Few voices in enterprise B2B tech social media carry as much influence as Evan Kirstel. As the host of the national television program Tech Impact TV and a long-standing leader in B2B digital engagement, Kirstel offers a front-row view of how companies are navigating—and often struggling with—the shifting currents of social media.
In our wide-ranging conversation, he shares insights on why many enterprise brands get social media wrong, how AI is supercharging content creation, and why being human is more powerful than being polished. He also unpacks the future of social engagement, hinting at a wave of agentic AI tools poised to redefine digital relationships in tech.
Key Points: The Challenge of Marketing on Social Media
Enterprise Companies Misunderstand Social Media’s Nature
Many B2B tech brands treat social media as just another content distribution channel, recycling white papers and collateral, rather than embracing its social, human-first nature. This leads to missed opportunities for connection and engagement.
Being Human Outperforms Being Formal
Audiences respond far more to personal stories, faces, and opinions than to corporate messaging. Posts from individuals—especially executives and employees—outperform brand content by a wide margin.
AI Is Revolutionizing Content Creation
Generative AI tools have made it possible to create and distribute content at scale—from video clips to full podcasts — turning anyone into a personal media company and drastically lowering the barrier to entry.
The Future Lies in Agentic AI and Infotainment
Social media will continue to evolve with more interactive, entertaining formats, supported by intelligent AI agents that can proactively engage, network, and even generate leads on behalf of individuals and businesses.
Key Quotes “Everyone has a story to tell…”
Understanding the Opportunity
“Most companies don’t see the unique opportunity that exists for social and just do the things they’ve always done… white papers, spec sheets, collateral—and just see it as another distribution channel. Each social platform has a unique constituency and requires a level of practitionership. That doesn’t exist on many other legacy channels.”
Don’t Talk about Yourself
“The classic zen view of selling is you don’t talk about your products and services — you talk withand to the people you’re selling to about their needs and challenges. And it’s the same on social. Talk about the landscape, the marketplace, the stories. And then—oh by the way—we have Acme Widgets.”
AI Tools
“With AI tools, now I can podcast every day. I get a beautiful podcast automagicallydistributed, a transcript turned into a blog, into a thought piece, into short-form videos—with the click of a button. That was impossible even a couple years ago.”
AI as a Colleague
“Everyone has a story to tell. I used to be a slow writer, didn’t enjoy it. But now I love dictating my thoughts and having AI turn that into a beautiful written piece. Your phone is now a high-tech production studio. That’s going to empower people to start businesses or side hustles they could only dream of—because AI is doing all the heavy lifting in the background.”
