Michael Corcoran is the mastermind who led RyanAir's game-changing social media strategy. With a knack for reshaping brand perception and driving organic reach, Michael has earned a reputation as a visionary leader in the digital marketing landscape. His innovative strategies and expertise continue to redefine the way brands engage with audiences in the ever-evolving realm of social media. In this episode, he shares: • How they built the WORLD's No1 corporate TikTok account • The EXACT social strategy that gave them 1 BILLION in organic reach • The LIES that make social media a pyramid scheme for most brands • Why 99% of social content is trash • The behind the scenes of RISKY tweets about Jadon Sancho and Prince William + loads more! This is an absolute marketing masterclass; if you care at all about social media, you’re not gonna wanna miss this. Get a FREE Email breakdown of this business: https://callummcdonnell.substack.com/ Listen on Podcast Player: https://podcasters.spotify.com/pod/show/callum-mcdonnell Follow Callum on socials: Instagram - https://www.instagram.com/thecallummc/ Tiktok - https://www.tiktok.com/@heycallum Twitter - https://twitter.com/McdonnellCallum LinkedIn - https://www.linkedin.com/in/callummcdonnell/ Work with Callum: https://www.7xcontent.com/ Follow Michael: Twitter: https://twitter.com/lemachine/ Instagram: https://www.instagram.com/le_machine/ LinkedIn: https://www.linkedin.com/in/michaelrichardcorcoran/ Timestamps: 00:00 Introduction 01:16 Getting the Job at Ryanair 04:35 Challenges at Ryanair 06:16 Strategy Behind Ryanair's Social Media Success 09:25 Importance of Understanding Your Audience 10:33 Authenticity in Social Media 12:33 The Role of Strategy 17:01 The Impact of Ryanair's Social Media Strategy 22:35 Challenges of Reactive Content 24:55 Ryanair's Reactive Content 33:17 The Call From Kensington Palace 46:52 Red Circle 40:18 The Sancho/Bartlett Incident 44:47 Reality of Being a Brand on Social Media 45:16 Strategy of Disruption 46:09 Always-On Content 46:56 Social Media Pyramid Scheme 54:38 Social Media for Brands 01:06:48 Why Michael Left RyanAir 01:09:38 The Future