Social Media Strategies to Boost Your B2B PR Efforts

In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest Andy Lambert, co-founder of ContentCal (acquired by Adobe) and author of Spheres of Influence, to discuss how B2B companies should approach social media and PR, especially on LinkedIn and YouTube.Lambert highlights LinkedIn’s algorithm shift toward personal profiles and subject-matter expertise, advises prioritizing original content over reshares, and notes strong performance from carousels and polls when used thoughtfully.He explains LinkedIn’s crackdown on automated AI comment tools while distinguishing useful AI assistance from low-quality AI-generated posts.The conversation emphasizes consistency, content pillars, and quality over “hacks,” plus the growing importance of LinkedIn and YouTube for AI-driven search, including the value of long-form YouTube and LinkedIn articles/newsletters.Lambert also shares practical AI search wins like creating a Wikipedia page and aligning messaging across profiles and review sites.00:00 Welcome and Introductions00:54 Andy Lambert Background02:55 Being Everywhere to Audience04:56 LinkedIn Trends and Algorithm06:54 Formats Video Carousels Polls09:56 Reshares Versus Original Posts11:34 AI Comments and Content19:40 Posting Frequency and Timing23:21 Quality Over Hacks26:21 Hashtags on LinkedIn27:05 Why LinkedIn and YouTube29:51 AI Search Proof Point33:14 Think Like Media34:00 Search Is Audience36:50 Long Form and Articles38:48 Newsletters and Repurposing41:42 Do You Need YouTube44:07 Budget and Authenticity46:21 Trust and Human Stories49:24 Algorithm Proof Strategy50:18 Three AI Search Wins53:19 Wrap Up and ThanksShow notes:Subscribe to Andy Lambert’s Substack: https://spheresofinfluence.substack.comFollow Andy Lambert on LinkedIn: https://www.linkedin.com/in/andyrlambert/Andy Lambert’s latest book, Spheres of Influence: https://spheresofinfluence.co/Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/YouTube: https://www.youtube.com/@PRisUsX/Twitter: https://x.com/PRisUsThreads: https://www.threads.com/@prwritergalMichelle's book - B2B PR That Gets Results - is available nowBook a no-obligation call to talk about your needs here. About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.