WiseTalk Feb video thumbnail for blog

Managing social media for enterprise companies isn’t just about posting content. It’s about juggling multiple teams, balancing brand messaging with engagement, and proving real business impact.

In a recent WiseTalk webinar, we spoke with Dani Peterman, a B2B social media expert with experience at AppsFlyer, WalkMe, and now Monday.com. He shared his strategies for handling enterprise social media at scale.

Here’s what we learned about running a social presence with 100,000+ followers, without getting overwhelmed.

1. The Biggest Difference in Enterprise Social Media Management: Curation

“I like to call social media pages ‘digital real estate’—and everyone wants a piece of it.”

Unlike startups, where social managers have full creative control, enterprise social media management requires much prioritization and editorial decision-making.

Large companies have many moving parts and exciting initiatives that different departments are involved with. Inevitably, everyone will want a slice of the social media pie – whether it’s PR, product teams, sales, or executives – and utilize the important real estate that social channels offer to showcase their content, and understandably so.

2. How to Balance Internal Requests Without Losing Engagement

Dani points out that there is, of course, a right way to curate content and adapt it for social media. For one thing, you can’t just post everything stakeholders request, as it often consists of content that doesn’t drive engagement, like product updates and press releases.

If you flood your page with that kind of content, your page will get buried by the algorithm.

The challenge for social managers is balancing business needs with social media best practices. It’s true that not every post will drive leads, but brand growth is a business outcome in itself.

How’s this done? Here’s Dani’s strategy:

  • Be part of the content process early. Join meetings instead of waiting for last-minute requests.
  • Push back when needed. Explain why a post might not work and suggest alternatives.
  • Spread content across platforms. Not everything needs to go on the main channel where your audience lives, like LinkedIn; some content is better suited for secondary channels such as Twitter or Instagram.

3. The ROI Debate: Proving Business Impact Without Traffic Metrics

Many marketing leaders feel unsure about what kind of KPIs to set for their team’s social media strategy. When it comes to easing the concerns of executive-level stakeholders, there may be a pressure to prove the ROI of social media. 

Dani took a clear stand on this: social media is a business outcome in itself. Engagement and follower growth are success metrics, just like brand awareness.

While you can set attribution models for social media, that’s not how social works, nor is it its primary purpose. The main purpose, rather, is to grow an audience, as you would with a publication. You want your content to provide value, and make your page an engaging place to be – not just a place to drive clicks.

So what does Dani recommend that social media professionals focus on?

  • Follower growth & impressions – because visibility is business impact.
  • Engagement over clicks – forcing traffic-based KPIs leads to bad content (e.g., link-heavy posts that get buried).

4. AI & Social Media: How ChatGPT Helps Scale Enterprise Social

It’s a sentiment that is shared by marketers and content creators (almost) across the board: AI isn’t replacing social media managers, but it’s an incredible assistant when used properly. Dani finds benefit in delegating certain tasks to AI so that he can do more of what he does best: spew creativity and strategize.

Here are some examples of how Dani uses AI tools like ChatGPT:

  • Drafting multiple versions of employee advocacy posts
  • Summarizing long-form content into social-friendly snippets
  • Automating repetitive tasks while keeping creativity at the forefront

5. Crisis Management: Handling Public Complaints & Negative Feedback

PR crises come, but the good news is that, on social media, they also go. Fast. 

When asked about how he recommends handling negativity on social media as an enterprise, Dani says, “Sometimes the best response is no response. Social media moves fast, and most ‘crises’ disappear in hours.”

Not every issue requires an immediate reaction—sometimes, responding publicly only escalates the situation.

Dani’s approach to handling public complaints:

  • For serious issues: Loop in PR & leadership before responding.
  • For minor complaints: Acknowledge publicly, then move to DMs or support channels.
  • For trolls: Ignore them. Engagement only amplifies negativity.

Final Thoughts: Social Media is a Business Asset, Not Just a Channel

Enterprise social media is way beyond simply posting content. It’s about strategy, editorial oversight, and brand growth. Yes: success metrics like engagement and follower growth don’t fit into traditional lead generation models. But they are essential for nurturing positive sentiments towards, and creating a community around, your brand.

With the right balance of content curation, AI support, and internal communication, social media managers can grow their following and create a space where their audience genuinely wants to engage.

Now that sounds like a winning proposition to us!