A post with 60 likes can beat one with 500. Zapier's Ryan Quindlen explains why he stopped reporting impressions and started tracking who engages.

Ryan runs social at Zapier with a team of two, and his top goal for H2 is a sales pipeline number. He joins Barry Weston and Chris Cunningham to talk about measuring LinkedIn by audience instead of vanity metrics, which formats work after the spring algorithm change, LinkedIn's new AI slop button, and the very unglamorous AI setup behind Zapier's executive content. Built for social media managers, marketers, and anyone who has to defend social to a CMO.

KEY TAKEAWAYS
- Every week Zapier reports what share of each post's engagement came from director-level and above. The target is 40%.
- Engagement is matched against HubSpot data in a Zapier Table, so the team knows which personas, companies, and topics are engaging.
- A text-only post summarizing a video often beats the video. Screenshot reactions to X, Reddit, or TikTok posts are badly underused on LinkedIn.
- "Comment below" CTAs and questions as the last line are getting buried. Stop using them.
- Exec posts start as a 5 to 10 minute recorded conversation. AI strips the filler, then Ryan spends 20 to 30 minutes editing by hand.
- Going from high to max reasoning costs about 6x for about 10% smarter. Ryan stays at high and below, and routes grunt work to cheaper models, which saves him around 60%.

CHAPTERS
00:00 Ryan Quindlen joins Beyond Social
01:15 Why "cool as shit" creator events work
03:26 Selling bold creative to a "boring" B2B exec team
06:30 Stop chasing impressions, track ICP touches
11:31 Boosting weak posts means your goals are wrong
12:36 The 40% director-plus rule
13:08 How Zapier tracks who engages
17:11 The format that's working: text beats video
19:17 Steal from X, Reddit and TikTok (with credit)
21:59 LinkedIn's AI slop button
23:25 Comment bait and closing questions are getting nuked
25:13 When your hand-written post gets called AI slop
31:22 Why Zapier's top 5 posts of the year were on X
33:26 Ghostwriting for a CEO who takes social seriously
38:57 Meet Kevin, Ryan's local AI knowledge layer
43:25 The "that's not good enough" trick
45:18 War council: 7 subagents that argue with you
47:22 Model routing and saving 60% on AI
49:34 Never go above high reasoning
51:25 Inside Zapier's social team of two
53:57 Recorded exec calls become draft one
56:11 Taste is the moat

ABOUT RYAN
Ryan Quindlen runs social at Zapier, where he sits on the brand team and works on content with executives, including CEO Wade.
LinkedIn: https://www.linkedin.com/in/ryanquindlen/

Connect with Barry Weston: www.linkedin.com/in/barry-weston

Connect with Chris Cunningham: https://www.linkedin.com/in/chrisclickup/

Beyond Social is brought to you by Vista Social, the social media management platform for brands and agencies. Try it free: https://vistasocial.com


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Everyone treats their LinkedIn company page like a box to tick — post, get 200 impressions, wonder why it's dead. Michelle J. Raymond says that's exactly backward.

Michelle is the world's leading authority on LinkedIn company pages. She helps B2B organizations wrangle the one asset every business has, and almost nobody uses well — starting with the page, then scaling with employees in what she calls "the power of two.

"In this episode of Beyond Social, Michelle breaks down why company page organic reach gets the least priority on LinkedIn, and what actually moves the needle: flipping self-serving content into content that makes other people better at their jobs, "page advocacy" (yes, your page should be out there commenting), and why most pages are stuck at 200–1500 impressions no matter their size.

We get into the 90/9/1 rule of who actually creates on LinkedIn, why carousels can pull up to 8x the engagement, whether LinkedIn newsletters are worth activating (and why AI is starting to cite them), and Michelle's rule for anyone overthinking it: "If you confuse, you lose."

Plus her permission slip most brands need to hear — it's okay to have fun on LinkedIn.

Connect with Michelle
B2B Growth Co

Connect with Barry
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LinkedIn is the best place for business leaders to get ahead on social media, but so many are either afraid to start or lack the time to figure out the best strategy. How can that be fixed? Ghostwriters.

However, most ghostwriting clients will never admit they use one. So how do you prove the work?

Maria Marchewka writes LinkedIn for busy executives and founders — the people who've climbed the corporate ladder and then freeze at the idea of posting.

In this episode of Beyond Social, Maria walks through her entire system: the 30-minute monthly call, the 10 custom questions, and how she turns a transcript into a month of posts that still sound like the person who said them.

We get into why commenting beats posting for anyone starting out, what she does when a call produces nothing usable, whether the LinkedIn algorithm is actually out to get you, and LinkedIn's new "seems like AI slop" button — which is either a good idea or a loaded gun, depending on who's holding it.

Chapters
00:00 — Nobody wants people to know they use a ghostwriter
00:25 — Who Maria is and what she actually does
02:46 — Quitting the 9-to-5 to work 24/7
03:01 — How she landed on LinkedIn ghostwriting
04:49 — Practitioner, not preacher: her profile as the proof
06:14 — "Who cares what I have to say?" — the executive mindset block
07:00 — The system: 10 questions, 30 minutes, one month of content
08:57 — When clients start bringing their own ideas
10:34 — Handling comments and engagement without profile access
12:20 — When a post catches fire (and the trolls show up)
14:21 — Coaching executives into video
16:25 — What to do when the call gives you nothing
17:43 — How often should a leader actually post?
19:44 — Is it the algorithm, or is it you?
22:04 — The production workflow: Otter, Claude, Google Docs
23:55 — Why a transcript can't capture excitement
25:01 — Rapid fire: the one habit to start this week
26:17 — Do comments actually help your reach?
28:38 — The Lunch Break newsletter
29:14 — The one habit to quit immediately
31:04 — LinkedIn's "seems like AI slop" button
33:01 — The posts she's most proud of
35:01 — Borrowing Gary Vee's $1.80 strategy
36:30 — If LinkedIn allowed only one post format
38:25 — Underrated creators worth following

Host: Barry Weston

Find Maria
LinkedIn
Website
Newsletter — The Lunch Break, every Monday at noon ET:

Mentioned in this episode
Nicole Ramirez on LinkedIn
Heike Young on LinkedIn

About Beyond Social

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