Ah, the brand social accounts. We all have them, and we all link to them in the footer of our websites.

But what are you supposed to post on them? What do you use them for?

In B2B, every company uses them differently. Some simply drop links to their latest content. Others use them for employer brand and hiring. But some use them to drive pipeline.

Darien Payton is one of them. At Antiode (the agency he founded) he's generated hundreds of thousands of dollars in pipeline using organic social, helping companies use their brand accounts in conjunction with the team's personal accounts. Read on to learn how he does it.