Striking the right balance between fun and serious on social is the key to success. That’s why we wanted to speak to Joshua Gonzales, Media Producer at Beyond Identity, who is a prime example of doing just that.    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   ICUC   Full Episode Details   In This Episode:   When building and reconfiguring your social strategy, finding that perfect brand voice can be a challenge. Truth is…there’s no perfect brand voice.  But today’s Social Pros guest has found a way to create a light-hearted and highly likeable social strategy without becoming the butt of the joke!   Joshua Gonzales, Media Producer at cybersecurity MFA Beyond Identity, joins the show to discuss how he delights B2B audiences and draws back the curtain on his social master plan.  He explains how he balances seriousness and fun while remaining educational, how he pitches new ideas to management and how he leverages short-form video on YouTube Shorts and TikTok.  Plus, Joshua gives top tips for social pros getting in front of the camera and reveals the story behind his upcoming book.  0:00 – Introduction  4:30 – Introducing Joshua  5:13 – What does Beyond Identity do?  6:41 – Unpacking Beyond Identity’s fun social  10:09 – Light-hearted vs serious – finding the balance  12:16 – Pitching more ‘radical’ ideas to senior teams  18:28 – You are speaking to people!  19:57 – Tips for social teams creating videos  24:05 – How to back up your social decisions  25:26 – Leveraging YouTube Shorts and TikTok  27:23 – Different topics on different platforms  28:55 – Find Joshua & Beyond Identity  29:39 – The lowdown on Joshua’s book  30:31 – Parting advice from Joshua   Resources   Schedule a consultation with ICUC   Grab your free Social Media Audit Bundle   Beyond Identity  Follow Joshua on Twitter  Follow Joshua on Instagram  Follow Beyond Identity on Twitter  Get notified when Joshua’s book is available for pre-order  Visit SocialPros.com for more insights from your favorite social media marketers.