Social Pros Podcast

Adeta Gayah, Director of Social Media and Content at Visit Orlando, joins this episode of the Social Pros Podcast to discuss how her team managed to keep people engaged and rebuild traveler trust during a pandemic. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details Adeta Gayah, Director of Social Media and Content at Visit Orlando, is on the Social Pros Podcast to give a window into how a travel organization promotes itself on social media when no one can travel. The pandemic has been a tough time for many businesses and individuals, but the travel industry has been one of the hardest hit. That didn't deter the team at Visit Orlando, though. Instead, they got creative and set to work building traveler trust and excitement, ready for people to start traveling again. Adeta takes us behind the scenes at Visit Orlando to explain the strategies around user-generated content, social listening, and TikTok. She explains how Visit Orlando works with more than 1,100 businesses within the Orlando area and how her team helps create engaging content for a variety of business types. In This Episode: 5:36 – Adeta takes us through the mechanics of marketing for a destination organization 7:44 – How Visit Orlando helps different businesses tell their unique stories 8:14 – Adeta explains how the Visit Orlando team balances content for each business 9:46 – How Visit Orlando collaborates with members 11:30 – Adeta shares her thoughts on paid social 13:52 – How Visit Orlando likes to focus on local residents as well as tourists 15:37 – Why Adeta doesn't take Orlando's fame as a tourist hotspot for granted 18:40 – Adeta gives us a glimpse into the customer care team 20:29 – How Visit Orlando utilizes user-generated content 25:57 – The one social network that Adeta would never delete 27:25 – How TikTok became a major part of Visit Orlando's strategy 30:08 – Visit Orlando's strategy for weekday vs. weekend content 32:35 – Adeta explains what metrics matter most to Visit Orlando 35:18 – Why being a local resident is key to promoting Orlando 38:28 – Adeta's top tip for those who want to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers

Tatiana Holifield, Head of Brand Social at Hulu, is on the Social Pros Podcast to talk about generating buzz and chatter on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Snapchat Full Episode Details Tatiana Holifield, Head of Brand Social at Hulu, discusses how the Hulu team creates content that gets people talking on social media. With a lot of competition, standing out can be a challenge, even for big names like Hulu. Tatiana takes us behind the scenes to look at the strategies that make Hulu's social content so effective. Tatiana talks about generating conversation, interacting with influencers, collaborating with different stakeholders, and also looking at what analytics can tell us. She explains the strategy behind promoting new shows and why Reddit is one of the most valuable platforms to use to tap into conversations about TV shows. In This Episode: 7:55 – How Tatiana describes Hulu's "value proposition" 10:09 – How Hulu's social team collaborates with third-party producers 14:49 – The struggles of coordinating and planning campaigns in social media 17:46 – Why trust is so important when collaborating with stakeholders 19:42 – How Tatiana plans content for different partners with very different needs 22:15 – Why TV partners prioritize mentions on social media as their primary metric 26:10 – How the Hulu team uses social listening to stay on top of the trends 30:50 – The strategies for dealing with passionate and loyal fanbases 34:31 – Why Reddit is a key platform in the TV world 45:05 – Tatiana's one top tip for those thinking of becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Double your campaign spending with a Snapchat special offer Visit SocialPros.com for more insights from your favorite social media marketers.

Andy Jasenak, Director of Digital Media at Amtrak, joins this episode of the Social Pros Podcast to share how the iconic railroad service Amtrak managed social during the pandemic. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details Director of Digital Media at Amtrak, Andy Jasenak, discusses how Amtrak got creative during a trying year of COVID-19. While many industries were affected by lockdowns, the travel industry was hit particularly hard. How do you promote a travel service when everyone's locked down? Rather than slowing things down, Amtrak charged ahead and decided to get creative. Andy shares how Amtrak managed unique and fun social campaigns over Instagram Stories to keep people interested in travel throughout the pandemic. He shares how Amtrak values user-generated content from its many passionate brand advocates who help propel the brand across the U.S. Andy also talks more about his background and shares some food for thought for anyone looking to become a social pro. In This Episode: 4:30 – How Amtrak kept people engaged and inspired during the pandemic 6:09 – Amtrak's strategy to stand out on social media 8:04 – The primary objective for Amtrak on social media 10:13 – Andy takes us behind-the-scenes of Amtrak's social team setup 15:34 – How Amtrak coordinates responses across different channels 18:22 – How Andy makes a case for new social strategies to the rest of the team 19:35 – Why Amtrak hosted a Jimmy Kimmel mean tweet-style leadership meeting 22:10 – The role of brand advocates and why Amtrak loves user-generated content 25:33 – Amtrak's creative Instagram Stories campaign 27:49 – How the Amtrak social team works humor and fun into its content so organically 31:18 – How social media differs across all the industries Andy's worked in 34:44 – Andy shares why music is such an important part of his life 36:55 – Andy gives his top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Amanda Russell, Professor at the University of Texas & Northwestern University, and author of "The Influencer Code: How to Unlock the Power of Influencer Marketing" joins Social Pros to discuss the power of influencer marketing. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details Amanda Russell is a university professor, speaker, marketing strategist, and author. She joins the Social Pros Podcast to share her wide-ranging experience and expertise in influencer marketing. Her fantastic insights include what influencer marketing is vs. what it isn't, the common mistakes businesses make, and how to get influencer marketing right. Amanda shares the three top misconceptions people have about influencer marketing including what it is and the best way to use it to boost your brand. She also challenges the idea that social media = influencer marketing. She says that just because someone is a content creator does not mean they are just an influencer. In This Episode: 4:43 – What people get wrong about the word "influencer" 6:48 – The three major misconceptions of influencer marketing 10:24 – The importance of trust and why it needs to be prioritized 13:59 – Why influencer marketing is the future of marketing 15:40 – The problem of viewing influencer marketing as a transactional thing 20:57 – The three steps of the "Influencer Code" 24:52 – Why influence is not universal 28:50 – Why businesses need to prioritize building relationships with influencers 34:29 – The important relationship between the marketer and the influencer 41:40 – What businesses can do to shift the way they view influencer marketing 43:35 – Amanda's top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Amanda Russell's website and book Visit SocialPros.com for more insights from your favorite social media marketers.

Kelsey Murray, Associate Vice President, Global Head of Social Media at Nasdaq, joins this episode of the Social Pros Podcast to discuss Nasdaq's people-focused approach to social. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details When building a social strategy, it's easy to get lost in business goals, analytics, and conversion rates. But what about the people at the heart of social media – the customers, partners, business owners themselves? Kelsey Murray, Associate Vice President, Global Head of Social Media at Nasdaq, shares her thoughts on why people should be the focus of everything you do in social media. A global tech company at heart, Nasdaq is about powering capital markets everywhere and connecting businesses together. Kelsey shares some behind-the-scenes glances at how Nasdaq manages social media and bespoke celebrations for businesses that go public. We also hear how her team manages remote working, both as a global team and working with the challenges of the pandemic. In This Episode: 6:20 – Kelsey describes what it's like working for Nasdaq 8:48 – Who the primary audience of Nasdaq's social media is and how they're targeted 11:40 – How Nasdaq's social team collaborates with different businesses 15:06 – Kelsey walks us through how her team plans campaigns 20:37 – How storytelling fits into Nasdaq's social media strategy 25:17 – How Kelsey manages and coordinates sensitive information with news broadcasters 29:36 – Nasdaq's TikTok ventures and how Kelsey broached the topic with the legal team 33:02 – Nasdaq's approach to mapping out content throughout the year 38:40 – Kelsey's tips and experiences of working remotely for Nasdaq 42:41 – Kelsey's top tip for anyone wanting to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Jenn Herman, Instagram Expert at Jenn's Trends, joined the Social Pros Podcast in 2020 to share her top Instagram strategies and insights into how Instagram has changed (and hasn't) over the past few years. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details Over the past decade, Instagram has earned its place as one of the most popular social media platforms of all time. With more than a billion users, it's a go-to source for visual content, entertainment and also forms a key part of modern marketing strategies. Jenn Herman, Instagram whizz and co-author of "The Ultimate Guide to Social Media Marketing," discusses how while Instagram has been through a lot of changes, ultimately, the strategies remain the same. What worked two years ago will probably still work. It just may need a little tweaking. In this revisited "Best Of" episode of Social Pros, we're looking back at our conversation with Jenn on the best Instagram strategies. Jenn takes us through the changes she's seen over the years on Instagram and how businesses can continue to keep up and leverage the platform to reach new audiences. In This Episode: 5:26 – Jenn explains how she came to co-write "The Ultimate Guide to Social Media Marketing" 7:25 – How Instagram hasn't really changed despite new features 9:10 – Why Jenn thinks we should post TikTok content on Instagram Reels 12:43 – The best ways to create authentic Reels 15:30 – How to decide the best time to post serious vs. light-hearted content 18:10 – How social media usage has increased during the pandemic 22:08 – Jenn's prediction for Instagram's future sharing features 24:25 – Jenn talks about how she managed to co-write and promote her book during the pandemic 30:58 – The challenge of writing about a "moving target" like social media 35:15 – Jenn's top tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Learn more about Jenn's Trends Read "The Ultimate Guide to Social Media Marketing" Read Jenn's book, "Instagram For Business For Dummies" Read Jenn's book, "Instagram For Dummies" Visit SocialPros.com for more insights from your favorite social media marketers.

