Beyond Likes and Lead Scores: Thomas Maletta Discusses Building a Human-First Social Media Presence That Actually Drives Revenue

The digital landscape is littered with vanity metrics—those shiny, yet ultimately hollow, numbers that make marketers feel good without impacting the bottom line. We’ve all been there, fixated on accumulating likes, chasing follower counts, or optimizing for a high but meaningless lead score. But in an era of unprecedented digital noise and skepticism, the traditional playbook is failing. Thomas Maletta, a leading voice in B2B and sales-driven content strategy, argues that the most profound shift required isn’t a new algorithmic hack but a return to humanity. His philosophy moves beyond the transactional and into the relational, asserting that a social media presence built on authentic connection, not just content output, is the only sustainable path to generating meaningful revenue. In a recent discussion, he outlined the core tenets of this human-first approach, showing how dropping the corporate mask and embracing genuine vulnerability can be the most effective marketing strategy of all.

Ditching the Broadcast for the Conversation

For years, the corporate model for social media was simple: broadcast your message, treat your audience as a passive receptacle, and measure success by reach. Thomas Maletta argues this is fundamentally backward. Social media is, by its very nature, a two-way medium designed for interaction. When businesses treat their channels like a press release distribution platform, they isolate themselves and signal a lack of interest in their audience’s actual needs. 

Instead, he advises flipping the script. “Stop thinking of yourself as a content creator and start thinking of yourself as a community member,” he suggests. This means actively reading and responding to comments with thoughtful replies, not canned corporate speak. It involves asking genuine, open-ended questions that provoke dialogue, rather than just polling the audience for a quick engagement boost. The goal is to build a digital campfire where people feel safe and encouraged to share their insights, problems, and opinions. This level of intimacy builds trust faster than any whitepaper ever could, and trust is the precursor to a sale.

The Power of Vulnerability and Shared Learning

One of the hardest habits for corporate content teams to break is the pressure to project a polished, perfect image. Every post is optimized, every success is magnified, and every mistake is swept under the rug. This manufactured image is the definition of an AI-patterned, inauthentic voice. People don’t relate to perfection; they relate to the journey. The human-first approach embraces vulnerability as a strategic asset. 

This involves sharing the lessons learned from failures, admitting when a product feature didn’t land as expected, or discussing the messy, non-linear process of innovation. When a business or a leader is willing to be openly fallible, it instantly creates a bond of trust with the audience. It makes the brand feel approachable, honest, and, most importantly, human. This shared learning process positions the company not just as a vendor, but as a wise and relatable partner who is genuinely committed to improvement, fostering loyalty that is far deeper than a discounted price can ever achieve.

Redefining Revenue Generation: The Contextual Metric

If likes and lead scores are misleading, how do we measure the success of a human-first social strategy? A shift to “contextual metrics” is key. These are measurements directly tied to an action that only a genuinely engaged human audience member would take.

• Example 1: The Specificity of the Comment. Instead of counting 100 generic “Great Post!” comments, count five comments that mention a specific, high-level challenge addressed in your post and how it relates to their business. This shows they didn’t just skim; they absorbed the core message.
• Example 2: Direct Outreach Quality. Rather than measuring the volume of LinkedIn connection requests, track the number of inbound messages that reference a specific piece of content you shared and ask a thoughtful, follow-up question. This signifies a prospect moving from spectator to interested participant.

Stop obsessing over volume. The real win is measuring genuine intent and trust—when prospects already know and like you, they reach out ready to buy. That skips the painful intro, dramatically cuts sales friction, and puts you straight on the path to revenue.

Training Your Team to Be Human Beings, Not Just Brand Robots

The final component addresses the internal culture. A single marketing manager cannot execute a human-first social media presence; it must be ingrained in the entire organization. This means empowering sales reps and subject matter experts to be their authentic selves online. Now is the time to stop forcing them to parrot corporate talking points. It means encouraging them to use their personal voice, engage in industry discussions outside the company’s immediate product sphere, and share their unique expertise. 

When employees are allowed to be genuine individuals, they collectively create a massive, decentralized, and highly trustworthy brand presence. This network effect of real people speaking authentically is an impenetrable barrier to AI-driven competitors and the most potent force for long-term, relationship-driven revenue.

Final Thoughts

Shifting your business from chasing cold “likes and lead scores” to a human-first strategy is a fundamental reset, not just a marketing tactic. Thomas Maletta argues that in our hyper-digital world, the path to revenue isn’t found in generating more content. Authentic connections built on conversation are key. Showing vulnerability and empowering employees to be their authentic selves also matter. This commitment to genuine human resonance, not automation, is the only way to effortlessly translate trust into high-quality leads and sustainable, predictable revenue.