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Show Notes

(00:03:06) - (First question) - Greg's backstory and how he started with The Virgin Group

(00:05:37) - Pitching his social media idea to Richard Branson and getting him involved

(00:07:24) - Sharing the Virgin brand and content ideas across all companies

(00:08:31) - How he convinced Virgin to lean into social media

(00:11:53) - Measuring success on social media

(00:12:41) - The mechanics behind the early days of Richard on social media

(00:14:39) - Finding the balance between organized posts and authenticity

(00:16:25) - Insight into what Greg has learned about brand accounts

(00:18:44) - Talking in the brand's voice while trying to stay relevant and grow on social media

(00:20:21) - Brands that Greg admires

(00:22:08) - Matching a new business's brand to the masterbrand while maintaining some individuality

(00:25:06) - The importance of brand collaborations and activations

(00:26:28) - How the companies respond to negativity and public backlash online

(00:27:51) - How Richard's path to success could influence others and be emulated

(00:30:17) - Integrating Holly Branson into the brand and amplifying her voice

(00:31:58) - How much of Greg's job is reactive versus proactive

(00:34:24) - Combining PR with the rest of the social media vision

(00:36:09) - The value behind advertisements that don’t highlight the service provided

(00:37:37) - Greg's love for ghost writing and how it ties into his role at Virgin

(00:38:23) - Keys to becoming a good ghost writer

(00:41:33) - Debrief