Joseph Jaffe, host and showrunner of the "Joseph Jaffe is not Famous" show (formerly CoronaTV), joins this episode of Social Pros to share his insights and tips on creating a successful livestream show. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details What does it take to run a successful daily livestream show? Joseph Jaffe, host and showrunner of the "Joseph Jaffe is not Famous" show (formerly CoronaTV), joins this episode of Social Pros to take us behind the scenes. Joseph has been consistently creating content every day, Monday through Thursday, for a show that aims to spread hope, positivity, optimism, "and if there's time left over, a lil bit of marketing." He explains why content consistency is "branding 101" and why you should commit to a new livestreaming venture for a minimum of two years. Joseph shares how he got started and what his plans are for the future of his show. He also explores the importance of community, why he considers his fans "family," and why he's made a commitment to diversity on his shows. In This Episode: 5:32 – Why Joseph chose a daily livestream show format 8:11 – Why Joseph chose to create videos rather than a podcast 10:30 – How to stream across multiple social platforms 13:14 – How "Joseph Jaffe is not Famous" has evolved over the past year 16:49 – The delicate balance of interacting with viewers and managing a community 19:44 – How the livestreaming format produces a different type of energy and audience engagement 21:49 – Why Joseph focuses not on data but the quality of his content 26:50 – Joseph's approach to marketing his show and using the subscription model 30:48 – How Joseph plans to repurpose his existing content during his hiatus 34:44 - Who should and shouldn't commit to a daily livestream show 40:40 – Committing to a livestream show as an individual vs. as a business 42:52 – Joseph's top tip for those looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Katie Cavender, Assistant Director of Communications at College Football Playoff, joins this Social Pros episode to share how to manage busy social media channels for college football. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details What does the social media team behind College Football Playoff look like? Katie Cavender, Assistant Director of Communications at College Football Playoff, joins this episode of Social Pros to give us an insight into her day-to-day role. Katie manages to coordinate content with different schools, universities, ESPN, and more in what sounds like a whirlwind of responsibility. Despite this, her social media team has only 19 members to keep on top of things. Katie shares exactly how she and her team manage coverage throughout the football season that both resonates and informs fans. She talks about how you should always be authentic on social and encourage a dialogue wherever possible. "Social is called social for a reason," after all. In This Episode: 6:11 – An introduction to College Football Playoff 8:38 – The strategic role of social media within college football 11:02 – How Katie manages social media with such a small team 12:49 – How College Football Playoff collaborates with ESPN 13:57 – Katie's approach to managing social media throughout the year 18:46 – The challenges of collaboration and coordination with different teams 22:40 – How Katie's team keeps up with all the changes in College Football Playoff 25:37 – How College Football Playoff could preserve archived footage 29:59 – Katie's role in social care and customer service on social media 32:38 – The social content that Katie most enjoyed 37:06 – What Katie looks for when hiring for the College Football Playoff social team 39:10 – How the pandemic has changed the way organizations communicate with the public 41:47 – Katie's top tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Tamsen Webster, Founder and Chief Message Strategist of Find the Red Thread, joins this episode of Social Pros to talk about storytelling and problem-solving with social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Supermetrics Full Episode Details What is the best way to create a message and narrative that truly resonates with your audience? Tamsen Webster, Founder and Chief Message Strategist of Find the Red Thread, says it's about answering their real questions. In business, many of us think we have solutions to our audience's problems. We try to work backward and squeeze it into our audience's story. But Tamsen says we should take a step back. We need to solve the problems our audience thinks it has first, even if we believe it's something different. Tamsen is a big believer in creating a story in your marketing and social media, an idea she explores in detail in her book "Find Your Red Thread." In this episode of Social Pros, Tamsen shares her thoughts on making your ideas shine, why storytelling is so important, and how you can deliver real solutions that audiences want. In This Episode: 6:08 – What Tamsen means by wanting to "build the story that people would tell themselves" 8:00 – How organizations often lose sight of their brand narrative 9:43 – Why people resonate with the phrase "once upon a time" 12:13 – What a MacGuffin is and why you always need it to pay off in the end 14:27 – Why organizations need to determine who their idea is for 18:44 – Why Tamsen believes you shouldn't try to plant an idea or manipulate your audience 22:27 – How to pitch an idea in an organization 26:18 – Tamsen's approach to getting a new idea in motion 31:20 – How to avoid patronizing your audience with your solutions 32:18 – Tamsen's advice for social pros on how to construct your ideas 34:27 – How Tamsen has changed her approach to social 40:27 – How organizations can change their messaging in the pandemic 44:32 – Tamsen's top tip for those wanting to become a social pro Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Duane Brown, Founder & Head of Strategy at Take Some Risk Incorporated, joins the Social Pros Podcast to talk about paid social, marketing agencies, and the future of social. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details What does the future look like for paid social? Is there still a place for organic? Duane Brown, Founder & Head of Strategy at Take Some Risk Incorporated, discusses his take on paid social. In this episode of Social Pros, Duane describes his agency's approach to social and how he deals with client requests and budgets. He also gives us some insight into how the pandemic affected things in social media across the board. Duane shares his thoughts on experimenting and trying new things. He says it's impossible to know what will or won't work unless you try it. He describes some top mistakes people make with paid social and what his agency does to help clients understand paid advertising better. In This Episode: 6:33 – Duane talks about his agency and the type of customers he works with 8:51 – The trends Duane has noticed in paid social across the pandemic 11:39 – The areas that Duane's clients need the most help with 13:41 – How some clients focus on the big picture in social 15:11 – The best ways to shift clients' mindsets 17:21 – The most overlooked opportunities clients miss in paid social 19:11 – The trends in how digital agencies work with their clients 22:12 – How to answer complex questions from clients 25:07 – Duane's advice for other agencies 27:06 – Why agencies come to Duane for help and advice 29:01 – What Duane predicts the next year will look like after the pandemic 31:42 – Why there's still room for organic in marketing 33:43 – Duane's advice for TikTok advertising 35:55 – Which formats work better on paid TikTok and other platforms 37:53 – Duane's top tip for becoming a social pro 38:40 – Who Duane would choose for a special video call Resources Get the new State of Marketing report for free from Salesforce Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Tiara Christian, Head of EMEA Social Media, PR at Google, joins the Social Pros Podcast to chat about how Google localizes content worldwide to stay super relevant. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details No one quite does "global" like Google. But how does such a mammoth in the online world stay relevant and targeted across different countries, languages, and cultures? Tiara Christian, Head of EMEA Social Media, PR at Google, explains just how Google pulls it off. In this episode of the Social Pros podcast, Tiara discusses how Google approaches local messaging to make content hyperlocal and relevant to all types of audiences. She takes us through what it's like to work at Google, how collaboration across departments works, and how she manages working as a mighty team of one. Tiara also reveals details about how Google uses data to understand what users really care about and want to see. In This Episode: 5:56 – How Tiara balances local messaging with Google's needs 8:11 – The strategies behind localizing content 9:50 – How Tiara coordinates with a huge company like Google 12:37 – Tiara takes us through one of her biggest campaigns at Milan Fashion Week 15:56 – How Google uses data to understand what people care about 19:35 – How Tiara operates as a mighty team of one 22:33 – One piece of advice for those agencies supporting big clients 24:31 – How Tiara balances content creation with social listening and engagement 27:03 – Advice on working with ambassadors 30:21 – Tiara explains what it's like working for Google 35:30 – Tiara's advice for those who want to engage with audiences outside the U.S. 38:16 – Tiara's top tip for anyone looking to become a social pro 40:01 – Who Tiara would pick for a video call Resources Get the new State of Marketing report for free from Salesforce Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Joe Galbo, Social Media Specialist at the United States Consumer Product Safety Commission, joins the Social Pros Podcast to chat about social strategy and public safety messages. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details How do you spread an important safety message over social media? Should you stay serious or make it a bit more fun? It all depends on the audience, timing, subject matter, and a whole host of other things. Joe Galbo, Social Media Specialist at the United States Consumer Product Safety Commission (USCPSC), describes his process for crafting messages that engage and resonate. Joe shares how the USCPSC balances serious messaging with fun and inventive graphic design to get the message across in the best way possible. You'll also hear some of the strategies around notorious internet trends like laundry pod consumption and more. Joe also discusses his approach to social media in general and why it's vital to always keep learning and developing your skills. In This Episode: 5:32 – Joe explains what the United States Consumer Product Safety Commission does 7:04 – Joe names a few examples of his favorite USCPSC graphics 9:40 – How the USCPSC became very graphic-focused in its messaging 12:38 – The balance between making serious life-saving messages fun vs. serious 18:20 – Why Joe would love his strategies to be tested to see how successful they are beyond the social sharing aspect 19:10 – How the USCPSC collaborates with broadcast media to share important safety messages 22:07 – What the approval process looks like for new content 27:10 – How the USCPSC approaches social listening to keep on top of potentially dangerous internet challenges 31:26 – Why Joe believes you should always try out new social media channels 34:00 – Why you always need a vision for what you want to achieve in a government agency 38:50 – Joe's advice for dealing with intentionally spread misinformation on social media 43:32 – Joe's one tip for anyone looking to become a social pro 46:33 – Why Joe would pick Guillermo del Toro to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download the Social Media Metrics template from Supermetrics Download Upfluence's Brand Influence Ranking Report Visit SocialPros.com for more insights from your favorite social media marketers.

