Social Pros Podcast

Convince & Convert
  • 4.7 (149)
  • MARKETING
  • UPDATED WEEKLY

Presented by Convince & Convert, Social Pros is one of the longest-running marketing podcasts in existence! Focused on the nexus of social media and other marketing disciplines, we bring you interviews and commentary from companies including Google, Reddit, Uber, Oracle, and many more to understand how social media impacts brand marketing, content marketing, reputation management, public relations, paid media, and much more. After more than a decade, Social Pros is still the one podcast that brings listeners inside the minds of marketing leaders making real impact. Join us as we dive behind-the-scenes and share actionable marketing strategies that you can immediately implement. 🎙 Listen to our episodes on our website—socialpros.com—or on your favorite audio platform.

  1. TikTok Tips and Creator Partnership Lessons with Geisha Garcia from U. of Miami

    APR 4

    TikTok Tips and Creator Partnership Lessons with Geisha Garcia from U. of Miami

    How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University of Miami, knows the impact of strategic content, influencer partnerships, and community-driven storytelling. In this episode, we dive into how Geisha's team creates authentic, high-performing content, fosters collaboration with students, and integrates social media into broader institutional initiatives. From student creator programs to major brand activations, Geisha shares how social teams can claim their seat at the table and drive meaningful engagement. Full Episode Details  Geisha Garcia joins host Jason Keath on this episode of Social Pros to share how the University of Miami is redefining higher ed social media through authenticity, collaboration, and strategic content creation. She dives into the impact of student creator programs, how her team balances institutional messaging with relatable social-first content, and why engagement is just as important as content itself. With brand activations playing a bigger role on campus, Geisha explains how social teams can proactively integrate into broader marketing initiatives—rather than reacting after the fact. She also breaks down the power of influencer partnerships, why micro-influencers often outperform big names, and how community management on TikTok is a game-changer. Geisha also shares how her team stays ahead by fostering collaboration, testing formats like carousels, and pushing for social’s seat at the table—ensuring it remains a strategic force within the institution. Stay tuned after Geisha's interview for a conversation with Jason, Zontee and Sunny about Convince & Convert's new newsletter, The Trend Line. In This Episode: 1:55 - UMiami's social partnerships with other universities 7:15 - Successes and lessons learned from UMiami's TikTok account 8:31 - UMiami's new student creator program and how it operates 15:24 - How Geisha and her team found the current students in the creator program 17:54 - How the student creators benefit from the program 20:30 - The social strategy for UMiami's centennial celebration, and how it's been executed 24:40 - Community management on TikTok 26:05 - Choosing the right partnerships that will resonate with your audience 26:56 - How to correctly collaborate with brands on university socials 29:57 - Geisha’s advice for aspiring social pros 32:30 - Zontee, Jason and Sunny discuss C&C's new newsletter, The Trend Line   Resources: Follow University of Miami on TikTok Follow University of Miami on Instagram Follow Geisha on LinkedIn Follow Geisha on Instagram Visit the University of Miami website

