Five years ago, a B2B organic strategy meant SEO. Today, it's about social channels. A company's organic presence is defined by what its CEO, employees, and users are posting on platforms like X and LinkedIn, making "building in public" and community engagement the new pillars of organic growth.

LinkedIn is not a prospecting panacea that provides effortless inbound leads. Its true power is unlocked when it's integrated into a structured, multi-channel sequence, where it amplifies the impact of traditional outreach like phone calls and emails rather than replacing them.

Don't dismiss LinkedIn as just for B2B. Its organic reach is powerful and underleveraged. Users are in a business-focused mindset, making them receptive to a different style of content than on entertainment-driven platforms, creating a unique opportunity for brand distribution.

To get leadership buy-in for a social media initiative, frame it as a short, time-bound experiment like a single quarter. This is much easier for stakeholders to approve than a vague, indefinite commitment to 'do social media'.

LinkedIn currently has more user attention than available content, creating an arbitrage opportunity for B2B marketers. This imbalance makes organic reach incredibly high, mirroring the early, highly-effective days of Facebook's business platform.

Demystify LinkedIn by treating it as a physical conference. Your profile is your professional attire, your content is your keynote speech, and commenting on others' posts is networking during the coffee break. This makes platform functions intuitive and purpose-driven.

Most businesses view LinkedIn as a B2B platform or resume site. It has evolved into a social network with massive organic reach where users often scroll during work hours to avoid their tasks, making them a captive audience for all types of content, not just professional topics.

The TBPN hosts view LinkedIn not as a stuffy professional network, but as a frontier for engaging tech news content. They're actively hiring to understand and optimize for its unique algorithm and culture, seeing it as an "unwashed mass" ripe for education.

The most strategic use of LinkedIn is to treat it as your primary blog for business and marketing insights. This reframe from "social channel" to "media channel" builds an invaluable asset that generates credibility, relationships, and revenue.