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

Tech Trends, Toddlers, & Tribalism with Chris Hackney

What does it take to turn social media into a serious business driver for B2B companies? Chris Hackney, Chief Product Officer at Meltwater, joins the show to unpack how his team connects social engagement to pipeline and revenue. In this episode, we dive into Meltwater's approach to content strategy, channel differentiation, and analytics that prove impact across the funnel. Chris also shares how his team structures workflows, leverages influencer voices, and balances brand personality with professionalism in a global enterprise. Full Episode Details Chris joins hosts Zontee Hou and Jennifer Harmon on this episode of Social Pros to share how Meltwater's social media strategy drives real business outcomes, especially in the B2B space. He breaks down how the team maps social content to different stages of the funnel, tailors messaging by channel, and uses data to prove the impact of social on both awareness and pipeline. Chris discusses how Meltwater's global team balances centralized governance with regional execution, and how they tap into employee voices and influencer partnerships to expand reach and relevance. Chris also shares lessons from recent initiatives like their Meltwater Champions program, and explains why social media teams should think more like editorial hubs than traditional marketing arms. Chris reflects on the rise of AI in social workflows—calling it "in its toddler phase"—and urges marketers to stay curious as the tools mature. He also shares his take on where social apps are headed next, predicting even deeper tribalism and fragmentation across platforms. All that and more on an all-new episode of Social Pros! In This Episode: * 1:50 - Protecting your brand and earn back trust in the face of disinformation * 6:02 - Opportunities for AI in marketing and communications * 10:56 - Chris's advice for success in human team members meeting AI technology * 14:41 - How to connect one-to-one when platforms are constantly changing * 17:51 - How Chris manages which platforms to invest time, energy, and money into * 20:12 - Using tools like media intelligence to stay on top of trends * 22:34 - Producing a framework to keep on top of the things you need to know, and how to empower your team to react in real time * 31:24 - Chris's advice for aspiring social pros Resources: * Connect with Chris on LinkedIn [https://www.linkedin.com/in/chrishackney/] * Visit the Meltwater website [https://www.meltwater.com/en] Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.

Challenging the Status Quo in Social Strategy with Jermaine Peguese

How do you build a higher education brand that feels personal, relevant, and rooted in real-world value? Jermaine Peguese, Owner and Lead Strategist of EJST Marketing, shares how his team taps into authentic storytelling, community conversations, and industry voices to connect with today's learners. From launching content series like Next Pulse at Nexford University to shaping market strategies with startup agility, Jermaine shows how higher ed marketers can think big, take risks and challenge the status quo. Full Episode Details Jermaine joins host Zontee Hou on this episode of Social Pros to explore how marketing in higher education can be reimagined by leaning into authenticity, community, and social influence. Jermaine and Zontee discuss how today's students aren't just looking for facts, they're also looking for real voices they trust and want to see themselves in the stories being shared. Whether it's through expert-led content like Nexford's Next Pulse series or conversations in online forums, Jermaine shows how the most powerful messages come from relatable, human experiences. He also shares how his time at Uber shaped his fast-moving, test-and-learn mindset, and why marketers should stay open to bold ideas— even late in the quarter. When entering new markets, Jermaine emphasizes the value of doing the groundwork: understanding your audience, and building a smart media mix that puts your message in the right places. It's not about being perfect; it's about being real, being thoughtful, and being ready to take a few smart risks, because that's where breakthrough moments happen. In This Episode: * 1:55 - Disrupting the traditional space of higher ed marketing * 6:27 - Building a unique brand voice in the higher ed space * 8:45 - How Jermaine's team has catered to non-traditional learners * 11:51 - How to identify core customers * 15:39 - How Jermaine thinks about data collection and customer research as an ongoing practice * 18:52 - Using AI in the traditionally AI-adverse higher ed space, and how AI can help marketers in this moment * 23:59 - Tapping into communities, social groups and others influencing prospective students * 29:22 - Lessons from Uber, and what higher ed can learn from the startup world * 31:48 - Solving problems when moving into a new marketing space * 37:16 - Jermaine's advice for aspiring social pros Resources: * Connect with Jermaine on LinkedIn [https://www.linkedin.com/in/jermaine-peguese/] * Follow EJST Marketing on LinkedIn [https://www.linkedin.com/company/ejst-marketing/] Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.

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 [https://www.linkedin.com/in/andycrestodina/] * Visit the PetSmart Charities website [https://www.orbitmedia.com/] * Follow PetSmart Charities on TikTok [https://www.tiktok.com/@petsmartcharities] * Follow PetSmart Charities on Instagram [https://www.instagram.com/petsmartcharities/] Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.

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 [https://www.linkedin.com/in/andycrestodina/] * Visit the Orbit Media website [https://www.orbitmedia.com/] * Subscribe to Orbit Media on YouTube [https://www.youtube.com/@Orbitmedia] * Check out Andy's book Content Chemistry on Amazon [https://www.amazon.com/Content-Chemistry-Illustrated-Handbook-Marketing/dp/0988336464] Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.

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 [https://www.linkedin.com/in/joelharrison/] * Visit the B2B Marketing website [https://www.b2bmarketing.net/] Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.