Have you ever posted on LinkedIn and thought, “This post is going places”? Then you come back and … it received three likes. Wow. That’s it? One from a coworker, one from mom and one from Gary, who seems to be a bot.

Welcome to B2B social media marketing in 2025: some days it’s a megaphone, and other days it’s an expensive echo chamber. So, how can you adapt to the changing landscape of social media? Below, we share our expert strategies to help you improve brand awareness, measure ROI and connect social media metrics to business goals.

Why Has Social Media Grown Quiet?

There was a time when organic social media posts were actually noticed. People shared and commented on them, which often drove conversions. These days, posting on social media is like speaking into the void. 
 
The algorithm determines how visible your posts are based on rules nobody understands. Platforms like LinkedIn, X and Facebook have started to prioritize paid content over organic posts.  As a result, you need to spend significant money on advertising to reach the right people. Unless your content involves a baby goat or your CEO singing karaoke, it’s unlikely to stop anybody mid-scroll.

The Trouble With ROI

It can be challenging to measure ROI for B2B social media marketing. Soft metrics like impressions do not seem directly correlated with revenue. So, how do you:

• Connect likes, shares and comments to real results like conversions?
• Prove the value of brand awareness when the CFO asks about pipeline numbers?
• Map business goals to social media marketing metrics?

Setting tangible goals for your social media marketing can help you track ROI. For example, if you want to track conversions, record metrics like the clickthrough rate (CTR), return on ad spend (ROAS) and leads to prove that your social media efforts align with business goals. By connecting social media results to broader marketing goals, you can prove the value of social media to upper management.

What Still Works (Yes, Something Does)

Before you delete your brand accounts in frustration, here’s what tends to break through:

• Real people: Authentic stories – from the CEO to the intern – are what people actually respond to. By showcasing your employees, you can highlight your company’s culture and make your posts more personable.
• Niche communities: You’ll often get further with a few hundred active people in a LinkedIn or Slack community than by blasting content at thousands who scroll past.
• Paid distribution: Organic posts do not always reach your target audience. By supplementing them with paid advertising, you can reach the right people and drive immediate results.

Where to Invest Your Efforts

If social feels like spinning your wheels, don’t forget the tools that actually build momentum:

• Email newsletters: People do read them — usually right after clearing out a few others they’ll never open.
• Webinars and virtual events: They give you actual face time (or at least screen time) with prospects who’ve chosen to show up.
• SEO-optimized blogs: While social posts fade quickly, search-driven content keeps earning attention months or even years later.

Think of social media like hot sauce: a little adds flavor, but it shouldn’t be your entire meal.

Start Driving Results With B2B Social Media Marketing

Although B2B social media marketing has become more challenging in recent years, you can position your company for success by using proven strategies, tactics and channels.

If you are posting to social media without a thoughtful strategy behind your efforts, it may be time to reevaluate your program. Social media is not about feeding the content machine — it is about connecting with people and building relationships. And if your mom is still your most loyal commenter, at least you know she’ll never unsubscribe.

Are you looking to build a smart, results-driven social media program for your company? The social media experts at Schubert can help you create engaging content that reaches and nurtures your target audience. Book a free, 15-minute strategy call to see how we can help you drive more leads with social media.