Sabrina Callahan and Mark Quine from Sam's Club join Social Pros in part five of the five-part Social Pros Deep Dive series into Sam's Club. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Upfluence Supermetrics Full Episode Details The Sam's Club Deep Dive is a new five-part series that explores how social media teams run their day-to-day operations over several episodes instead of just one. Social Pros interviewed several Sam's Club social team members to learn the secrets of their success. Other than direct feedback or surveys, nothing quite captures the opinion of customers like social media can. Social media can provide a window into the minds of customers. It can help brands understand where they're going right or wrong and what customers really want. That's why Sam's Club takes social listening so seriously. In this episode of the Social Pros Deep Dive into Sam's Club, Social Pros speaks again with Sabrina Callahan, Senior Director of Brand and Social Marketing, and Mark Quine, Director of Social and Brand Media. They discuss the importance of social listening and how Sam's Club responds to social opinion so quickly and effectively. Mark then discusses Sam's Club's approach to paid social and which strategies work best for the club. All five episodes are out now, so get ready to binge! As this is a brand-new series, we'd love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly. In This Episode: 6:06 – Sam's Club's philosophy around social listening 8:18 – Why Sam's Club has a member insights team 10:37 – How Sam's Club measures and tracks customer sentiment on social 11:55 – How the social team translates its metrics for other departments 16:06 – How Sam's Club introduced 'Hero Hours' during the pandemic after social posts went viral 21:47 – How Sam's Club distinguishes between signal vs. noise 25:37 – Which channels Sam's Club values the most for its insights 29:03 – The role of paid social in Sam's Club 29:52 – How Sam's Club measures the success of paid social 31:21 – How Mark tries to establish real causation and correlation in paid social 32:10 – How the social team keeps things consistent by working closely with the digital marketing teams 36:59 – Sam's Club's methods and strategies around boosting social posts 38:27 – Mark's thoughts on which creative ad formats perform best for Sam's Club 44:26 – Mark's number one tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

MacKenzie McCarver and Tina Parker from Sam's Club join this episode of Social Pros for part four of the five-part Social Pros Deep Dive series. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details The Sam's Club Deep Dive is a new five-part series offers a detailed look into how a big business manages social strategies, scheduling, business growth, community, and more. For many, social media is the first port of call for customers with questions or complaints. It's often the fastest way a brand can directly contact its customers. This means that businesses, big or small, need to think about how they approach customer care on social. With a big business such as Sam's Club, this operation is a lot more elaborate. Find out how in this episode of Social Pros Deep Dive. In part four of five, Social Pros speak with MacKenzie McCarver and Tina Parker – key members of the social media team at Sam's Club. Director of Social Media, MacKenzie, is back from our talk in part three, this time joined by Tina Parker, Associate Director of Brand and Social Marketing. They discuss Sam's Club's refreshingly proactive take on customer care, the best way to interact over social media, and how the club celebrates its brand ambassadors. All five episodes are out now, so get ready to binge! As this is a brand-new series, we'd love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at [email protected]. In This Episode: 5:52 – How Sam's Club resources social media customer care 6:50 – The multiple customer care levels and how they work 8:02 – What Tina looks for in a social customer care agent 9:29 – Sam's Club's unique approach to customer interactions 11:46 – How Sam's Club responded to the pandemic challenges 13:26 – Which platforms Sam's Club focuses on the most for customer interactions 14:35 – How social empowered people during the pandemic 16:55 – The unique tool Sam's Club uses for local social updates 17:51 – How Sam's Club balances public versus direct message responses 18:47 – Why Sam's Club prioritizes real responses over automated messages 21:44 – How proactive Sam's Club agents are in responding to customers 24:30 – How Sam's Club deals with customers who make complaints across different channels and mediums 27:57 – What measurements of success look like at Sam's Club 29:55 – How Sam's Club prepares for the event of a social media crisis 31:43 – Tina's take on "if there's three, there's more" when it comes to customer complaints 33:20 – The process Sam's Club follows to communicate issues at a higher level 35:28 – How Sam's Club celebrates brand ambassadors and fans on social 38:45 – Tina's one tip for becoming a social pro 39:12 – Who MacKenzie would love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

MacKenzie McCarver and Hunter Wuensche from Sam's Club join this episode of the Social Pros podcast in part three of a five-part Social Pros Deep Dive series. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details The five-part Sam's Club Deep Dive series looks closely at how big businesses manage social media, covering all the strategies, methods, and team dynamics over not one but five episodes. The series kicks off with Sam's Club, the beloved wholesale membership club. Social media has a way of bringing people together, and that's what Sam's Club is all about. The social media team at Sam's Club has ballooned in size over the past few years, and it's transformed the way it approaches social media. In part three of five episodes in the Sam's Club Deep Dive series, Social Pros talks to MacKenzie McCarver and Hunter Wuensche about creating community through social media. MacKenzie is the Director of Social Media, and Hunter is the Social Media Manager at Sam's Club. They share how Sam's Club creates a community, both within its own team and its members, through social care, user-generated content, and influencer marketing. You'll also hear how MacKenzie and Hunter's roles fit into the team and how they impact the day-to-day social strategies at Sam's Club. In This Episode: 5:00 – What the day-to-day social media strategies look like at Sam's Club 6:44 – Reaching different types of Sam's Club customers on social 7:52 – The 'Happy Host' segment that Sam's Club focuses on 8:46 – Collaboration between the social team and different departments 10:06 – How influencer marketing fits in with the rest of the social strategy 13:45 – Sam's Club's methods for finding influencers to work with 16:35 – How Sam's Club manages an editorial calendar across the states 18:57 – The process behind creating organic social posts 21:26 – The best type of visual content for Sam's Club 23:34 – How Sam's Club encourages employee-generated content (EGC) 24:54 – The tool that Sam's Club uses to manage EGC for Facebook posts 27:10 – Why the social team works closely with operations, HR, and legal for EGC 28:40 – Sam's Club's approach to brand-to-brand interactions 30:43 – How the team uses trends and hashtags as part of its campaigns 34:27 – MacKenzie's tip for those wanting to become a social pro 37:09 – Who Hunter would love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Natalie Hite, Associate Director of Brand Marketing at Sam's Club, joins the Social Pros Podcast in part two of a five-part Social Pros Deep Dive series. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details In this five-part Deep Dive into Sam's Club, we look at how their busy team executes its social media strategy. For an insider look at how Sam's Club's social media team operates, each episode features a different social team member. They speak a bit about their role and how they fit into the now-huge social media team at Sam's Club. What makes the Sam's Club brand so unique? In the previous episode of the Social Pros Deep Dive series, Sabrina Callahan spoke about how she focused on getting the brand right before anything else. In this episode, part two of the Deep Dive series, Natalie Hite, shares more details about what makes the Sam's Club brand so special – and how social media fits into that. She talks about why "brand storytelling has been our primary objective." Natalie discusses how vital connection, communication, and brand storytelling are to Sam's Club and how her role as Associate Director of Brand Marketing helps drive results. All episodes of this series are out now, ready to binge! As this is a brand-new series, we'd love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at [email protected]. In This Episode: 5:38 – Where Natalie's role fits into the Sam's Club team 6:55 – Natalie's experience of watching the social team grow so quickly 8:43 – What Sam's Club's brand promise is and what it means 10:02 – How Natalie adapted from traditional media to social 13:02 – How social media became the quickest way to communicate with members 13:36 – Why Sam's Club takes a "social-first approach" 15:50 – How the Sam's Club social media team collaborates with other departments 18:15 – Natalie's take on traditional vs. social media 19:39 – How Sam's Club targets many different customer types with its content 22:43 – How Sam's Club taps into the ethos of different audiences by asking for feedback 25:47 – Why Sephora and Ben & Jerry's are "north stars" for Sam's Club 28:00 – How Sam's Club uses storytelling to resonate with audiences 31:34 – How the Sam's Club vendors get involved with Sam's Club's social pushes 34:30 – Natalie's top tips for becoming a social pro 37:43 – Natalie shares who she'd love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Sabrina Callahan, Senior Director of Brand and Social Marketing at Sam's Club, joins the Social Pros Podcast as the first guest in a brand-new series called Social Pros Deep Dive. This series takes a closer look at businesses' social strategies, explored over several episodes. Social media has become so important and complex that trying to summarize it in just one episode means leaving out a lot of detail. To kick things off, series one focuses on Sam's Club, the much-loved wholesale membership club. The Sam's Club Deep Dive is a five-part series that puts social media at Sam's Club under the microscope. Tune in as Social Pros interviews different team members over five episodes to find out how the busy team operates their social media strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details When done right, social media can have a remarkable effect on company growth. A great example of this is Sam's Club, the popular wholesale membership club. Sam's Club dramatically expanded its social media team from just two to 50 employees and has seen growth and engagement skyrocket. In part one of five episodes in the Sam's Club Deep Dive series, Social Pros speaks to Sabrina Callahan, Senior Director of Brand and Social Marketing. Sabrina discusses what it takes to run a growing social media team and how she handles all the moving pieces. She describes how Sam's Club structures its social team and campaigns, plus its future plans. Sabrina also introduces us to some of the other cast and characters in the Sam's Club social team, who will join the podcast over the next few episodes. All five episodes are out now, so get ready to binge! As this is a brand-new series, we'd love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at [email protected]. In This Episode: 7:00 – Why Sam's Club expanded the social team so rapidly 9:48 – The importance of having an advocate in your company for social media 11:25 – How the Sam's Club social team is structured 19:10 – Sabrina shares what qualities she looked for when hiring the social team 24:25 – Why Sabrina focused on building the brand identity, then the social channels 27:54 – How a member's experience differs between digital and brick-and-mortar shopping 30:15 – What Sam's Club got right with its COVID-19 approach and messaging 35:54 – Sam's Club's primary goal with social media 39:15 – How the pandemic affected Sabrina as a social pro 43:09 – Sabrina's top tip for social pros 44:50 – Who Sabrina would love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Jay Maldonado, Director of Social Media at SurveyMonkey, joins the Social Pros Podcast to discuss how brands can create an agile social media plan that is also socially conscious. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details The very nature of social media is flexible and can change at any moment. That's why it's so important to have many tricks up your sleeve when creating a social media strategy. Jay Maldonado, Director of Social Media at SurveyMonkey, says that flexibility and wearing many hats are the keys to becoming a top social pro. In this episode of Social Pros, Jay discusses why all social media teams should have a "living doc" for their strategy that you can change when needed. He talks about why it's important to have great leadership and a team that really believes in the power of social media. Jay also discusses why you need to be sensitive and open to learning to have genuine and authentic conversations over social media. In This Episode: 7:52 – How sometimes social pros don't leverage social media for themselves 9:14 – How Jay manages marketing to a broad SurveyMonkey audience 11:47 – How social comes to life at SurveyMonkey 13:15 – Why all social media strategies should have a "living doc" 15:28 – How to create an agile social strategy 20:38 – How to ask the right questions in social media 22:45 – Jay's advice for social pros to navigate important social issues 26:15 – Jay's tips for social pros to use data better 30:33 – SurveyMonkey's recent study into mental wellness in the workplace 33:25 – Choosing the best social media channels to market your brand 35:54 – The importance of leadership and a great team 38:32 – Jay's one tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.

