated. Teams should be supported and encouraged, not forced. This approach inspires those who genuinely want to get involved, resulting in more authentic and engaging content.
“Three essential ingredients that underpin success are training, tools, and opportunity. Training helps teams show up confidently. When people feel confident, they enjoy the process and commit long term. Starting something new can feel overwhelming, but with the right training, confidence grows exponentially.
“Tools are equally important. Clear social media guidelines, brand tone of voice, post prompts, and a library of images, videos, and assets are all useful. These resources help teams feel supported and create content that delivers value to buyers. Opportunity brings it all to life. Invite teams to author articles, create video content at company events, or contribute to thought leadership initiatives. When leaders model this behaviour and organisations provide the right support, social presence becomes part of the culture and growing your presence is something that’s celebrated. It supports engagement becoming a powerful driver of trust and influence.”
Looking ahead, how do you anticipate social media’s role in B2B marketing developing over the coming year?
“I think there’s a lot of growth ahead! When used effectively, social media really can be a strategic powerhouse. The next wave of influence is already here and we’re going to see much more from authentic voices inside organisations who understand their buyers better than anyone. Internal influencers bring credibility, trust, creativity and human connection to the forefront of digital engagement, so it’s a really exciting time to be working in the industry.
“Building a business that helps B2B organisations and senior leaders leverage this potential is more than work for me, it’s a privilege. There’s real joy in seeing companies empower their people, amplify expertise, grow in confidence, and create conversations that matter.”