Social Pros Podcast

Convince & Convert
  • 4.7 (149)
  • MARKETING
  • UPDATED WEEKLY
Social Pros Podcast

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. Wags, Whiskers, and Cause-Based Wins with Virginia Chavez + Bonus Interview with Jenny Force

    JUN 27

    Wags, Whiskers, and Cause-Based Wins with Virginia Chavez + Bonus Interview with Jenny Force

    How do you turn a nonprofit’s mission into a heartwarming and impactful social media experience that resonates and inspires action? Virginia Chavez, Content Manager at PetSmart Charities, joins the show to share how her team uses authentic storytelling to inspire and build community around pet adoption. She explains how they tailor content by platform, foster meaningful engagement, and prioritize stories that reflect their values. Virginia also emphasizes the power of collaboration, showing how relying on your team can turn big, ambitious ideas into impactful, resonant content. This episode also features a bonus interview with Jenny Force, Global VP of Demand Generation at Meltwater, who speaks with Zontee about their recent Meltwater Summit. Full Episode Details  Virginia joins host Jennifer Harmon on this episode of Social Pros to share how her team at PetSmart Charities uses storytelling to spotlight their mission of keeping people and pets together. She dives into the creative strategy behind their “11 millionth adoption” campaign—framed like a reality dating show—and how it was tailored differently for each major social media platform. Virginia also explains how collaboration, pre-planning, and staying true to the brand’s authentic voice help their content resonate across audiences. She and Jennfier discuss the importance of bringing others into the creative process early, and relying on your team for feedback, support, and ideas that make the work stronger. It’s an inspiring look at how social teams can turn mission-driven content into powerful, heartwarming stories that drive real-world impact!  Then, host Zontee Hou sits down with Jenny Force, Global VP of Demand Generation at Meltwater, to discuss key takeaways from the 2025 Meltwater Summit. She shares the top trends shaping marketing and PR today—including AI, agility, brand authenticity, influencers, and misinformation—and explains how brands can stay ahead by using data, embracing collaboration, and leaning into strategic experimentation. In This Episode: 3:21 -  PetSmart Charities and their mission 5:46 -  Virignia's role as Content Manager 7:42 - Balancing hybrid roles in digital and social 11:40 -   Balancing efficiency and automation while still humanizing the brand  15:02 - How to secure employee & executive participation for social 20:40 - The reality show-like 11 million adoptions campaign 26:29 - Successful pre-production to help campaigns thrive 28:38 - Taking the leap on ambitious ideas 31:05 - The importance of collaboration in all types of storytelling 33:56 - PetSmart Charities' social strategy described in one sentence 34:31 -  How authentic social media work fits into big-picture brand strategy  38:10 - Andy’s advice for aspiring social pros 41:40 - Interview with Jenny Force of Meltwater Resources: Connect with Virginia on LinkedIn Visit the PetSmart Charities website Follow PetSmart Charities on TikTok Follow PetSmart Charities on Instagram   Visit SocialPros.com for more insights from your favorite social media marketers.

    57 min
  2. Your AI Maturity Check with Andy Crestodina of Orbit Media Studios

    JUN 13

    Your AI Maturity Check with Andy Crestodina of Orbit Media Studios

    How can marketers harness AI to improve their strategy while also staying irreplaceably human? Andy Crestodina, co-founder and CMO of Orbit Media Studios, joins the show to explore the real-world applications (and limitations) of AI in content marketing. From using AI for gap analysis and persona development to identifying the skills machines can’t replicate, Andy shares actionable advice for marketers at every level of AI maturity. Full Episode Details  Andy joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to chat about how marketers can level up their skills and stay competitive in the fast-evolving world of AI. He shares tactical insights on prompt libraries, custom GPTs, and why automation is the next frontier for marketers looking to work smarter and faster. Andy also explains why peer-to-peer conversations and informal mastermind groups are critical for learning in this space, and are often more impactful than staying glued to industry news. Andy also dives into creativity in the AI era and reflects on how to use AI not for perfection, but as a springboard for bolder, more human ideas. Perhaps most importantly, Andy challenges marketers to take ownership of their growth, warning against waiting for organizational change and encouraging listeners to build their own intellectual property through tools like custom GPTs. You won't want to miss this all-new episode that's a must-listen for anyone navigating the evolving intersection of technology, creativity, and career security.   In This Episode: 1:47 -  AI maturity for marketers and why it's important 5:32 -  Knowing the AI proficiency of your team members 8:33 - Using AI to understand our audience better 12:50 -  Andy's examples of gap analysis for content creation 15:15 -  What AI isn't good at, and why it's important to know the limitations 20:10 - How to improve your SEO by creating content that AI can't 24:43 - How to build and leverage your prompt libraries to get ahead 28:21 - Which FAQs Andy receives are worth asking, and which aren't 32:33 - How effective AI is as a creative partner 36:28 - Andy’s advice for aspiring social pros Resources: Connect with Andy on LinkedIn Visit the Orbit Media website Subscribe to Orbit Media on YouTube Check out Andy's book Content Chemistry on Amazon   Visit SocialPros.com for more insights from your favorite social media marketers.