Anthony Yepez, Associate Director of Social Strategy at Digitas North America, joins the Social Pros Podcast to discuss why current customers should be the center of your social media strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details What should you focus on most of all in social media? Is it the metrics, posting schedule, viral content…or is it the people themselves? Anthony Yepez says you should focus not just on potential customers and follower count but also on your current customers. He says that "your current customers are the gateway to prospective new customers," and yet many businesses overlook that. Anthony, Associate Director of Social Strategy at Digitas, shares his tips for connecting with your audience and how he gets brands to succeed on social media. In this episode, he shares what he believes are common mistakes in social and why it's so important to listen to your audience. Anthony believes you should always "have a human element to your social media" and focus on real connections above all. In This Episode: 4:12 – How working remotely has affected social media agencies 4:54 – The core elements of a successful social strategy 6:10 – How far out you can realistically plan a social strategy 7:31 – Why communication and processes are key to working remotely with clients 9:07 – Which remote communication tools Anthony and his team use 9:47 – Why you should join the Social Media Marketers (SMM) Slack group 13:41 – Anthony's take on Clubhouse 15:54 – Which success metrics clients pay too much attention to 18:02 – When to encourage clients to join a new social media channel 23:53 – How social pros experience social media burnout 28:23 – The importance of listening to your audience 30:51 – Why Anthony thinks brands that focus on current customers do better 31:53 – The challenge of explaining social media strategies to customers 36:14 – Anthony's tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence's Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Digitas' website Visit SocialPros.com for more insights from your favorite social media marketers.

Mark Schaefer, Chief Operating Officer of B Squared Media, joins the Social Pros Podcast to discuss his latest book, Cumulative Advantage, and why it's important to try new things and seek new opportunities. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details What makes someone successful? Is it money, education, connections? Sometimes it's hard to pinpoint the turning point in someone's life. Mark Schaefer, Chief Operating Officer of B Squared Media, says that it's not necessarily one thing that acts as an advantage. The initial advantage that people experience can be as simple as a singular conversation. He says that whatever this one initial advantage is can lead you down an entirely different path in your life. "If you have this original advantage…you can build unstoppable momentum." Mark's book, Cumulative Advantage, is based on the work of sociologist Dr. Robert Merton. It follows the idea that those who have some advantage can continue to benefit from it at a much faster rate than those who don't. Mark talks about his own experiences and advantages and how they led him to where he is today. He shares why it's so important to try new things and find your "seam" in the status quo. In This Episode: 6:00 – What is cumulative advantage? 13:45 – How internal narratives can hold people back 16:50 – Why it's so important to try new things 18:05 – Mark reveals why loving your own ideas too much can be a problem 19:51 – How sometimes our marketing strategy is dictated to us 20:31 – Why marketing strategy is about finding a fracture in the status quo 22:53 – Mark shares why great marketing is about nonconformity 25:34 – Why following your passion isn't the only thing you should do 28:45 – Mark shares the idea behind a "sonic boom" 31:15 – How to build your own brand with a sonic boom 34:31 – The important balance between maintaining consistency and excellence 40:28 – How Mark defines mentorship 44:40 – Mark's top tip for social pros Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence's Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Cumulative Advantage by Mark Schaefer Marketing Companion podcast Visit SocialPros.com for more insights from your favorite social media marketers.

Alisa Meredith, Pinterest Product Specialist & Marketing Manager at Tailwind, joins the Social Pros Podcast to talk about how brands can use Pinterest to reach new audiences, drive traffic, and scale their businesses. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details Have you thought about using Pinterest for business? If not, it's time to step up and supercharge your presence on Pinterest. 459 million people use Pinterest each month, that's a huge audience and Pinterest's growth isn't slowing down any time soon. Alisa Meredith, Pinterest Product Specialist & Marketing Manager, at Tailwind, states that 97% of Pinterest searches are unbranded. This means that 97% of referring traffic from Pinterest is new traffic, which is a massive opportunity for brands to reach new people, increase traffic and drive conversions. Pinterest is a powerful platform for reaching traditional demographics and new audiences as the platform continues to grow. Alisa is a Pinterest expert. In this episode, she reveals how social media practitioners can leverage the platform to create and share incredible pins that speak to their audience. In This Episode: 05:06 – How Alisa would describe Pinterest to beginners 06:20 – Why it's so important to get your pin on as many boards as possible 07:18 – Whether success on Pinterest is based on what industry you're in 08:53 – How Pinterest can drive a new audience to your business 11:01 – Why Pinterest lacks data insights and analytics 13:52 – How the demographics of the average Pinterest user is changing 16:40 – What Tailwind Create is and how it works 18:59 – How to find the sweet spot when it comes to uploading new pins 22:00 – How brands can use Pinterest Paid Ads 23:48 – What works and what doesn't work on Pinterest 28:20 – How B2B brands are leveraging Pinterest 30:03 – Key mistakes to avoid when using Pinterest for business 34:18 – The importance of production value 37:43 – Whether brands really need a content philosophy that includes everything (images, videos, stories, etc.) Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence's Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Learn more about Tailwind Check out Alisa Meredith's website Visit SocialPros.com for more insights from your favorite social media marketers.

Jason Keath, the Founder and CEO of Social Fresh, joins the Social Pros Podcast to discuss the Social Fresh Conference and tips to keep your social media fresh and innovative. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details If you're a social media professional, you're probably familiar with the pressure from superiors to increase followers on multiple social media platforms. But how important is a brand's follower count? Jason Keath, the Founder and CEO of Social Fresh, claims that it's not about numbers, it's about quality – "what we try to pay more attention to these days is not necessarily the number of followers or engagement that we're getting with content, but the quality and relevance of it." It's time for brands and social media professionals to go after the true north star, which isn't how many followers you have, but the quality & engagement of those followers. Social Fresh is a social media training and analysis company with the goal to inspire and support the social media industry. The Social Fresh Conference is the longest running conference in the social marketing industry and if you thought a global pandemic would get in its way, think again! The Social Fresh Conference is virtual this year and if you want tickets, listen in closely for a special discount code to attend the conference! In This Episode: 05:15 – Jason reveals everything you need to know about the upcoming Social Fresh Conference 06:22 – How Jason got into this business and why he's still doing it 10:11 – How moving to virtual has changed things like speaker selection, creating content experiences, and marketing the event 12:36 – What today's participants at Social Fresh expect to learn or gain from attending the event 15:06 – How recruiting speakers has changed 18:42 – Tips for anyone trying to bring people together via virtual events 23:49 – Jason talks about the Instagram Templates Project 27:48 – How marketing agencies have adjusted to the new normal 29:58 – Jason shares the tale of two tweets 33:37 – What frustrates Jason about the current state of social 36:26 – Jason shares his prediction for the future of Clubhouse Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence's Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Learn more about the upcoming Social Fresh Conference Visit SocialPros.com for more insights from your favorite social media marketers.

Carmen Collins, Employee/Employer Brand & Social Media Lead at Cisco (#WeAreCisco team), joins the Social Pros Podcast to talk about the power of employee social content and how it can help brands build engagement and impact their audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence accessiBe Full Episode Details Using social media for employer and employee branding and recruitment is something that nobody does better than Employee/Employer Brand & Social Media Lead at Cisco (#WeAreCisco team), Carmen Collins. Carmen is a leading force in employee and employer communications and actively gives employees a voice on social media. Brands want to use social media to engage with their audience and promote what's going on with their business, but how should they determine what to promote? And, how can brands be sure that what they share on social media will be representative of the brand and impactful to their audience? Carmen emphasizes the importance of having empathy, which is something that many brands confuse with authenticity. To have empathy, brands must be empathetic. It seems obvious, but many brands miss the mark here. Carmen's solution is to seek help from employees. In her opinion, "employee-generated content adds empathy." In This Episode: 05:46 – The difference between employee-generated content and brand-generated content 08:39 – How to triangulate new channel opportunities 11:02 – How Cisco has adjusted their content creation process in light of the shift to remote work 13:11 – How to ensure employee content represents your brand 17:01 – Whether Cisco's core audience is existing or potential team members 19:17 – How to amplify employee content on social media 24:10 – How Cisco approaches paid amplification and targeted ads 27:48 – What to consider when selecting a specific audience to market employment messages 30:25 – How Cisco decides what to publish 35:23 – Whether Cisco carries out studies to measure employee retention, communication, and their overall impact Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Upfluence's Brand Influence Ranking Report Find out if your website is ADA & WCAG compliant with help from accessiBe Learn more about Empathy In Tech Visit SocialPros.com for more insights from your favorite social media marketers.

Brian Fanzo, Digital Futurist at iSocialFanz, joins the Social Pros Podcast to discuss the new social media platform that everyone's talking about – Clubhouse. We discuss how this voice-only app is making waves in the social media world and how you can use it as part of your own strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Tailwind aCe Full Episode Details Is Clubhouse the only social media platform that prioritizes conversation over content? Brian Fanzo, Digital Futurist at iSocialFanz, says that Clubhouse is a unique platform that could create a type of dialogue never seen before on social media. As an invite-only, audio-only platform, Clubhouse focuses on real conversations and a new style of networking. Unlike other social media platforms, it's not all about creating consistent content. Instead, Clubhouse provides intimate spaces to connect and share ideas. As Brian says in this podcast episode, Clubhouse is all about authenticity, which is much harder to fake than on other platforms. After this episode, we're continuing the Clubhouse discussion – on Clubhouse itself! Join us on March 1st at 10 am ET for the Social Pros Podcast After Party: Clubhouse for Brands with Jay Baer & Brian Fanzo. In This Episode: 5:23 – What is Clubhouse, and how does it work? 9:14 – The power of audio and the authenticity of Clubhouse 12:21 – How conversations on Clubhouse are organized by rooms and clubs 17:40 – The different types of content and conversations available on Clubhouse 18:49 – How 2020 events influenced Clubhouse's rise in popularity 24:42 – Brian predicts where the growth within Clubhouse will go and how to leverage it as a social pro 30:54 – How brands can use Clubhouse 37:00 – How to multitask with Clubhouse 43:23 – How Clubhouse approaches monetization and moderation 45:07 – The pros and cons of Clubhouse. Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Join Clubhouse iSocialFanz website Brian's website Visit SocialPros.com for more insights from your favorite social media marketers.

