E81: Paul Gillin On B2B Social Media, Visibility, Traffic, ROI and Metrics

Paul Gillin

      B2B Content Marketing Strategist, Social Media Expert and Author

Paul Gillin - Executive portrait - 29 December 2005

Video Interview


Coming Soon


Paul Gillin is a speaker, writer and B2B content marketing strategist who specializes in social media. Since 2005 he has advised marketers and business executives at companies across the globe on how to realize the potential of new media to transform their organizations and strengthen customer relationships. He is a popular speaker who is known for his ability to simply complex concepts using plain talk, anecdotes and humor.

His critically acclaimed 2007 book, The New Influencers, chronicled the changes in markets being driven by the new breed of bloggers and podcasters. Among the more than 100 positive published reviewers were The Wall Street Journal, The San Jose Mercury News and the BBC.  His second book, Secrets of Social Media Marketing, was published in the fall of 2008. His third book,  Social Marketing to the Business Customer was co-authored with Eric Schwartzman and published in 2011. His latest book is Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim, which was published in 2013. He is is also the co-author with wife Dana of The Joy of Geocaching, the story of a global game enabled by an Internet community.

Paul was previously founding editor-in-chief of Tech Target, one of the most successful B2B new media entities of the first stage of the Internet. Prior to that, he was editor-in-chief and executive editor of the technology weekly Computerworld for 15 years.

Paul is a prolific writer who has published more than 300 articles in marketing- and media-focused magazines and websites since 2006. He wrote a monthly column for BtoB magazine for seven years and contributes regularly to other online marketing and communications sites. His work has appeared in scores of publications, including The New York Times, Advertising Age, Media Post, Mashable and the San Jose Mercury News. His website is www.gillin.com. He also writes the popular Newspaper Death Watch blog, as well as his own blog: paulgillin.com.

Paul is a Research Fellow and a member of the advisory board of the Society for New Communications Research. Married with four children, he lives in Framingham, MA, where he lives and dies by the fortunes of the Boston Red Sox.

Interview Questions

•What’s your background before becoming a social media consultant?
•Why you decided to leave your high paying jobs and shift your focus to become a social media expert?
•How Different is B2B Social Media from B2C Social Media?
•How to start the process of designing a social media strategy?
•How to shorten the decision making process of creating & publishing a social media post in the big organizations? As sometimes it takes months.
•Syed Asif Shah Q. What is the impact of human marketing interface upon natural surroundings and how one can overcome idolness while being a practioner for past very years?
•Let’s address the 6 key pain points of social media?
•1- Sellling social media to skepticks?
•2- Choosing tools and tactics
•3- Creating compelling content?
•4- Growing visibility and traffic?
•5- Influencer relations?
•6- ROI and metrics?
•In linkedin how to be an influencer
•How to turn online feedback into actionable information?
•How to outsource the social media management process to a VA without losing the personal touch of the shared content?
•What are your favorite top 5 social media platforms?
•Which 3 social media platforms are dying soon?
•Hootsuite or buffer?
•You authored several books which one was the most successful and why?
•What’s your efficient creative process to write a book?
•Publishing Vs. Self Publishing?
•Share with us some of the tools or software that make you more efficient?
•What’s one marketing strategy that helped you the most in developing your business?
•How people can contact you?