    40 min
  2. The Top 5 Marketing Trends for 2025 Based on Research with Todd Lebo

    MAR 21

    The Top 5 Marketing Trends for 2025 Based on Research with Todd Lebo

    How can B2B brands use original research to drive thought leadership and marketing success? Todd Lebo, CEO and Partner of Ascend2, specializes in helping businesses create data-driven content that builds authority and engagement. In this episode, we dive into the top five marketing trends shaping 2025 and how research can be leveraged to craft compelling narratives. From starting with the executive summary to ensuring insights tell a clear story, Todd shares expert advice on how to make research more impactful and actionable. Full Episode Details  As we close out the first quarter of the year, Todd joins hosts Zontee Hou and Jason Keath to not only explore the top 2025 trends shaping B2B marketing, but to also share insights on the ongoing challenges of unifying data across multiple sources and why marketers need to rethink their martech stacks to stay ahead. Todd also dives into the role of AI in making data more accessible, how companies can maximize the value of research studies, and why marketers should revisit past ideas as technology evolves. Plus, he highlights the power of frontline marketers in uncovering real, actionable insights—and shares a great story about how a simple conversation reshaped the way a financial tool was marketed. In This Episode: AI-Powered Content Marketing: Balancing Quality and Quantity (2:28) Data Point: Only 32% of marketers consider their content marketing strategy very successful, while 55% cite generating traffic and leads as their biggest challenge​. Source: Content Marketing and AI Report. Why It Matters: Marketers need to use AI, not just for content creation but also for improving audience targeting and engagement. AI-driven insights can help refine content strategies for better results. Influencer Marketing Goes Mainstream in B2B (8:16) Data Point: 49% of marketers cite integrating influencer content into a broader mix of marketing tactics as a top trend for 2025. Source: TopRank - 2025 B2B Influencer Marketing Report. Why It Matters: B2B influencer marketing is maturing, and brands that integrate influencers into their full marketing strategy will see greater engagement and credibility. Scaling Marketing Efforts Through AI-Powered Automation (14:06) Data Point: AI is being used extensively for content creation (37%), social media management (35%), and chatbot automation (25%)​. Source: The Evolution of AI in Marketing. Why It Matters: AI-driven automation enables marketers to scale their efforts while maintaining high-quality engagement across multiple channels. The Data Confidence Divide: AI, Authenticity, and Revenue Growth (20:08) Data Point: 46% of marketers confident in their data strategy reported significant revenue growth, while only 15% of less confident marketers saw the same success​. Source: Anteriad - 2024 B2B Marketing Outlook: The Data Confidence Divide Why It Matters: A strong data strategy is a key driver of business growth. Marketers must prioritize data accuracy and AI-driven insights to maintain authenticity and improve engagement. Data-Driven Marketing: Overcoming Integration Challenges Data Point: 63% of marketers rate their data-driven strategy as somewhat successful, while integrating data from multiple sources remains a challenge. Source: Data-Driven Marketing Trends 2024. Why It Matters: Data is critical for marketing success, but fragmentation hinders performance. Marketers must invest in AI-powered analytics and automation to streamline their data integration. How to turn data into action (25:46) Todd's advice for aspiring social pros (32:57) Who Todd would most want a video call with (33:59) Resources  Visit the Ascend2 website Follow Ascend2 on LinkedIn Follow Todd on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

    38 min
  3. How Consumer Insights Lead to Trust at the Weather Channel with Randi Stipes

    MAR 7

    How Consumer Insights Lead to Trust at the Weather Channel with Randi Stipes

    How does the weather influence your daily decisions, from your morning routine to your mood? Randi Stipes, CMO of The Weather Company, understands the profound impact of weather on consumer behavior—and how to harness it for deeper connection and trust with their customers. In this episode, we explore how The Weather Company collects and leverages consumer insights to enhance user experience, inform marketing strategies, and shape content creation. From data-driven storytelling to innovative brand collaborations, Randi shares how her team turns weather-driven moments into meaningful connections. Full Episode Details  Randi joins host Zontee Hou on this episode of Social Pros to discuss how The Weather Channel is using weather data to drive trust with their audience and customers. She explains how weather is the "ultimate contextual accelerant", influencing consumer behavior in unexpected ways (like how a temperature drop in the Ohio Valley can actually boost ice cream sales!) Randi also shares insights on why B2B businesses need a weather strategy, how The Weather Company is working with content creators to showcase real-life weather impacts, and the brand's partnership with the United Nations on the WeatherKids campaign, a global initiative to inspire climate action through future forecasts. She also highlights the growing role of social in driving brand authenticity and why every marketer should nurture a strong relationship with their CFO to align strategies and impact -- and gives one of the best answers yet to our "If you could have a video call with any living person, who would it be?" question with a heartwarming story you won't want to miss! In This Episode: 2:16 - The Weather Company's new brand platform, and the process of rolling it out to achieve their business goals 5:15 - How the brand works with content creators, and how they fit into The Weather Company's ecosystem 7:52 - The different audiences the brand is targeting with their content creator approach 10:38 - How The Weather Channel has changed over the course of its history,  and how Randi is preparing her team for the coming evolution of the digital landscape  13:48 -  How the brand is thinking about that personalization to give their audience a better expereince 15:52 - Important points for all marketers to keep in mind when building towards registration and ensuring customers see the brand as an ongoing partner in their lives  19:37 - Things that will be really valuable for The Weather Company and all marketers to think about when collecting information about how customers behave so that a better story can be told to them  23:14 - How to think about insights that serve  B2B partners, and  why every B2B business needs a weather strategy  28:4 - WeatherKids, a joint program with the United Nations Development Program and the World Meteorological Organization.  31:38 - Who Randi would most want a video call with, and the wonderful story explaining why 36:02 - Randi’s advice for aspiring social pros Resources  Download The Weather Channel app Follow The Weather Channel on TikTok Follow The Weather Channel on Instagram Visit The Weather Company website Visit The Weather Channel website Visit SocialPros.com for more insights from your favorite social media marketers.

