[Episode Sixty of ‘The Employee Advocacy and Influence Podcast] 🎧
In this episode of The Employee Advocacy & Influence Podcast, we’re joined by Andy Lambert, Founder of ContentCal, Senior Management of Product at Adobe, and author of SOCIAL 3.0. Andy unpacks why the broadcast era of social media is over and what comes next.
Andy shares his vision for SOCIAL 3.0: a more human, decentralized, and trust-led approach to social strategy. This episode explores the limitations of traditional broadcast-style corporate posts, the importance of employee influence, and why brands should shift from content calendars to community building.
If you’re serious about scaling your B2B brand through trust, influence, and advocacy, this episode is essential listening.
What You’ll Learn:
- Why broadcast social fails and what to do instead
- The SOCIAL 3.0 framework and why it matters for B2B
- How employee advocacy scales trust in a post-SEO world
- The #1 metric B2B marketers should care about (hint: not likes)
- Why decentralizing content is a strategic advantage
SOCIAL 3.0: A Framework for Strategic Social Media
A key theme Andy introduces in this episode is his concept of SOCIAL 3.0, a strategic evolution of how businesses approach social media.
Rather than treating social as a channel or content bucket, it becomes a cross-functional business strategy. In B2B, especially, SOCIAL 3.0 reframes social media as a trust-building mechanism embedded in the company’s culture, not just the marketing department. It’s not just a marketing tactic; it’s a company-wide strategy resulting in authenticity.
SOCIAL 3.0 is about embedding social thinking into the business’s DNA, transforming it from a communications tool into a cultural cornerstone. It’s about creating advocates at every level, not just broadcasting from the top.
Broadcast Social Is Dead. Here’s What Replaces It
Andy also highlights how broadcast social (corporate content blasted through brand pages with little engagement or meaning) is dead. These posts, often rooted in rigid content calendars, are increasingly ignored by audiences who crave connection, not campaigns.
He explains that audiences no longer trust top-down messaging. Instead, the shift is toward content that’s authentic, human, and community-driven. Today’s winning brands are leaning into humanized, real-time, community-led content; they focus less on vanity metrics and more on conversations, trust, and decentralized influence. Employee-driven content is proving far more engaging and effective.
Share of Voice > Likes and Follows
A key takeaway from this podcast episode, as Andy shares, is that the most meaningful metric on social media isn’t likes or follower counts. Andy argues that “share of voice” is the most vital social media metric for growth.
He shares how ContentCal focused obsessively on being part of the right conversations, knowing that relevance and mindshare ultimately drive the pipeline. This approach helped the company punch above its weight and outperform larger competitors.
It’s a powerful reframing for B2B marketers: stop chasing engagement rates and start asking, “Are we being talked about more than our competitors in the right circles?” When social becomes a channel for strategic influence, the commercial returns follow. Social metrics must evolve from likes to influence, and this mindset shift is essential for B2B marketers to communicate with leadership.
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Learn More About Employee Advocacy:
Selina Sher Gill
Selina has a Master's Degree in Marketing and Brand Management, and is DSMN8's Digital Marketing Executive. She's a pro at creating and editing video content, using these skills to create short-form social media videos and edit the Employee Advocacy and Influence podcast.
