Today I sit down with Jess Jensen, founder and CEO of Copilot Communications, where she helps executives build trust, credibility, and warmth online so they can open doors to clients, partners, and opportunity. Jess has lived through the “birth, boom, and backlash” of social — from launching the first Adidas Facebook page in the early days of brand pages, to building global governance at Microsoft when every country team was spinning up pages with no consistency, to leading executive digital comms at Qualcomm after realizing that people connect with people, not brands. We also go to the deeper place: the moment Jess found herself explaining her work to someone outside tech — and felt that pause, that sadness, that “do I need to apologize?” — because social media had become increasingly divisive and weaponized. From there, we turn toward what’s working now — especially LinkedIn as a platform for professional trust-building and thought leadership.