Every social platform wants the same three things from B2B marketers: attention, engagement and data. Freely given, rarely questioned.

Luan Wise has spent 25 years teaching marketers how to earn attention on those platforms. A Chartered Marketer, Fellow of the Chartered Institute of Marketing and now a PhD researcher, she has co-written Privacy in the Age of Social Media: Beyond the Like with cybersecurity academic Dr Manimuthu Arunmozhi. It asks whether we should be more careful about what we hand over in return.

Luan remains an optimist about what social media can do for good, and she is clear that she is not telling marketers to post less. Her argument is that impersonation, data exposure and platform trust are not just IT issues, because they land on marketing's desk. She tells the story of a fake, AI-generated LinkedIn profile that posted a scam link under one of her own posts, explains why the like button was the start of the monetisation of the platforms, and lists the everyday posts that expose businesses, from passwords on post-it notes to the tools you name in public. If your team publishes on social media, this conversation gives you a practical place to start.

What You'll Learn

• Why a self-described optimist about social media co-wrote a book urging B2B marketers to be more careful.
• How the like button evolved into today's AI-driven engagement machinery, and what that shift means for brands.
• Why LinkedIn impersonation and fake profile scams are a marketing problem, not just an IT one.
• Which everyday posts expose your business, and the digital hygiene habits marketing and comms teams should adopt.
• Why trust has become the currency for platforms and for the brands that use them.

Chapters

00:00 - Introduction: the privacy problem behind B2B social media

02:06 - Luan Wise: what she does day to day

03:25 - From optimist to cautious: why write this book?

06:17 - The TEDx talk that led to the book

08:00 - Co-writing with a cybersecurity academic

09:48 - How the like button became a data machine

11:41 - From likes to AI-driven algorithms

14:19 - Fake profiles: when impersonation becomes a marketing problem

17:51 - The everyday posts that expose your business

20:06 - Trust as the new currency

21:14 - Why brands left X

23:30 - Where to start without becoming a data protection expert

26:24 - Auditing your social media set-up

28:04 - Why Luan stays optimistic

29:24 - The one reframe: be proactive

30:07 - Where to get the book

Follow Luan Wise

LinkedIn: https://www.linkedin.com/in/luanwise/

Website: luanwise.co.uk

Privacy in the Age of Social Media: Beyond the Like (Routledge): https://www.routledge.com/Privacy-in-the-Age-of-Social-Media-Beyond-the-Like/Arunmozhi-Wise/p/book/9781041102816

If you care about making B2B marketing more meaningful, useful and memorable, this conversation is for you.

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