Caleb Gardner, Founder and Managing Partner of 18 Coffees, joins the Social Pros podcast to discuss social media's influence in the world. We discuss his social media experience in both corporate and government environments, what's changed over the last ten years, and how social platforms have responded to social issues. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Tailwind aCe Full Episode Details Social media has become a huge part of our everyday lives. It's a source of entertainment, a way to catch up on the news, and a tool to connect with others. While there have been great things about it, social media's dark side is hard to ignore. Founder and Managing Partner of 18 Coffees, Caleb Gardner, has seen it all during his long career in social media. He's seen social media help to create real change in the world but also witnessed the "darkest corners of the internet." What does that mean for social media today? Can it still be a force for good? And how can we as social professionals ensure we're bringing positivity to the discussion? Caleb explains his thoughts on social media's role in our lives and questions the responsibility social platforms have over their content. He talks about the importance of being curious, trying out new things, and treating people with respect. In This Episode: 6:12 – How social media is about more than just marketing 9:12 – How social media can be a force for good and bad 13:31 – Should social media platforms take responsibility for the wider influence of their content? 17:30 – Why social media platforms rely so much on engagement as a business model 19:01 – Why social platforms shouldn't assume they'll be the top choice forever 21:41 – Caleb discusses some of the new social media platforms bringing in competition 23:30 – Why many social media tips are the same as they were ten years ago 25:30 – How the 70/20/10 model works when trying out new content 26:40 – The two types of social media metrics to watch out for 30:14 - Caleb's take on where social media fits into the government's and business' drive for engagement 33:59 – How noisy social media has become 36:15 – How businesses can avoid the yearly social media account cull 39:01 – The pros and cons of paid vs. organic social 42:33 – The story behind the name 18 Coffees Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Caleb Gardner's website 18 Coffees' website Visit SocialPros.com for more insights from your favorite social media marketers.

Kristina Paider, Chief Creative Officer at The Hollywood Approach, joins the Social Pros Podcast to discuss how we can apply movie inspiration to our lives. We also speak about Kristina's book "The Hollywood Approach," which shows you how to live your wildest dreams, movie-style! Full Episode Details Be the hero of your own story How can we become the heroes of our own stories? Whether we're thinking about our businesses or ourselves, a little movie inspiration goes a long way. Kristina Paider, Chief Creative Officer and author of "The Hollywood Approach" shows us how we can use movie magic to make our wildest dreams a reality. Kristina uses her wisdom as a story strategist and screenwriter to apply the principles of Hollywood stories to real life. Kristina encourages everyone to "boss up and be the screenwriter of your show." By channeling your resources, exploring your character DNA, finding your strengths, and learning from mentors, you can achieve great things. This applies to businesses looking to level-up their company as much as it does to individuals. As Kristina discusses in this podcast episode, you must move away from perfectionism – and instead embrace your strengths AND flaws to become the hero of your own story. In This Episode: 5:48 – What "The Hollywood Approach" is and how storytelling applies to businesses 8:01 – Why businesses are hesitant to embrace storytelling 9:32 – What hit TV show "Cobra Kai" can teach us about using flaws in storytelling 11:18 – How to apply the three elements of storytelling to business (character, goal, obstacles) 12:28 – How to make your 2021 content binge-worthy 13:15 – How using flaws can humanize your business 16:07 – The importance of being the hero of your own story by identifying your own strengths, flaws and superpowers 20:40 – What is a "log line," and how can businesses use them? 22:35 – The use of movie-style log lines to define goals and purposes on social media 23:41 – How to use The Hollywood Approach to define customer profiles 25:11 – How Kristina feels about storytelling in 15 seconds 27:23 – Kristina's take on refreshing existing business stories 28:25 – Why looking at the "cast and characters" in your business is more important than ever 30:48 – Kristina's free bonus content, including movie-style exercises and resources 36:17 – Kristina's top tips for social pros Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Kristina Paider's website Read Kristina Paider's book, "The Hollywood Approach" Visit SocialPros.com for more insights from your favorite social media marketers.

Anna Gonzalez, Social Media Strategy Lead at Google Developer Studio, joins the Social Pros podcast to discuss how Google uses new technology and social media can connect audiences. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details: Google may be a massive company with lots of resources and a seemingly infinite budget, but they still have many of the same questions and struggles as the rest of us. Social media is a continuously evolving medium, and as social practitioners, we need to keep up if we want to continue to thrive in this space. This is something that all brands have in common, and Google is no exception. As Anna Gonzalez, Social Media Strategy Lead at Google Developer Studio, states, "we're constantly growing and thinking about how to do things more efficiently." Anna also emphasizes the importance of being open to experimentation on social media and why being authentic is vital when communicating with developers. Tune in to hear more about how the Google Developer Studios team uses different social measurement methodologies to stay relevant, enchant developers, and navigate social media without a king-sized budget. In This Episode: 05:11 - What Google Developer Studios is and how it works 07:37 - What the social team looks like at Google Developer Studios 10:46 - How different developers use social media 14:08 - Finding new and creative ways to connect with developers 18:50 - The mix between sharing Google Developer Studio content vs. content about developers 20:59 - How Anna works with advocates, influencers, and micro-influencers 23:37 - How to strike a balance between planning and spontaneity when posting on social media 27:09 - How Google Developer Studios adapts social measurement methodologies 30:13 - Why senior leadership are putting greater focus on social during the pandemic 33:40 - How to navigate social media without the big budget 37:53 - Working on side projects at Google Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Visit SocialPros.com for more insights from your favorite social media marketers.

Jason Falls, Director of Digital Strategy at Cornett, joins the Social Pros Podcast to debunk common myths and misconceptions around influencer marketing. We also talk about his new book, "Winfluence." Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Is the letter "r" the only difference between "influence" and "influencer," or is there more to it than that? Jason Falls, Director of Digital Strategy at Cornett, states that when you talk about influence, it's not about the channel, the influencer, or even the person. It's not a noun, it's a verb. So, when you're talking about influence, you're talking about your strategic purpose. As Jason said in this episode of the podcast, "you want to influence an audience to take action." Understanding the difference between influence and influencer is so important. In this episode, Jason reveals whether it's more beneficial to have a popular influencer promote your brand vs. someone who talks passionately about your brand to a smaller audience. We also dig into why he prefers the term "influence marketing" over "influencer marketing" and some common misconceptions around influencer marketing. In This Episode: 08:59 – How influence shifts the perspective to the action rather than the channel 12:02 – Why we often make the mistake of relying on influencers rather than influence 15:18 – Why people tend to be skeptical of influencers and their authenticity 18:52 – What makes influencer marketing work 21:01 – How to find the sweet spot when searching for the right influencer for your brand 23:05 – Why it's better to have fewer influencers who you have a relationship with vs. many influencers 29:53 – Who should be responsible for influencer marketing within an organization 31:38 – The pros and cons of asking an influencer to be category exclusive 38:01 – How social pros can use the three most important words in influence marketing to their benefit Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Read 'Winfluence' by Jason Falls Visit Jason's website Visit SocialPros.com for more insights from your favorite social media marketers.

Minter Dial, Professional Speaker & Author, Mydial LLP, joins the Social Pros Podcast to talk about the importance of blending your personal and professional life. We also discuss his book, "You Lead," which claims that your biggest asset in leadership is you. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details How can you become the type of leader that your team respects and trusts? Minter Dial (Professional Speaker & Author, Mydial LLP) believes that becoming a better leader is as simple as being yourself. Minter's book, "You Lead," teaches leaders from every industry how to lead with authenticity. He argues that the most successful leaders are those who embrace their true selves. If you don't know yourself, you will struggle to be an effective leader. It's clear that leadership is changing and whether you aspire to be a better leader (or you create social media content on behalf of a leader), understanding this change is critical to your success and self-worth. As Minter discusses in this episode of the podcast, you must work on yourself to become a better leader before creating better teams. He also talked about the importance of building trust and building it over time "by doing what you say, saying what you do, and being consistent." In This Episode: 06:18 – Why the nature of leadership is more important now than ever 07:48 – Why Minter Dial's book, "You Lead," focuses on the power of intuition 11:50 – How concepts of what makes a leader are changing 15:29 – The recipe for success for modern-day leaders 19:09 – How social media leaders can use "but" vs. "and" when giving their team instructions or feedback 22:05 – The importance of understanding the liberties and constraints you operate under 26:10 – How to bridge the recognition gap amongst social media professionals 29:08 – How expectations for CMO's has changed and how to avoid burnout 31:58 – Why you need to align your personal and professional life 34:29 – Minter reveals whether he agrees with the idea that the "most human brand wins" Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Read Minter Dial's book, "You Lead" Check out Minter Dial's website Visit SocialPros.com for more insights from your favorite social media marketers.

Linda Dianne, Video/Social Media Strategist from Diversify Social Media and Milly Tamarez, a Freelance Social Media Manager and Comedian, join the Social Pros Podcast to talk about the importance of diversity on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Inclusivity on social media is so important. Brands continue to make promises to be more inclusive, which is great. However, we need to make a real effort to change and grow to ensure we're inclusive in not just what we say, but in what we do. Two special guests join us in this powerful Social Pros episode featuring Linda Dianne, Video/Social Media Strategist from Diversify Social Media, and Milly Tamarez, a Freelance Social Media Manager and Comedian. The fight for true diversity, inclusivity, and acceptance for all is still ongoing. The jury is still out on lasting change from brands, and as Milly states in this episode, "something has shifted, and things have changed. But it is a process that we have to continue working on and optimizing." Many deeply important topics around diversity in the social media industry are discussed in this episode. Tune in with an open mind and get ready to motivate real change in your everyday life. In This Episode: 03:08 – How Diversify Social Media got started 05:20 – How personal experiences and world events inspired Linda and Milly to launch Diversify Social Media 11:15 – What the Diversify Social Media curriculum consists of 15:46 – What pieces of the curriculum tends to stand out to students and participants 19:21 – Who would benefit from the Diversify Social Media program 23:51 – Whether brands have developed a better understanding of diversity following the Black Lives Matter movement 27:51 – How brands can become more inclusive 32:26 – How to get involved with the Diversify Social Media program Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about Diversify Social Media Visit SocialPros.com for more insights from your favorite social media marketers.

