Social Media for Social Impact

Dr. Misha Kouzeh
  • 5.0 (13)
  • Marketing
  • Updated Monthly

Welcome to Social Media for Social Impact— the podcast where we explore how clicks, shares, and stories aren’t just shaping culture, but driving real change. I’m your host, Misha Kouzeh, and together we’ll uncover the strategies, tools, and lessons behind campaigns that move people — and move the needle for business too. Now, let’s be honest. Social media can feel like a noisy, crowded place. But when used intentionally, it’s one of the most powerful tools we have for creating impact at scale. From viral campaigns that spark conversations worldwide, to small grassroots movements that start with a single post, we’ll dive into what works, what doesn’t, and how use social media as a force for good. Along the way, I’ll be joined by leaders in business, marketing, tech, higher education, and more. We’ll talk about how to measure the ROI of doing good, why purpose is the new brand currency, and how AI is reshaping influence in ways we’re only beginning to understand. So whether you’re a marketer, a business leader, social entrepreneur, or someone who just believes social media can be more than doomscrolling — this podcast is for you.

  1. 5d ago

    The Secrets to Communicating Climate Change in the Age of Social Media & AI

    Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode! In this episode of Social Media for Social Impact, host Misha Kouzeh interviews Allison Agsten, director of USC's Annenberg Center for Climate Journalism and Communication — a center launched under Dean Willow Bay's leadership to bridge the gap between climate research and the practitioners who need it. Allison, who also serves as curator at the Wrigley Institute for Environment and Sustainability and USC's eco-chaplain, shares how a single lecture on Arctic policy transformed her career trajectory, why climate change needs to move from future tense to present tense, and what happens when data alone isn't enough to change minds. She breaks down the critical difference between misinformation and disinformation, how social platforms like TikTok and Instagram are both amplifying and distorting the climate conversation, and why the imagery we use — from polar bears to beach photos on hot days — matters more than we think. Allison discusses the rise of climate memes as a cultural force, the power of art to reach people where science can't, and her work as USC's eco-chaplain holding space for ecological grief. She shares the remarkable story of Jane Fonda's campus visit that helped defeat an oil industry ballot measure in California, why doom-and-gloom narratives fail and solutions-oriented storytelling wins, and practical resources for anyone looking to become a better climate communicator. The conversation closes with a frank look at AI's dual role in climate communication — from accelerating research to generating dangerous deepfakes — and Allison's dream of depoliticizing climate change as a matter-of-fact public health concern. 00:00 Introduction to Social Media for Social Impact 00:48 Meet Allison Agsten: Climate Journalism Leader at USC Annenberg 02:13 Bridging the Gap Between Scientists & Journalists 02:46 From Arctic Policy to Climate Communication 05:48 How Social Platforms Shape Climate Understanding 06:15 Misinformation vs. Disinformation 08:18 LA Wildfires & the Missing Climate Conversation 09:12 Eco-Chaplaincy: Supporting Community Through Loss 10:18 Climate Storytelling That Works on Social Media 10:55 Climate Memes & the Cultural Zeitgeist 13:06 Urban Heat Islands & Shade Equity 15:53 Art & Climate: When Data Doesn't Change Minds 17:48 Hope, Meaning & Ecological Grief 21:04 Jane Fonda: A Force for Climate Action 22:33 Defeating an Oil Industry Ballot Measure 24:55 Why Doom & Gloom Fails & the Power of Solutions 26:05 Resources for Climate Communicators 28:40 AI's Dual Role in Climate Communication 31:51 AI-Driven Storytelling & "Over-Automating Empathy" 34:59 The Dream: Depoliticizing Climate Change 37:31 Connect with USC's Climate Center Connect with Allison on LinkedIn: https://www.linkedin.com/in/allisonagsten I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh

    The Secrets to Communicating Climate Change in the Age of Social Media & AI

  2. Jul 27

    How to Work With Influencers in the Creator Economy: 5 Brand Mistakes (And How to Fix Them)

    Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode! What does it actually take to make influencer marketing work — and why are so many brands still getting it wrong? In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh sits down with Justin Johnson, a creator economy insider who spent years at Meta building one of the first creator partnership teams, and has since worked across Web3, fintech, and beyond. Justin has been in the room with MrBeast, Michelle Obama, the Nelk Boys, Andrew Schulz, and Theo Von — and he has watched brands win big and fail quietly with the same tools. Justin shares what the industry won't tell you: why one post was never going to work, what real fandom looks like when it moves offline, and the skill nobody in marketing is building fast enough. 00:00 Introduction to Social Media for Social Impact 00:49 Meet Justin Johnson 01:10 How Justin Found His Way Into the Creator Economy 08:29 When Online Fandom Goes IRL — The Nelk Boys Story 16:47 How a Creator Became a Facebook Millionaire in Months 25:24 The 5 Mistakes Brands Keep Making With Influencers 31:32 Out-Drawing MrBeast & What That Tells Us About Creators 34:54 Answer Engine Optimization: The Skill to Build Now 36:25 How to Start With Zero Budget 37:00 Justin's Closing Message Connect with Justin Johnson on LinkedIn: www.linkedin.com/in/hellojjohnson. I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh

    How to Work With Influencers in the Creator Economy: 5 Brand Mistakes (And How to Fix Them)

  3. May 21

    Move Culture, Not Just Metrics: Marketing at the Intersection of Sports, Entertainment & Social Impact

    Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode! In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh interviews Kristin Paul, a marketing leader whose career spans Zimmerman Advertising, Deutsch LA, The Walt Disney Company, Amazon, and SoFi Stadium. Kristin shares how the most powerful campaigns don't just sell—they cross into culture. From the viral simplicity of Hulu's "Hulu Has Live Sports" to a live MrBeast gaming event that raised money for charity during Amazon Prime Day, Kristen breaks down what it really takes to build moments that resonate. She discusses the difference between chasing virality and recognizing it when it's happening, why authentic creator partnerships matter more than polished briefs, and how brands like Oreo and Wendy's earn cultural relevance through speed and trust. Kristin also shares her philosophy on purpose-driven partnerships at SoFi Stadium, the underrated power of engagement over impressions, and the skills the next generation of digital marketers need to thrive. 00:00 Introduction to Social Media for Social Impact 00:49 Meet Kristin Paul: Marketing Leader Across Entertainment, Sports & Tech 01:10 From Advertising to Amazon: Kristin's Career Journey 03:18 Inside SoFi Stadium: Beyoncé, Cowboy Carter & the Power of a Signature Moment 08:45 Hulu Has Live Sports: The Campaign That Became a Meme 09:19 When You Know You've Crossed Into Culture 10:00 Measuring Cultural Impact Beyond Views & Impressions 10:45 Virality You Can't Plan: The Mandalorian & Baby Yoda 13:30 Purpose-Driven Partnerships at SoFi Stadium 16:47 Authentic Creator Partnerships vs. Scripted Briefs 18:41 The Oreo Moment: Why Speed & Trust Win 20:02 The MrBeast Prime Day Collab & Charity Tie-In 24:20 Designing Campaigns Across Generations & Platforms 27:14 The Underrated Metric: Engagement Over Impressions 31:45 Navigating Pressure in High-Visibility Campaigns 33:00 Always Ask Why: Purpose Behind Every Campaign 36:00 AI in Marketing: Efficiency Without Losing Creativity 38:15 Skills for the Next Generation of Digital Marketers Connect with Kristin on LinkedIn: www.linkedin.com/in/kristin-paul-53266546. I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh

    Move Culture, Not Just Metrics: Marketing at the Intersection of Sports, Entertainment & Social Impact

  4. Apr 13

    From Clicks to Cures: How Healthcare Brands Use Social Media to Impact Patient Lives

    Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode! What happens when a filmmaker-turned-marketer finds his way into biotech? Francis Ukpolo, Marketing Lead at Amgen and founder of Afro Theory, joins Misha Kouzeh to pull back the curtain on healthcare marketing — the regulatory guardrails, why pharma turns off social media comments, and how a single conference moment can drive patient outcomes. 00:00 Introduction & Meet Francis Ukpolo 3:39 From Filmmaker to Healthcare Marketer 5:28 Inside Omnichannel Marketing at Amgen 9:52 The Regulatory Reality of Healthcare Marketing 13:33 When Clinical Data Goes Viral 15:57 How Afro Theory Was Born 21:43 AI, Creators & the Future of Social Media 25:48 Closing Thoughts & Where to Find Francis Connect with Francis on LinkedIn: www.linkedin.com/in/francisukpolo Check out Afrotheory: www.afrotheory.com Follow Francis on Instagram: www.instagram.com/fresh_pepper I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh

    From Clicks to Cures: How Healthcare Brands Use Social Media to Impact Patient Lives

  5. Mar 8

    Why Trust Is the Real Currency of Social Media for Social Impact

    Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode! In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh interviews Jessica Jackley, founder of Kiva, about how trust, storytelling, and digital platforms can drive social entrepreneurship. Jessica shares how hearing Dr. Muhammad Yunus reframe poverty as a lack of opportunity inspired her to leave her job, travel to East Africa, and help launch Kiva, a platform that allows people to lend directly to entrepreneurs around the world. What began as seven loans totaling $3,000 has grown into more than $2.5 billion in loans globally. She discusses how radical transparency helped Kiva build trust, including lessons from an early fraud case that strengthened the platform’s systems and community support. Jessica also offers advice for social entrepreneurs on ethical storytelling, avoiding trend-driven noise, and building meaningful impact through digital platforms. 00:00 Introduction to Social Media for Social Impact 01:15 Meet Jessica Jackley: Kiva Co-Founder & Social Enterprise Pioneer 02:30 The Early Days of Kiva & The Power of Storytelling 08:30 From $3,000 to $2.5 Billion in Microloans 11:30 Radical Transparency: Kiva's First Fraud Case 17:00 Storytelling Strategy for Social Entrepreneurs 24:00 Co-Creation & Ethical Marketing 28:30 Breaking the Self-Sacrifice Myth 32:45 What's Next: Volunteering & New Book Connect with Jessica on LinkedIn: www.linkedin.com/in/jessicajackley. Check out her latest book: www.penguinrandomhouse.com/books/790033/a-kids-book-about-giving-by-jessica-jackley. I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh

    Why Trust Is the Real Currency of Social Media for Social Impact

  6. Jan 20

    How to Land Social Impact Jobs Using LinkedIn and Networking

    Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode! In this episode of 'Social Media for Social Impact,' host Misha interviews Ben Precourt, LinkedIn's 'Boston Social Impact Guy.' They discuss how LinkedIn and other digital platforms can boost credibility and visibility in the nonprofit and social impact sectors. Ben shares his journey of becoming a key figure in Boston's social impact community through consistent and strategic LinkedIn postings. They explore challenges in the social impact job market, the importance of living wages, and practical tips for networking and building a personal brand on social media. Ben also introduces his new initiative, 'Hype for Good,' aimed at creating a nationwide network of social impact influencers. They conclude with advice on leveraging social media for personal and organizational growth. 00:00 Introduction to Social Media for Social Impact 00:40 Meet Ben Precor: The Boston Social Impact Guy 01:36 Ben's Journey into Social Impact 03:53 Challenges in the Social Impact Job Market 08:59 The Importance of Volunteering 13:09 Using LinkedIn Effectively 23:04 Hype for Good: A New Initiative 24:57 Ben's Career and Future Plans 28:33 Final Thoughts and Closing Remarks Connect with Ben on LinkedIn: www.linkedin.com/in/bostonsocialimpactguy I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh

