Social Media for Social Impact

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

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. [https://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 [http://www.linkedin.com/in/mkouzeh]

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

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 [https://www.linkedin.com/in/francisukpolo/] Check out Afrotheory: www.afrotheory.com [https://afrotheory.com/] Follow Francis on Instagram: www.instagram.com/fresh_pepper [https://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 [http://www.linkedin.com/in/mkouzeh]

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

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. [https://www.linkedin.com/in/jessicajackley/] Check out her latest book: www.penguinrandomhouse.com/books/790033/a-kids-book-about-giving-by-jessica-jackley. [https://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 [http://www.linkedin.com/in/mkouzeh]

How to Land Social Impact Jobs Using LinkedIn and Networking

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 [https://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 [http://www.linkedin.com/in/mkouzeh]

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

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 [https://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 [http://www.linkedin.com/in/mkouzeh]