Zachary Lones, Director of Social Media Marketing at Walmart, joins the Social Pros Podcast to discuss how the organization empowers local store associates to use their unique voice on social media to reach their unique communities. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Tailwind aCe Full Episode Details When employees feel empowered at work, you can expect to see a significant improvement in job performance, job satisfaction, and loyalty to the company. So, how can organizations use social media to empower their associates? Zachary Lones, Director of Social Media Marketing at Walmart, believes that it is "more important than ever to give your associates the voice and empowerment to speak up." Empowering local store associates at nearly 5,000 different locations to share their voices without much control from central marketing is almost unheard of in today's society. Yet, that is exactly what Walmart is doing on a daily basis in what could potentially be one of the best employee-generated content case studies the world has ever seen. In This Episode: 07:24 – How Walmart associates are empowered to use social media to reach their unique community 09:22 – How Walmart helps associates get up and running with different social media channels 10:33 – How many associates speak on behalf of the company 12:38 – The percentage of content shared by associates that is aspirational vs sales-focused 16:55 – How Walmart empowers associates to understand marketing and communications 21:30 – The critical indicators that determine whether or not a program is successful 28:18 – Why more organizations need to be open to the idea of allowing associates to connect with audiences via social media 33:52 – Who is responsible for engaging with audiences' queries on social media Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Visit SocialPros.com for more insights from your favorite social media marketers.

Jay, Adam, and Anna join forces in this special episode of the Social Pros Podcast to talk about some of the best highlights from episodes released in the rollercoaster year of 2020. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details 2020 has been a year like no other. Not just for the Social Pros Podcast, but the entire world. We have seen and experienced so much this year, so how can you recap a year like 2020? Well, Jaye, Adam, and Anna searched through the back catalog of episodes released in 2020 and noticed many similar themes running through them. They also saw many commonalities between various guests who shared their perspectives on the world and how the social media industry has changed in 2020. In this episode, you'll hear highlights from clips pulled from previous episodes released in 2020. So, if you're ready to take a trip down memory lane and explore some of the best bits from the Social Pros archive, listen in! In This Episode: 05:04 – Why you should always listen to your audience 07:19 – How JetBlue has adjusted its content during the pandemic 11:01 – Why it's important to take advantage of opportunities in real-time 14:08 – What it's really like to work in this profession 16:39 – Why social pros need to take care of their mental health 20:29 – How to combat burnout as a social media practitioner 23:29 – Why you need to be a great marketer to succeed on social media 26:49 – The benefits of releasing episodic content 31:51 – How to hook your audience from the start 36:14 – Why you should have a separate paid and organic approach 40:46 – The true power of authenticity Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Visit SocialPros.com for more insights from your favorite social media marketers.

Marcus Sheridan, Author, Speaker & Co-Owner of IMPACT, is our guest on this episode of Social Pros, where he debunks common myths surrounding social media video content. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details The internet is swamped with myths surrounding video content, but which ones are true? And, which ones should we ignore? Marcus Sheridan, author, speaker & Co-Owner of IMPACT, helps us separate the truth from the lies and reveals whether the length of the videos we share on social media actually matters. Most people believe that the shorter a video is, the better. However, Marcus quickly debunked that theory when he pointed out that "the average #1 ranked video in YouTube search results is about 10 minutes long." Marcus Sheridan puts many of the world's most popular video myths to rest and shares a treasure trove of tips on using video and how to get your sales and marketing teams working closely together in social media and beyond. In This Episode: 03:47 – Learn about Marcus' agency, IMPACT 06:23 – How to use video to bridge the gap between sales and marketing 11:27 – Why the premise that your videos should be 90 seconds or less is not true 15:07 – When it makes sense for a brand to use live video 17:53 – Why videographers need to be strong socially to be successful 21:59 – How video content can improve your social selling efforts 27:58 – Why Marcus left Facebook Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Read 'The Visual Sale,' by Marcus Sheridan Learn more about IMPACT Visit SocialPros.com for more insights from your favorite social media marketers.

Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company, joins the Social Pros Podcast to talk about social media from the corporate level and why brands need to be more selective with what they share on social. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details As social media has evolved, those who work with social media marketing have gained more freedom to make crucial decisions around what goes out and what doesn't. Not every company update or press release has to be broadcasted on social media. As Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company said, "for social, we really just need to focus in on this one component of things versus supporting every part of every program with a plethora of social content." The hard truth is that not every update is "social media worthy." Brands need to be more selective about the content they share on social media. Making sure your brand communicates authentically is vital and being attuned to what your audience wants to see from you is perhaps even more important. In This Episode: 03:12 – How social media marketing and communications have evolved 07:11 – How the evolution of social media has impacted how Kellogg's constructs their social media and consumer engagement teams 10:30 – How Kellogg's uses social media to have important conversations with their audience around food security 12:48 - How the brand's messaging and timing of messages have changed since the pandemic 16:19 – How being classified as an essential business impacted the company, the social media marketing team, and business operations during the pandemic 18:43 – How Kellogg's uses data and research to shape conversations on social media 23:25 – How Tony the Tiger helps to share the brand's voice on social media 25:45 – How to empower an organization to leverage social media listening and insights Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about Kellogg's Visit SocialPros.com for more insights from your favorite social media marketers.

Saul Colt, the Founder and Creative Director at The Idea Integration Company, is our special guest on this episode of Social Pros, where we discuss why advocates will do more for your brand than influencers and why you need to start taking more chances in social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud LinkedIn Full Episode Details Is it time for brands to take risks and chances in social media? Saul Colt, Founder and Creative Director at The Idea Integration Company, certainly thinks so, and he believes we should start by changing how we perceive influencers. Influencer marketing is potentially very powerful. However, finding the right influencers to advocate for your brand is another ballgame entirely. It's not enough to find an influencer with a huge following. They should also care about your product and your brand. Saul felt very strongly about this and stated that he would "rather make the influencer than buy the influencer." What is more valuable – an influencer with 25k followers who doesn't care about your brand or a super fan who genuinely loves your brand? It's easy to become seduced by the size of an influencer's audience, but is it time to forget the numbers and choose influencers based on the amount of passion they have for your brand? Find out on this episode of the Social Pros Podcast! In This Episode: 05:48 – Why Saul gravitated towards word of mouth 08:16 – Why people struggle to create conversation and attention 12:01 – Why there must be a strategy behind your tactics 16:35 – Whether social amplifies the cultivation of new ideas and creativity 18:40 – Why it's better to find advocates for your brand than influencers who don't genuinely care about your brand or product 27:25 – How the pandemic has changed tactics Saul uses on social media 37:04 – Why brands need to focus on more than just the tools they use Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about The Idea Integration Co Visit SocialPros.com for more insights from your favorite social media marketers.

Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), joins the Social Pros Podcast to talk about social media crisis management and how to cultivate culture change within an organization using social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Use Social Media to Create Positive Change Do you remember when social media was more like an experiment for brands than a real business strategy? Back then, brands did not grasp the potential that social media offered. Nowadays, social practitioners are a key part of the fabric of an organization. Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), reminisced about a time when social media practitioners weren't deemed as necessary as they are now. Today, instead of "tweeting in the corner," we have a seat at the table and help to "make decisions and set strategy from a high level." Social media is used for so much more than updating followers about what you had for lunch. When used properly, social media can be leveraged to build relationships and create culture change across an entire organization. In This Episode: 07:56 – How the social media team at UC Davis operates 11:18 – How Sallie established her own department and how it helped to elevate her at the table 18:15 – What you can do to get other social media communicators on your side 21:48 – How COVID-19 has shifted Sallie's approach to social media crisis management 26:06 – What social media metrics Sallie tracks 30:04 – How Sallie got the UC Davis Street Team program off the ground Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about UC Davis Visit SocialPros.com for more insights from your favorite social media marketers.

Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, joins the Social Pros Podcast to talk about the impact that COVID-19 has had on the sports industry and how the ACC continues to overcome uncertainty using social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud LinkedIn Full Episode Details 2020 has been a strange year for everyone. Businesses closed, schools shut down, and it was like the world hit pause on everyday life for quite some time. One industry that has been significantly impacted by the global pandemic is the sports industry, with games canceled left, right, and center. Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, has learned to navigate the recent changes while leading social media for the Atlantic Coast Conference. The ACC oversees sports for 1,415 schools in the eastern part of the U.S., so you can imagine just how unique and complicated Eric's role is as the Associate Commissioner of Strategic Digital Media at ACC. Eric believes that "social media for sports events is the truest version of a sports bar that we have left," and we couldn't agree more. Social media allows people to jump into the conversation when they feel like it, which helps sports fans feel like part of a community again. In This Episode: 05:24 – How ACC's digital marketing team is structured 07:31 – What Eric's role as the Associate Commissioner of Strategic Digital Media involves 09:31 – How the different schools get together virtually to discuss best practices 13:31 – How Eric's team structures content creation and distribution across the team 15:57 – How to continue to have great collaboration within a remote environment 18:42 – How Joe prevents confusion and complications when monitoring and managing so many schools 22:58 – How ACC has dealt with the changing sports schedule since the COVID-19 outbreak 29:26 – How Joe turned the cancellation of the 2020 ACC Men's Basketball Tournament and turned it into something positive 33:49 – Whether Joe uses paid social to promote the championships and gain exposure, etc. 41:01 – How to deal with negativity on social media Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about the ACC Visit SocialPros.com for more insights from your favorite social media marketers.