    How to Land Social Impact Jobs Using LinkedIn and Networking

  7. 12/19/2025

    Saving Our Home Planet: Inside Patagonia’s Social Media Philosophy

    Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode! In this episode of 'Social Media for Social Impact,' host Misha Kouzeh discusses with Felipe Guzman, Patagonia's Social Media Lead, how the brand uses digital platforms to drive environmental activism and community engagement. The conversation covers Patagonia's mission to save the planet, their innovative campaigns like 'Vote Her' and 'Don't Buy This Jacket,' and their approach to staying authentic and values-driven in social media. Guzman shares insights on balancing brand risks, managing online backlash, and cultivating a loyal, values-aligned community. The episode also highlights Patagonia's upcoming 'Work in Progress' report, showcasing the brand's commitment to transparency and continuous improvement in sustainability. 00:00 Introduction: Challenging Consumerism 00:29 Welcome to Social Media for Social Impact 01:29 Patagonia's Mission and Social Media Strategy 02:18 Building Authenticity and Community 08:15 Campaigns and Creative Strategies 17:02 Navigating Online Backlash 21:09 The Power of Community Stories 23:38 Defining Success and KPIs 25:41 Exciting Update: Work in Progress Report 28:19 Tailoring Content Across Platforms 30:52 Final Thoughts and Advice Patagonia Work in Progress Report 2025: www.patagonia.com/progress-report I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh

    Saving Our Home Planet: Inside Patagonia’s Social Media Philosophy

  8. 12/06/2025

    Purpose-Driven Community Building: Using Social Media to Spark Real Change

    Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode! In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh welcomes Tim Parsons, Senior Advisor at Idealist, for an insightful conversation about transforming social media into a space for genuine community and social action. Tim shares his journey from facilitating community service programs to advocating for social impact with a focus on belonging and empathy. They discuss the importance of creating intentional online communities, reducing urgency, and fostering human connections through social media. Tim highlights innovative initiatives like Idealist's transformative role and The Nonprofit Hive’s community-building efforts. They also touch on the potential and challenges of generative AI in enhancing human connection and the importance of cultivating hope, agency, and belonging. This episode is a must-listen for anyone interested in leveraging digital platforms for meaningful social change. 00:00 Introduction to Social Media for Social Impact 0:41 Meet Tim Parsons: Purpose-Driven Leadership 01:31 Tim's Journey: From Retail to Global Impact 05:00 The Role of Idealist in Social Impact 11:00 Building Intentional Relationships Online 21:10 Highlighting Impactful Organizations 24:20 Advice for Building Community and Belonging 28:26 Generative AI and Human Connection 34:38 Hope, Agency, and Belonging 36:37 Conclusion and Final Thoughts For more information about Tim's work and Idealist, visit www.linkedin.com/in/rookzero and www.idealist.org. Additional mention: https://thenonprofithive.com I'm happy you're here! Like the show? · Leave a rating and review on your favorite platform · Drop comments or questions for future episodes · Connect with me directly on LinkedIn: www.linkedin.com/in/mkouzeh

    Purpose-Driven Community Building: Using Social Media to Spark Real Change
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Welcome to Social Media for Social Impact— the podcast where we explore how clicks, shares, and stories aren’t just shaping culture, but driving real change. I’m your host, Misha Kouzeh, and together we’ll uncover the strategies, tools, and lessons behind campaigns that move people — and move the needle for business too. Now, let’s be honest. Social media can feel like a noisy, crowded place. But when used intentionally, it’s one of the most powerful tools we have for creating impact at scale. From viral campaigns that spark conversations worldwide, to small grassroots movements that start with a single post, we’ll dive into what works, what doesn’t, and how use social media as a force for good. Along the way, I’ll be joined by leaders in business, marketing, tech, higher education, and more. We’ll talk about how to measure the ROI of doing good, why purpose is the new brand currency, and how AI is reshaping influence in ways we’re only beginning to understand. So whether you’re a marketer, a business leader, social entrepreneur, or someone who just believes social media can be more than doomscrolling — this podcast is for you.

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