    40 min
  4. Digging for Gold(en) Social Comments with Matthew McGrory from Arwen

    FEB 21

    Digging for Gold(en) Social Comments with Matthew McGrory from Arwen

    How can brands create safer, more engaging digital spaces while maximizing the impact of their social media efforts? Matthew McGrory, CEO of Arwen AI, shares how AI-driven moderation helps brands protect their communities, reduce toxicity, and improve ad performance. In this episode, we explore how companies like Hinge and Formula One teams work with Arwen to safeguard conversations, enhance customer acquisition, and ensure a brand-safe environment. From tackling online abuse to optimizing real-time engagement, Matthew reveals why a cleaner, more positive digital space leads to stronger connections and better business outcomes. Full Episode Details  Matthew joins this episode of Social Pros to reveal how Arwen is transforming online brand safety and engagement through AI-powered moderation. He dives into how brands work with Arwen to track sponsorship sentiment, tackle online toxicity, and create safer, more welcoming digital spaces. With social media ads reaching new audiences—sometimes unpredictably—Matthew unpacks how AI-driven moderation helps brands reduce harmful interactions and enhance positive ones. He also shares insights on why a clean, positive online environment leads to better ad performance, stronger audience trust, and increased conversions. Social pros know that engagement is everything, as long as a brand’s digital space feels safe and inviting. Matthew explains how Arwen helps companies automate moderation, ensure brand safety, and turn social media into a place where communities can thrive. In This Episode: 2:20 - How Arwen works for those in the social sphere 3:04 - What inspired Matthew and his team to create Arwen 5:58 - How social listening has evolved, and how AI is changing it today 9:22 - How these tools help businesses to find more intent-driven comments and sales opportunities 13:36 - How to stay authentic and respond naturally with the use of AI without losing audience trust  18:24 - Some of the recent projects Matthew and Arwen have been working on 22:03 - Arwen's work with the Hinge dating app  27:11 - Matthew's recommendations for tools for identifying real-time social response opportunities 32:14 - Matthew’s advice for aspiring social pros Resources  Visit Arwen's Website Follow Arwen on LinkedIn Connect with Matthew on LinkedIn Follow Arwen on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

    35 min
  5. The Evolution of the Creator Economy from Attention to Insights with Jamie Ray

    FEB 7

    The Evolution of the Creator Economy from Attention to Insights with Jamie Ray

    How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilk’s approach proves that when brands invest in their fans, the impact is both powerful and lasting. Full Episode Details  Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so important—and how Buttermilk helps brands nurture those relationships in meaningful ways. With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands. Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving. In This Episode: 2:02 - Large shifts in the influencer space over the last decade, from just a few big influencers to thousands of micro influencers  5:39 - Buttermilk being community first and finding tastemakers in communities 8:05 - How Buttermilk nurtures and grows the relationship between brands and their fans 10:25 - How Jamie advises his clients to get customer insights from their biggest fans 12:33 - The beginning of Jamies' career and the origins of Buttermilk  16:38 - Not getting hyper-fixated on trends in 2025 19:42 - Thoughts and advice on the future of TikTok 22:22 - The flaws of AI influencers in social, and the Gen Z hunger for more real life experiences  24:40 - The democratization of creativity in marketing teams and brands 29:56 - Jamie’s advice for aspiring social pros Resources  Visit Buttermilk's Website Follow Buttermilk on LinkedIn Follow Buttermilk on Instagram Follow Buttermilk on TikTok   Visit SocialPros.com for more insights from your favorite social media marketers.

