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.

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.

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.

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.

What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves. Full Episode Details  Lululemon’s new brand identity is more than just a refresh. It’s a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it’s also about emotional and mental well-being. Whether it’s the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level. During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it’s through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging. Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon’s global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus. In This Episode: 1:42 - Ravi shares what excites him most about Lululemon’s new brand identity and its focus on how products and movement make people feel 4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns 5:30 - The three pillars of Lululemon’s new brand identity: Honest, Playful, and Vibrant 9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors 15:18 - The evolution of Lululemon’s approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding 22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities 27:27 - Why training and experience have made Lululemon’s team more confident in tackling sensitive topics and balancing inclusivity in campaigns 29:15 - Ravi’s advice for aspiring social pros Resources  Visit Ravi’s Website Follow Lululemon on Instagram Follow Lululemon on TikTok Visit SocialPros.com for more insights from your favorite social media marketers.

Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results. Full Episode Details  For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest. It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive. Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful. In This Episode: 1:29 - Kara’s role at Southwest Airlines and the origins of their influencer program 3:35 - Rebuilding the influencer program after COVID and proving its value to leadership 5:07 - How Kara measures the success of influencer campaigns 6:21 - Finding influencers who align with Southwest’s brand and reflect their diverse audience 8:22 - Building genuine relationships with influencers by getting to know them personally 10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles 12:12 - Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts 13:32 - Bridging the gap between marketing teams to scale influencer campaigns 16:08 - Kara’s advice for navigating different goals between internal teams and influencers 17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers 20:44 - The story behind Creator Day and how it strengthens bonds with Southwest’s influencers 21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand 25:03 - Kara’s advice for aspiring social pros Resources  Connect with Kara on LinkedIn Follow Southwest Airlines on TikTok Follow Southwest Airlines on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

As it’s Thanksgiving week, we’re taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI’s ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic. Full Episode Details  The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing. We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA. Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community. In This Episode: 1:08 - How the American Marketing Association supports the marketing community 4:58 - Why marketers need communities more than ever 7:28 - How marketers can embrace AI 11:00 - What marketers need to know about different privacy regulations 13:13 - Balancing communication with community members 17:24 - How Bennie speaks to future marketers 20:38 - How marketers can communicate their value to a wider organization 24:46 - Why risk and curiosity are key to marketing 29:37 - Leading authentically in marketing 31:23 - Bennie’s one tip for those wanting to become a social pro Resources  Join the Social Pros community on LinkedIn American Marketing Association Connect with Bennie on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content. Full Episode Details  Dogtopia’s social media isn’t just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling. At the core of their success is authenticity. Whether it’s showcasing dogs having the time of their lives with “canine coaches,” celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia’s content feels personal and genuine. It’s not about polished perfection—it’s about showing the real, messy, lovable lives of dogs and their humans. Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni’s team leans on high-performing posts from the past, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly. With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn’t mean reinventing the wheel—it just takes a little creativity and a lot of heart. In This Episode: 2:51 - Tackling social media’s constant changes to stay relevant 4:10 - Balancing Dogtopia’s corporate brand with local franchise voices 6:12 - How AI helps Dogtopia tweak posts at scale without losing its unique brand voice 7:40 - Creating platform-specific content and why speaking to each platform’s strengths is key 8:54 - Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots 11:19 - Ensuring Dogtopia’s content breaks through in a sea of dog-focused content online 12:35 - Recycling content: why repetition strengthens your message 14:32 - Making life easier for franchisees: how Dogtopia creates ready-to-use campaign toolkits 16:01 - Messaging that connects with pet parents at every stage, from first-time dog owners to seasoned pros 17:51 - How younger generations are reshaping trends in pet care 20:43 - Smart content strategies for evolving platforms—why “think smarter, not harder” is key 22:40 - The platforms Toni sees the most growth potential in 23:58 - How Dogtopia’s foundation supports veterans, students, and adults with autism through the power of dogs 28:23 - Toni’s advice for aspiring social pros Resources  Connect with Toni on LinkedIn Visit Dogtopia’s Website Follow Dogtopia on Instagram Follow Dogtopia on TikTok Follow Dogtopia on Facebook Visit SocialPros.com for more insights from your favorite social media marketers.

Getting your message heard in today’s crowded digital world isn’t easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience. Full Episode Details  In today’s digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how simplifying your messaging can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home. Steve reveals how understanding the brain’s natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting “memory darts” and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters. This isn’t just about cutting words—it’s about connecting on a deeper level. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you’re navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication. In This Episode: 2:23 - Steve introduces himself and shares what he does 4:16 - The importance of clarity in cutting through today’s noisy digital landscape 7:17 - How the brain’s RAS and WIIFM principles make messages stick 9:20 - Staying authentic and relevant amid AI-generated content—and why clarity is the answer 11:50 - Breaking down Steve’s four-step "Clarity Formula" for effective communication 15:03 - How structuring information like a pyramid helps simplify messaging and win over stakeholders while keeping audiences engaged 17:57 - Why timeless communication principles still apply in the age of social media 20:16 - Questions social marketers should ask to ensure their messages are clear and effective 22:14 - Brand examples: what FedEx gets right, and UPS gets wrong about messaging 26:35 - Using “memory darts” to create messaging that drives referrals 31:26 - Steve’s advice for aspiring social pros Resources  Connect with Steve on LinkedIn Visit Steve’s Website Visit SocialPros.com for more insights from your favorite social media marketers.