Chief Marketing Officer at Jobvite, Jeffrey Rohrs, joins the Social Pros Podcast to discuss how social media has impacted the recruiting process and why recruiting is the new marketing. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud LinkedIn Full Episode Details Whether you want to recruit new employees or new customers, all brands should implement recruitment strategies in their marketing. Chief Marketing Officer at Jobvite and previous host of this very podcast, Jeffrey Rohrs, believes that recruiting is the new marketing. Promoting and getting the best candidates starts with social media. If you want to reach the most qualified people for the role you want to fill, you must get the "best amplification of the opportunity in the marketplace, and LinkedIn certainly has cracked the code on that." Many brands don't realize that many of the basic recruitment tactics that effectively attract the right people can be used to recruit customers. As more brands pivot to empathetic marketing and spreading messages around diversity, we're starting to see that more prospects resonate with messages they see on social media. We talk about all of this on this episode of the Social Pros podcast, where Jeffrey makes a comeback and reveals how you can join marketing and recruiting in your social media efforts. In This Episode: 07:38 – How Jobvite leverages LinkedIn 09:25 – How to get better at merchandising your brand's opportunities 12:58 – How social media has impacted the recruiting process 17:00 – Why brands should share their employees' stories 20:57 – How to increase awareness of your brand's position on diversity and inclusion 23:56 – How Jeffrey promoted the "Summer to Evolve" series on social media 31:08 – How to avoid social, event, and zoom fatigue 38:16 – Why it's so important to hire for adaptability Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about Jobvite Learn more about The Summer to Evolve series presented by Jobvite Take the 10 minute assessment – The EVOLVE Talent Acquisition Framework Read "Audience: Marketing in the Age of Subscribers, Fans and Followers," by Jeffrey K. Rohrs Visit SocialPros.com for more insights from your favorite social media marketers.

Amanda Robinson, the Founder of The Digital Gal, joins the Social Pros Podcast to discuss her new book, "Ultimate Guide to Social Media Marketing," and the power of messenger chatbots, and why more businesses need to embrace this incredible technology. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Everyone has a superpower. You could be a master on Instagram, a LinkedIn expert, or a pro at social media marketing. Whatever your superpower is, you need to find it and leverage it. However, although your powers may reside with one social platform, you need to know what's going on around you. Amanda Robinson, the Founder of The Digital Gal, suggests that every social pro must identify their superpower and then strive to understand other platforms. If you just operate in your lane, you won't be prepared to handle something unexpected up ahead. In this episode, we talk to Amanda, The Digital Gal herself, about her new book, "Ultimate Guide to Social Media Marketing," and how to use Facebook ads and messenger bots for maximum results. Many people misconstrue messenger bots to be invasive and problematic. According to Amanda, that's not what a messenger bot is at all – "A messenger bot is about giving - giving back to people, giving value, giving a better experience, & giving faster information." In This Episode: 04:16 – The challenges of writing a book about social media 06:24 – Why you need to find your social media superpower while having general knowledge about other platforms 09:47 – What people are doing wrong on social media 13:59 – What messenger marketing chatbots are and what you need to know about them 21:59 – How to manage messenger marketing chatbots 26:02 – How to measure the performance of chatbots 30:58 – How to convince others about the value and importance of chatbots 33:30 – How Amanda's workshop students differ from those that came before Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The Digital Gal Read "Ultimate Guide to Social Media Marketing" Visit SocialPros.com for more insights from your favorite social media marketers.

Jessica Leachman, Global Social Media Insights & Analytics at a Global Biotech Company, joins the Social Pros Podcast to talk about how to structure social media success on a global scale. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details It is almost impossible to be successful in social unless you believe in the mission of your organization. Jessica Leachman, Global Social Media Insights & Analytics at a Global Biotech Company, is emotionally invested in the outcomes of the organization she works for in a genuinely palpable, powerful, and persuasive way. Jessica works for a major pharmaceutical and biotech company, and being passionate about the organization is about more than merely wanting the organization to be profitable and successful. Jessica cares about saving lives. Her genuine care for people has motivated her to build the company's wildly successful social media presence so that they can reach, engage, and help even more people. If you've been looking for a masterclass on how to do social media for a large multinational cooperation, this is the episode you've been waiting for. Even if you are a social practitioner for a small business, there is a lot of powerful insights that you can take from this episode and use in your own business. In This Episode: 04:27 – How this Global Biotech Company is organized in terms of social media 06:41 – What social channels are used to reach patients and caregivers vs. medical professionals 08:48 – How social media adoption and integration has evolved 10:27 – How Jessica and her colleagues interact with social channels that are popular in other countries 11:50 – An insight into how the organization engages with their audience on social media 15:09 – Specific social media restrictions that must be followed 17:13 – How Jessica built a social strategy that incorporates the global nature of her role 22:13 – How to use the 80/20 rule to maximize social media success 24:32 – How doing social media right can save an organization money 31:08 – How social listening has helped this global organization find new ideas, concepts, and content 36:42 – How the world of dance and social media collides Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Jessica's LinkedIn profile Visit SocialPros.com for more insights from your favorite social media marketers.

Jenn Herman, Instagram Expert from Jenn's Trends, joins the Social Pros Podcast to discuss how Instagram's core strategies have not changed in years and what businesses can do to grow their accounts. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Since its launch back in 2010, Instagram has continued to reign as one of the most popular social media platforms of all time. One billion people use Instagram each month, and although the platform often releases new features, it has stayed very true to its origins. Instagram is about so much more than sharing photos and videos with friends and family. It has become a vital tool for businesses that leverage Instagram's features to reach new audiences and engage with existing customers. Jenn Herman is an Instagram Expert and the world's forefront blogger on Instagram marketing. She claims that although small things have changed (the introduction of Instagram Reels, for example), the platform's core strategies have not changed in years. You can still use the same core strategies to help grow your account and gain a following. In This Episode: 03:24 – How Jenn helped write "The Ultimate Guide to Social Media Marketing" 05:41 – How Instagram's core strategies have not changed in years 07:06 – Why you shouldn't post TikTok content on Instagram Reels 10:41 – How to create authentic reels 13:25 – Whether it's time for brands to post more light-hearted content 16:09 – Why TikTok and Instagram usage has increased during the pandemic 22:23 – How Jenn and her co-writers wrote their book virtually and how they segmented topics 29:15 – How to keep a book about social media marketing relevant and up-to-date Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about Jenn's Trends Read "The Ultimate Guide to Social Media Marketing" Read Jenn's book, "Instagram For Business For Dummies" Read Jenn's book, "Instagram For Dummies" Visit SocialPros.com for more insights from your favorite social media marketers.

Jason Dorsey, the President and Lead Researcher of The Center for Generational Kinetics, is our guest on this fascinating episode of the Social Pros Podcast. We discuss how Gen Z thinks when it comes to digital and social, and what brands can learn about selling and marketing to Gen Z. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Are you still trying to figure out how to reach and connect with Gen Z? New generations are rapidly changing how brands engage with their audiences. The problem is, for many brands, younger generations are still a vast mystery. Jason Dorsey, the President and Lead Researcher of The Center for Generational Kinetics, potentially knows more about Gen Z than anyone on the planet. He can pinpoint the fundamental differences in how Gen Z thinks about digital and social, and it is manifestly different from what many of us might think. By studying generations closer and developing a better understanding of how they think, you will be in a much stronger position to create marketing messages that target new generations. Jason shares one truth bomb after another in what is potentially one of the most fascinating episodes of Social Pros that we've ever done. In This Episode: 03:55 – The foundational impact that social media has had on Gen Z 07:21 – How to craft social media messages that Gen Z want to engage with 13:25 – How Gen Z's can be influential to older audiences that brands want to attract 17:50 – Why Gen Z trusts social media influencers, even though they're being paid 21:02 – How Gen Z alters their behavior and choices based on online reviews 25:46 – Why brands must agree on the non-negotiables of their organization before deciding what to post on social media 30:38 – How to balance your social media content in a way that attracts Gen Z Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The Center for Generational Kinetics Visit Jason Dorsey's personal website Read 'Zconomy' by Jason Dorsey Visit SocialPros.com for more insights from your favorite social media marketers.

Anna Hrach, Content Strategist at Convince & Convert, sits on the other side of the microphone for this episode of the Social Pros Podcast to discuss how her and the team built an app that has the potential to help reduce the spread of COVID-19. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Research is key to success Never underestimate the power of research. Yes, intuition and going with your gut instinct can help you reach greater heights on social media, but research is what will help you achieve your biggest goals. Content Strategist at Convince & Convert, Anna Hrach, leveraged the power of research to do something truly remarkable. Since the start of the COVID-19 outbreak, it's become vitally important to help reduce the spread of the virus by listening to advice from medical professionals such as wearing a face mask and following social distance rules. However, Anna and the team at Convince & Convert took it one step further by helping our client, The University of Arizona, launch an app that alerts you when it suspects you may have had potential exposure to COVID-19 from somebody who has tested positive. It's a ground-breaking app and one that can potentially help reduce the spread of the virus and save thousands of lives. Hear all about it on this episode of Social Pros with the wonderful, Anna Hrach. In This Episode: 04:13 – Anna describes her role as a strategist at Convince & Convert 05:11 – How the COVID Watch Arizona app came about and how it works 07:46 – The important role of developing and utilizing research to help get the app up and running 09:21 – How the five distinct segments of the college student population were believed to interact with the app differently 12:43 –Why it was so important to use assets and messaging that reflected how students communicate with each other 14:25 – The mechanics of the second set of assets that other parts of the campus could use and why this approach was so effective 16:58 – How student influencers helped to spread awareness of the app amongst their peers 19:42 – How we used social listening to help answer people's questions about the app 24:33 – How the app was received in terms of downloads 28:04 – What Anna would have done differently back when the app first rolled out Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about The University of Arizona Find out more about the Covid Watch Arizona App Visit SocialPros.com for more insights from your favorite social media marketers.

