In the first episode of the SoMe Podcast, Dante Licona and Matthias Lüfkens talk to Heorhii Tykhi —Gosha Tykhi for his friends— the communications advisor to Ukrainian Foreign Minister, Dmytro Kuleba. He shared the story behind the most challenging social media activation in recent memory, with the participation of 13 Foreign Ministers around the world. We hope you enjoy this conversation full of gems. SoMe Insights is the platform for conversations with the professionals behind social media accounts of organizations, governments, and executives. SoMe Insights, the podcast, is co-hosted by @Dante_Licona, a social media strategist based in Geneva, and Matthias @luefkens, founder of DigiTips.