Social Pros Podcast

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.

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.

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.

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 [https://www.linkedin.com/in/perello/] * Visit the Props website [https://www.props.co/]   Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.

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 [https://www.linkedin.com/in/ruthcarter/] * Visit the Geek Law Firm website [https://www.geeklawfirm.com/] * Follow Ruth on Instagram [https://www.instagram.com/undeniableruth/?hl=en]   Visit SocialPros.com [http://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/] for more insights from your favorite social media marketers.