Chief Influencer®

Christian Tom has built his career at the intersection of government, technology, media, and digital strategy. After leading digital strategy at the White House, Now This, and Twitter, he is now helping shape the future of creator-led media.

In this episode, Christian shares why influence has shifted from institutions to individuals, what brands often get wrong when working with creators, and why leaders need to become more comfortable trying new things as media continues to evolve. He also reflects on lessons from communicating during moments of national crisis, explains why platforms like YouTube and Reddit are changing how people consume information, and makes the case that while technology will continue to change, trust will always be at the center of influence.

Takeaways:
  • Creators have become one of the most trusted sources of information: People are increasingly turning to creators and personality-driven content instead of traditional institutions. Leaders need to understand where audiences are already spending their time and attention.
  • The best creator partnerships are built on trust: Brands get better results when they allow creators to communicate in their own authentic voice instead of scripting every message. Audiences can quickly tell when content feels forced.
  • Leaders need to be willing to experiment: Trying new platforms, formats, and communication styles is essential for staying relevant. Not every idea will succeed, but innovation requires a willingness to test and learn.
  • Meet audiences where they are: Effective communication isn't about being everywhere. It's about showing up on the platforms your audience already uses and delivering information in a way that feels natural.
  • Relationships create lasting influence: Christian shares that small acts of professionalism and respect can open unexpected doors years later. Influence is often built long before you realize it.
  • Trust will always outlast technology: Platforms and algorithms will continue to evolve, but trust remains the foundation of meaningful influence. The leaders who build genuine relationships will always have an advantage.

Quote of the Show:
  •  “The cultural, electoral, and monetary value —for digital media today and for the foreseeable future— will be led by creators."

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Creators and Guests

Host
Anthony Shop
Anthony Shop believes in the power of people-centered branding and marketing to create a bright future. He chairs the National Digital Roundtable, the premier convener of digital innovators, leaders and policy shapers. Anthony also is the Co-Founder and Chief Strategy Officer of Social Driver, a digital services firm that helps companies and non-profits establish winning strategies with social media, websites, creative, and advertising. An enthusiastic presenter and teacher, he has led executive-level training for Amazon, PepsiCo, NASA, The British Embassy and the Bipartisan Policy Center. He has been recognized as an “OUTstanding LGBT Role Model” by The Financial Times, “40 Under 40” by The Washington Business Journal, and Business Leader of the Year by the DC Chamber of Commerce. A former newspaper reporter, Anthony was the first new media professional elected to the National Press Club’s Board of Governors. He currently serves on the boards of Leadership Greater Washington and LearnServe International. He earned his MBA from The George Washington University School of Business, where he teaches as an adjunct lecturer.
Producer
Amanda Goyette
Guest
Christian Tom
Former Assistant to the President and Director of the White House Office of Digital Strategy and Chief Executive Officer Another Normal Day (AND Media)
Producer
Robert Krueger
Robert is an Executive Director for The Communications Board, an organization with the mission of providing high-quality professional development for every communicator in every location. He is also the Global Lead for Partnership Communications at Gensler, the world’s largest architecture and design firm. Prior to his current role, he performed executive and CEO communications for Gensler, and was the senior director of public relations and social media at the Urban Land Institute. He obtained an MA in Communications and an MA in History from George Mason University. He did his undergraduate studies at the University of Missouri-Columbia. In addition, Robert has taught communications at universities including George Mason University, West Virginia University, and the University of Florida. Robert currently serves as Immediate-Past President for the Public Relations Society of America’s National Capital Chapter (PRSA-NCC) -- the nonprofit’s largest chapter.

What is Chief Influencer®?

Washington is the Center of Influence - in the U.S. and arguably the world. Chief Influencer® spotlights leaders who have figured out how to break through in today’s fragmented and noisy world. Social Driver teamed up with The George Washington University College of Professional Studies and The Communications Board to recognize these leaders as Chief Influencers and highlight how they inspire and influence others.