    36 min
  6. Leveraging #FOMO to Inspire Action with Tristan Diehl

    JAN 24

    Leveraging #FOMO to Inspire Action with Tristan Diehl

    What are the secrets for managing socials of vastly different properties across the Casino & Hospitality space? Tristan Diehl, Enterprise Director of Social Media at San Manuel Band of Mission Indians (SMBMI), speaks with Zontee and Hannah to reveal how her team manages the social accounts for all SMBMI properties (and the various elements within each one) while also ensuring they're fulfilling both customer and client needs.  Full Episode Details  Tristan joins this episode of Social Pros to share how she and her team create social content to inspire followers to come out to SMBMI properties, including Yaamava Resort & Casino in SoCal and Palms Resort & Casino in Las Vegas, where guests will have exciting, in-person experiences and create lasting memories.  Tristan discusses using social to change the public's perspective when the property goes through major changes and upgrades. In the case of Yaamava, they've used storytelling and montages to showcase new amenities and entertainment so guests can get a feel for the space before stepping in the resort. With Palms, she and her team were tasked with reviving dormant social media accounts after the property was re-opened under new ownership after several years -- a challenge for even the most experienced social pros. And now, it's been key to SMBMI to bridge the gap between the properties, while also highlighting the unique qualties of each. Tristan talks about balancing these company needs with the needs of their audience, and finding the perfect trends that will satisfy both.    In This Episode: 3:07 - Tristan shares how she manages social for San Manuel, Yaamava, and Palms, and how the strategy for each property is unique 6:53 - Leveraging FOMO to spark guest excitement for experiences only SMBMI properties can give 9:04 - How Tristan plans content for each of the properties, and how she does her reporting to cater to what followers respond to 11:02 - Balancing the wants of your audience with the wants of your shareholders 15:09 - Betting on an unsure piece of content, and course correcting when something you were hoping was going to hit turns out to misfire 17:32 - Building and upskilling a well-rounded team to expand capabilities 21:13 - Trend work for 2025 25:19 - How to revive long-dormant social accounts 30:22 - Tristan’s advice for aspiring social pros Resources  Connect with Tristan on LinkedIn Follow San Manuel (SMBMI) on Instagram Follow Yaamava on Instagram Follow Yaamava on TikTok Follow Palms on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

    33 min

  7. JAN 10

    Creating Magical Moments Through Social at Hilton

    How do you take a global hospitality brand and make it feel personal, heartfelt, and human? Dannii Ceniceros, Senior Analyst, Global Social Engagement at Hilton, reveals how his team turn trending moments into magical ones. From helping a kitten named Wisp recover safely to gifting a TikTok storyteller their dream trip to London and Paris, Hilton’s social media strategy is all about social listening, staying nimble, and creating authentic emotional connections. Full Episode Details  Dannii joins this episode of Social Pros to share how Hilton’s social media team stays nimble, leaning into trends and turning them into meaningful moments. He talks about the power of listening to what’s happening online and spotting opportunities to make genuine connections with their audience. Hilton’s approach is all about little actions that create lasting impressions. These efforts don’t just delight current guests, they also catch the eye of future customers, putting Hilton top of mind when it matters most. We all know social is fast and timing can be everything. Dannii explains how Hilton’s team combines teamwork, social listening, and a clear game plan to act quickly when the moment is right. This approach is not about chasing every trend; it’s about knowing when and how to show up in a way that aligns with your brand’s values. Why? Because it creates memorable moments and magical experiences that feel personal and genuine.  In This Episode: 1:57 - Dannii’s role at Hilton and his team’s creative approach to online trends 3:58 - How Hilton helped Wisp the kitten and turned travel stress into a heartwarming moment 8:31 - ReesaTeesa’s TikTok journey and Hilton’s thoughtful response 12:04 - Why speed and nimbleness are key in social media 12:54 - Using social listening tools to identify opportunities 14:15 - The importance of a vetting process for social initiatives 15:52 - Leveraging data to overcome leadership resistance 16:42 - Leadership’s focus on aligning initiatives with Hilton’s values 17:46 - The story behind Hilton’s viral TikTok trend 20:25 - How defined processes drive Hilton’s success on social 22:44 - The Wicked-inspired rooms and their overwhelming success 27:18 - Dannii’s advice for aspiring social pros Resources  Connect with Dannii on LinkedIn Follow Hilton on Instagram Follow Hilton on Threads Follow Hilton on TikTok Follow Hilton on X Subscribe to Hilton on YouTube Visit SocialPros.com for more insights from your favorite social media marketers.

    31 min

  8. 12/20/2024

    Social Pros Winter Break

    Social Pros Podcast

    1 min
See All (605)

    4.7
    out of 5
    149 Ratings

    About

    Presented by Convince & Convert, Social Pros is one of the longest-running marketing podcasts in existence! Focused on the nexus of social media and other marketing disciplines, we bring you interviews and commentary from companies including Google, Reddit, Uber, Oracle, and many more to understand how social media impacts brand marketing, content marketing, reputation management, public relations, paid media, and much more. After more than a decade, Social Pros is still the one podcast that brings listeners inside the minds of marketing leaders making real impact. Join us as we dive behind-the-scenes and share actionable marketing strategies that you can immediately implement. 🎙 Listen to our episodes on our website—socialpros.com—or on your favorite audio platform.

    Information

    • Creator
      Convince & Convert
    • Years Active
      2012 - 2025
    • Episodes
      605
    • Rating
      Explicit
    • Copyright
      Copyright © 2024-2025 Convince and Convert. All rights reserved.
    • Show Website
      Social Pros Podcast

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