Stephanie Liu, the Founder of Lights, Camera, Live, is our special guest on this episode of the Social Pros Podcast, where she reveals the best practices for live streaming and how to make the most of your live stream content. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Is there more to live streaming than the 'going live' part? Stephanie Liu, the Founder of Lights, Camera, Live, knows more about live streaming than anyone we've ever had on the show. Hosting a live stream is one thing, but it's what you do with that content after the 'lights go out' that really matters. Stephanie talked about the importance of repurposing your live stream content because "when you're top of mind, you're tip of tongue." Repurposing content is like creating "digital confetti" that you can spread all over the internet. Live streaming is one of the best ways to show your audience your expertise and authenticity, making it so much easier for them to build rapport with you. Stephanie shares many useful tips from pre-production to what you can do to build on the original content you have created. In This Episode: 05:30 – The benefits of live vs recorded video 06:34 – Whether episodic live content performs better than single execution live streaming 08:34 – Stephanie shares her ultimate 10x10 formula for episodic content 10:24 – What social channels are better suited for live streaming 14:51 – How Stephanie's company faced the growing desire to live stream as a result of the pandemic 16:38 – How to promote your live streams 19:08 – Why you should focus on your bare-bone basics to get started with live streams 22:18 – How to repurpose your live stream content 25:38 – Why social pros have to be open to experiment 27:29 – Why you shouldn't be so quick to dismiss your own opportunities Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Launch your first LinkedIn campaign with $100! Find out more about Lights, Camera, Live Read Stephanie's book, 'Ultimate Guide to Social Media Marketing' Visit SocialPros.com for more insights from your favorite social media marketers.

Shasta Nelson, Friendship Expert, Speaker & Author, joins this episode of the Social Pros Podcast to talk about the importance of cultivating meaningful friendships with our co-workers and how our relationships impact our health, happiness, longevity, and personal growth. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Cultivate Workplace Friendships Did you know that 70% of our happiness comes down to our relationships? Yet, we often focus more on the remaining 30% and neglect to give the other 70% the attention and effort it really deserves. If you want to be an overall happier and healthier person, Friendship Expert, Speaker & Author, Shasta Nelson, believes it starts and ends with your friendships. As adults, we spend a lot of our time at work. We meet the same people every day and we strike up the same small chat around the water cooler. However, in a world where loneliness is on the rise even before the pandemic, it's becoming increasingly difficult to foster meaningful relationships in the workplace. Shasta states that it's "almost impossible to be happy if you don't have meaningful relationships," and provides compelling evidence to support her claims that having friends at work makes you a better and happier person. In This Episode: 05:52 - Why Shasta is so passionate about helping others cultivate friendships at work 08:24 - Why some companies fail to facilitate friendships within the workplace 13:27 - The correlation between sales success and relationship building with clients 15:52 - The three requirements that every healthy relationship needs 20:24 - How these three relationship requirements correlate with how you should express your brand on social media 25:19 - Whether working from home makes it more difficult to make friends 28:13 - Shasta shares tips for managers for building positivity in the team 31:30 - How we should adjust what we're doing within our relationships in light of the pandemic 35:20 - How Shasta creates and shares engaging content for social media Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out how you can launch your first LinkedIn campaign with $100! Learn more about Shasta on her website Read Shasta's book, 'The Business of Friendship' Visit SocialPros.com for more insights from your favorite social media marketers.

Uzair Hasan, the Sr. Paid Media Manager at Edible Arrangements, joins the Social Pros Podcast to talk about how his scrappy social media team leads the way with innovative and creative ideas. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Believe it or not, there was a time when businesses doubted whether they actually needed a social media team at all. Nowadays, brands and organizations have realized that they don't just need a presence on social, but that social media needs to be a key part of their marketing strategy. The good news is that your company does not need a huge social team to make your brand known. Small social teams can have massive impact and Uzair Hasan, the Sr. Paid Media Manager at Edible Arrangements, has got evidence to prove it. He and his small social team have made history within the company, breaking sales records and expanding the company's online presence. Thanks to the team's scrappy attitude, they have managed to leverage the true power of social and fuel brilliant results. Since it's a relatively small team, being scrappy and wearing a lot of different hats has attributed to the team's undeniable success. In This Episode: 03:03 – What Edible Arrangements is and how the company works 04:34 – How the social media team works with marketing and communication colleagues to build a genuine relationship with the company's audience 06:06 – How to advertise and market to Twitch consumers 13:20 – How being 'scrappy' has helped the social team come up with new and innovative ways to engage people 17:24 – How franchisees create their own social channels and how everything remains aligned 21:35 – How the social team educated and empowers the franchisees 23:45 – How Edible Arrangements and franchisees handle customer data 27:32 – How to measure conversations and engagement on social 30:40 – How Uzair's team diversifies their marketing budget and strategy 33:12 – Uzair predicts how social media at Edible Arrangements will evolve Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out more about Edible Arrangements Read 'Creativity, Inc' by Ed Catmull Visit SocialPros.com for more insights from your favorite social media marketers.

Nick Dimichino, the Social Media Lead at Square, is our guest on this episode of the Social Pros Podcast, where we talk about how brands can use simple technology to capture and share customer stories on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Everyone has a story to tell and sharing customer stories with the world is one of the most effective and cost-efficient ways to market your brand on social media. But how can you share customer stories in a world where it's becoming increasingly difficult to interview customers? Nick Dimichino, the Social Media Lead at Square, has found new and innovative ways to share customer stories. He has created a unique voicemail line that sellers can call and leave their stories, many of which are incredibly powerful and moving to listen to. Square has helped revolutionize businesses and because of this, they have no issue finding new storytelling opportunities. Nick shares how he and his team find new stories to share on social, which has helped the company build an unbreakable reputation, gain recognition and win national awards. In This Episode: 03:26 – How the Square social media team is structured 05:54 – Nick shares his thoughts on how Square implemented social in the earlier days 13:25 – How Square conveys customer stories on social media 17:41 – How to find new customer stories during the pandemic 25:54 – How the way that Square communicates with their audience has pivoted since COVID-19 31:24 – Nick discusses the campaign around businesses in Flint 37:55 – How Nick got his senior leaders on board for the campaign Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Learn more about Square Visit SocialPros.com for more insights from your favorite social media marketers.

Ryan Boyles, the Senior Social Media Strategist at IBM / AI Applications, joins the Social Pros Podcast to discuss how IBM uses social to connect with their audience. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Use Social Media to Create Connections Creating meaningful connections with customers and prospects is something that every brand should actively try to achieve. The good news is that you already have the perfect tool to foster relationships and connect with customers - social media. Ryan Boyles, the Senior Social Media Strategist at IBM/AI Applications, understands the power of social media and how to leverage social platforms to find and connect with ideal customers. However, it's not just the social media team that needs to become 'social pros' – everyone in the organization from the top down must be 'plugged into social.' The way that brands use social media has evolved and more leaders and executives are embracing and engaging with customers and prospects on social media platforms. This is great news for any social practitioner who once struggled to convince their leaders about the true value of social media. In This Episode: 05:47 – How IBM uses weather data 07:34 – How Ryan interacts with other social media managers from different operating divisions within the business 11:20 – How IBM manages various social media accounts 14:33 – How IBM's employee advocacy program has evolved over time 16:48 – Insights into IBM's account-based marketing content and tactics 20:44 – Why IBM decided to abandon Facebook 22:46 – How to leverage LinkedIn Live and measure performance 28:32 – Ryan talks about the 50th anniversary of the Apollo program 31:31 – What it was like being on the frontlines of social media evolution Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Get your copy of "50 Best Practices for Email Marketers" Find out how you can launch your first LinkedIn campaign with $100! Learn more about IBM Visit SocialPros.com for more insights from your favorite social media marketers.

Jenny Fowler, Director of Social Media Strategy at MIT, joins us on Social Pros to discuss how she makes social content for this academic stalwart accessible, engaging, and consistent. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Accessibility and organization Managing social for an historic institution like MIT requires agility, clear-thinking, and great strategic planning. In Jenny Fowler, Director of Social Media Strategy, they have all of those essential skills and a whole lot more. Jenny is the only dedicated social media resource at MIT, with no direct reports, but coordinates over 200 department communications professionals to keep MIT's voice, content, and purpose consistent across every channel. As she says in this episode, "my philosophy has always been to empower my community to succeed." Social media in higher education is a different beast to many other sectors, but Jenny has tamed it with grace and intelligence. Walk a mile in her shoes with this episode of Social Pros and you'll be sure to pick up some fascinating tips and tricks along the way. In This Episode: 05:40 – How social is structured at MIT, with Jenny as the only full-time dedicated resource 08:13 – How Jenny shares her expertise with the 200 departmental communications teams that produce social content 11:18 – MIT's most strategically-important platforms 19:05 – Which metrics matter for Jenny – and why strategy is always the deciding factor 26:08 – How MIT are using social to communicate essential information in the pandemic 29:22 – Why being asked to "work your social media magic" isn't innocent, but indicative of a deeper ignorance of social media professionals' role and skills 37:36 – How Jenny uses social to make complex academic topics more accessible 39:45 – How Jenny started exploring MIT's TikTok strategy Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners MIT's Social Media Hub Visit SocialPros.com for more insights from your favorite social media marketers.

Sonja Likness, the Director of Social Media & Content Strategy at Duke University (Communications Office), joins the Social Pros Podcast to discuss how she runs social media at a major university with numerous departments, collaborators, and over 15,600 students. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Coordinating social media content across campus with a large number of departments is no easy feat. However, Sonja Likness, the Director of Social Media & Content Strategy at Duke University, has created a seamless structure that upholds the university's reputation while still giving departments their own voice on social. As Sonja stated in this episode of the podcast, "a part of my job is to educate, give best practices, consult when they run into trouble, and to facilitate everybody talking to each other." Social media practitioners can learn a lot from Sonja, who effectively structures countless collaborators on campus covering a range of different topics and navigates social for a popular university with approx. 15,634 students – not to mention, juggling all of this and keeping everything aligned during a global pandemic. Hear how she does it without breaking a sweat on this fascinating episode of Social Pros. In This Episode: 04:14 – How Sonja coordinates social content across campus 06:16 – How Duke University's 'social media working group' works together 07:26 – How audience prioritization differs across different social media platforms 12:57 – Why additional governance is necessary when approaching profound topics such as COVID-19 15:07 – How Duke University leverages influencers and user-generated content 18:13 – How Sonja's team are creating new video content during the pandemic 20:40 – How Duke University uses highly-polished video content vs. authentic video content 23:38 – The importance of social listening 27:40 – Why (and how) Sonja builds relationships with key social media leads across campus 32:40 – How Duke University targets graduate students with social media marketing Resources Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Take Salesforce's quiz – Einstein's Guide To AI Use Cases Learn more about Duke University Visit SocialPros.com for more insights from your favorite social media marketers.