    39 min
  3. From Bland to Bold B2B Content with Joel Harrison

    MAY 30

    From Bland to Bold B2B Content with Joel Harrison

    How do B2B marketers build genuine trust across the customer journey? Joel Harrison, Founder of B2B Marketing, shares how leading brands are using thought leadership, influencer partnerships, and creative audio to stand out. From award-winning campaigns to vibrant professional communities like Propolis, Joel offers insights that challenge traditional B2B norms. Tune in for a conversation that redefines what it means to connect in the B2B space! Full Episode Details  Joel joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to explore how B2B marketers can embrace creativity, take smart risks, and reclaim the power of brand. He explains why the industry is shifting toward long-term brand building and trust as key drivers of growth. Joel also shares why bravery is now one of the most valuable qualities for B2B marketers, and how storytelling and strategic thinking are making a strong comeback. Joel, Zontee and Jason also dive into the growing role of influencers in B2B, the power and resonance of audio content to build emotional connections, and how the best campaigns often come from clear-minded boldness. Joel also reveals how the most effective marketers today are balancing performance with purpose—and even weighs in on which B2C tactics don’t translate to B2B. In This Episode: 1:48 -  The anti-corporate creativity trend 2:26 -  Favorite examples of  creative anti-corporate campaigns  3:51 - Is there a clear line of going too far with this kind of work? 6:25 - How brands can do better at standing out creatively 8:09 -  How  organizations can wade into this influencer space by building trust and to coming off authentically 10:08 -  How to successfully cultivate thought leadership internally  13:27 -  Thought leadership as part of full funnel marketing 15:33 -  Why engagement and conversion respond so well to creative content 16:07 - Tactics to get creative campaigns approved by CFOs, CMOs 18:20 - Upcoming trends in the awards submissions space 19:37 - What B2B can learn from B2C 21:30 - Challenges with trust that B2B organizations face 23:20 - The successful use of creative audio in the B2B space 27:36 - Joel’s advice for aspiring social pros Resources: Connect with Joel on LinkedIn Visit the B2B Marketing website   Visit SocialPros.com for more insights from your favorite social media marketers.

    29 min
  4. The ROl of Authenticity with Joseph Perello, CEO of Props

    MAY 16

    The ROl of Authenticity with Joseph Perello, CEO of Props

    How do you combine the power of creator marketing with performance-driven results? Joseph Perello, CEO of Props, shares how his platform helps brands create content that’s not only authentic but also measurable and effective. From emphasizing credibility to redefining how success is tracked in the creator economy, Joe -- who's also worked with such high-level clients as David Bowie, AAA, and the New York Yankees -- offers insights into making influencer partnerships truly impactful. Full Episode Details  Joseph joins host Hannah Tooker on this episode of Social Pros to explore how the creator economy is redefining influencer marketing and what brands need to do to adapt. Joe breaks down the key differences between creators and traditional influencers, highlighting the pitfalls of the outdated “follower fallacy” and the importance of pairing creator content with paid media to drive measurable results. He also shares how Props is helping brands and creators build trust at scale using AI-powered tools that ensure creator authenticity, compliance, and brand safety. Joe also reflects on the evolution of viral marketing, the reality of sustaining attention online, and why consistent, data-driven content is more valuable than chasing fleeting hits. Plus, he offers practical advice for aspiring social pros on blending analytical insight with creative instinct to craft effective campaigns. And in a memorable moment, Joe shares his dream video call pick and the heartfelt story behind it. All that and more on an all-new episode of Social Pros! In This Episode: 1:41 -  Joe's career so far and how Props works 6:33 -  How Props uses storytelling as its marketing foundation  12:00 - Thinking about creators differently than influencers and how Props measures success 14:17 - Client success stories, from AAA to College Ave 18:04 -  The biggest pitfalls in influencer marketing  20:58 -  Where Joes sees creator-driven marketing heading next 25:43 - Joe’s advice for aspiring social pros Resources: Connect with Joseph on LinkedIn Visit the Props website   Visit SocialPros.com for more insights from your favorite social media marketers.

