Ryan Boyles, the Senior Social Media Strategist at IBM / AI Applications, joins the Social Pros Podcast to discuss how IBM uses social to connect with their audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Use Social Media to Create Connections Creating meaningful connections with customers and prospects is something that every brand should actively try to achieve. The good news is that you already have the perfect tool to foster relationships and connect with customers - social media. Ryan Boyles, the Senior Social Media Strategist at IBM/AI Applications, understands the power of social media and how to leverage social platforms to find and connect with ideal customers. However, it’s not just the social media team that needs to become ‘social pros’ – everyone in the organization from the top down must be ‘plugged into social.’ The way that brands use social media has evolved and more leaders and executives are embracing and engaging with customers and prospects on social media platforms. This is great news for any social practitioner who once struggled to convince their leaders about the true value of social media. In This Episode: 05:47 – How IBM uses weather data 07:34 – How Ryan interacts with other social media managers from different operating divisions within the business 11:20 – How IBM manages various social media accounts 14:33 – How IBM’s employee advocacy program has evolved over time 16:48 – Insights into IBM’s account-based marketing content and tactics 20:44 – Why IBM decided to abandon Facebook 22:46 – How to leverage LinkedIn Live and measure performance 28:32 – Ryan talks about the 50th anniversary of the Apollo program 31:31 – What it was like being on the frontlines of social media evolution  Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Get your copy of “50 Best Practices for Email Marketers” Find out how you can launch your first LinkedIn campaign with $100! Learn more about IBM Visit SocialPros.com for more insights from your favorite social media marketers.