    31 min
  5. Intellectual Property, AI, and Influencers: Decoding the Legal Implications of Marketing in 2025 with Ruth Carter from Geek Law Firm

    MAY 2

    Intellectual Property, AI, and Influencers: Decoding the Legal Implications of Marketing in 2025 with Ruth Carter from Geek Law Firm

    Episode Description How can marketers stay creative while steering clear of legal landmines? Ruth Carter (they/them), attorney, writer, and speaker at Geek Law Firm, joins Social Pros to unravel the legal implications of today’s hottest marketing trends—from AI-generated content to brand collaborations. In this episode, Ruth shares practical guidance on navigating intellectual property, distinguishing between copyright and trademark, and staying compliant without sacrificing innovation. Whether you're experimenting with UGC or working with creators, this conversation is packed with essential legal insights for every marketer. Full Episode Details  Ruth joins hosts Zontee Hou and Sunny Hunt on this episode of Social Pros to unpack the complex legal landscape marketers must navigate in today’s ever-evolving industry. Ruth dives into how marketers and content creators should think about intellectual property, contracts, and copyright issues, especially when AI tools are involved in generating content. They explain why contracts should explicitly address AI use, the importance of transparency in data handling, and how marketers can avoid common legal pitfalls when working with third parties. Ruth also emphasizes the need for proactive data governance, especially in regulated industries, and encourages brands to build collaborative relationships with legal teams from the start — not just as a final approval step. Throughout the episode, they offer clear, actionable advice with their signature wit (jokingly referring to themself as a “professional killjoy”) and deliver one of the most practical tips yet for anyone in a service-based business. In This Episode: 2:29 -  What marketers need to know about protecting IP, and the differences between trademarks and copyright  5:50 - The specific criteria needed in order to trademark 8:34 -  Leveraging the IP of others for your own purposes without getting into legal trouble  12:05 - What marketers should have in place in preperation for others to license their content 13:24 - Common mistakes and how people get themselves into trouble with legal 15:02 -  Best steps to take when seeing your IP has been stolen and used illegally 18:32 - How AI-generated content relates to copyright 21:04 - Setting expectations and guidelines surrounding AI in third party-created content 22:34 - What Ruth suggests clients have in their contracts regarding AI 24:25 - How to manage confidentiality surrounding AI 26:48 - Being upfront with your audience about data collection 29:49 -  Managing expectations and guardrails of compliance and legal 33:02 - How and why marketers often hit a wall with their legal teams 35:38 - Ruth’s advice for aspiring social pros Resources: Connect with Ruth on LinkedIn Visit the Geek Law Firm website Follow Ruth on Instagram   Visit SocialPros.com for more insights from your favorite social media marketers.

    38 min
  6. Does Email Marketing Still Matter? Lessons in Humanizing Data and Building Trust with Robbie Fitzwater

    APR 18

    Does Email Marketing Still Matter? Lessons in Humanizing Data and Building Trust with Robbie Fitzwater

    Is email marketing a thing of the past, or should it still be a key part of your marketing strategy? To coincide with the launch of C&C's new newsletter, The Trendline, on this episode we welcome Robbie Fitzwater, founder of digital agency MKTG Rhythm. Robbie shares his deep insights into how email and one-to-one communication remain the backbone of any successful digital marketing strategy. Robbie also talks about how to "out-human" big competition by blending creativity with technology, and highlights the value of segmentation and personalizing messaging for different customer segments, and also discusses why his team doesn't hire anyone without AI experience in today's world. Full Episode Details  Robbie joins hosts Zontee Hou and Jason Keath on this episode of Social Pros to dive into the ever-evolving world of email marketing, segmentation, and content creation. He shares how brands can use AI and personalization to deliver highly relevant and engaging experiences for different customer segments, while balancing automation with a human touch. Robbie discusses how MKTG Rhythm leverages AI for content creation, from crafting tailored email sequences to generating creative designs for campaigns. He also explains the importance of understanding customer behavior across multiple channels, maximizing content reach, and driving conversions with data-driven strategies. Robbie highlights that while they can't outscale the giants in their space, they can out-human them, bringing a unique, personal touch to their marketing efforts. All that and more on this new episode of Social Pros! In This Episode: 2:01 - The value of email newsletters and how they're evolving 4:41 - How frequent email newsletters should go out 7:19 -  Creating newsletters with thought leaders and unique voices vs. a larger brand, and how to choose which one is right 12:45 - How Robbie guides his clients on the importance of email in their overall marketing plan 15:55 -  Robbie's advice on collecting and leveraging customer data through email 19:52 - The importance of SMS and combining it with email 21:45 - Specifics on how to get that additional data and building the consumer profile 24:48 - Great conversion rates on quick-question emails 29:05 -  Robbie's advice for catering to each consumer effectively through storytelling, automation and segmentation 35:45 - What MKTG Rhythm is using AI for, and the importance of their team members having AI experience 41:52 - Robbie’s advice for aspiring social pros Resources: Visit the MKTG Rhythm website Follow Robbie on LinkedIn   Visit SocialPros.com for more insights from your favorite social media marketers.

    45 min
  7. 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
  8. 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
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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
    611
  • Rating
    Clean
  • Copyright
    Copyright © 2024-2025 Convince and Convert. All rights reserved.
  • Show Website
    Social Pros Podcast

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