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.

For the past few years, we’ve seen all kinds of brands scrambling to learn more about their Gen-Z audiences. Cue a wave of brands rushing onto TikTok to learn their secrets…

But what about the Gen-Z marketers on the other side of the content? As social media natives, Gen-Z are a goldmine of social media wisdom and insights that could transform your social strategy. In this episode, we hear from Gen-Z Content Strategist, Mitchell Sauve, on how to connect with Gen-Z audiences and what this generation of marketers can do to get ahead on social.  

Full Episode Details 

Joining Social Pros this week is Content Strategist Mitchell, a colleague of our host, Hannah! He discusses a little about LT’s content team and how it prioritizes the voices of Gen-Z marketers to create fun, engaging, and scroll-stopping content. We also hear why Mitchell believes Gen-Z is the perfect generation for marketing – bringing adaptability, a love of learning, and a willingness to think outside the box.

From leveraging employee-generated content (EGC) to embracing the quirks of social media trends, Mitchell shares insights on how brands can harness the creativity and authenticity of Gen-Z to connect with their audience in meaningful ways. He shares his take on what Gen-Z marketers can do to promote their own skills and grab a seat at the table, plus why handing the reins to your Gen-Z intern could be the smartest move your brand makes!

In This Episode:

• 2:08 - Mitchell gives us an overview of his job as a content strategist
• 3:10 - How social pros can approach working with non-sexy brands (and stay motivated)
• 5:40 - How Mitchell stays motivated when working on all types of content
• 7:54 - Mitchell’s take on how social media platforms and behaviors are changing
• 10:04 - How to get marketing clients with looking beyond vanity metrics
• 13:58 - Why employee-generated content is a huge trend today
• 19:57 - Why a desire to learn and try new things are a Gen-Z marketer’s secret weapon
• 24:05 - Are Gen-Z afraid of LinkedIn?
• 29:58 - Mitchell’s top tip for aspiring social pros 

Resources 

• Connect with Mitchell on LinkedIn
• Follow Mitchell on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn’s Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI.

Full Episode Details 

Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to “swing for the fences” by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social.

Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table.

In This Episode:

• 2:55 - The origin story of Content Marketing Institute and Content Marketing World
• 5:27 - Why marketing teams are stuck in “busy work” and how to break free
• 6:00 - The power of “swing-for-the-fences” content projects that move the needle
• 6:29 - The rise of zero-click content and how it’s reshaping social strategy
• 7:19 - Why AI adoption pressures could lead to missed opportunities
• 9:05 - “Valuable friction” and why it’s key to smarter, more effective teams
• 11:46 – Robert’s book ‘Content Marketing Strategy: Harness the Power of Your Brand’s Voice’
• 13:42 - What content marketers and marketers in general should have on their radar for 2025
• 14:05 - Why brands should rethink “other people’s platforms”
• 15:38 - Robert’s advice for Social Pros
• 17:10 - What living person Robert would have a video chat with
• 17:56 - Amber’s journey from marketer to enterprise sales leader at LinkedIn
• 19:00 - Why thought leadership is essential in today’s digital world
• 23:06 - Balancing personal brand with corporate storytelling
• 25:04 - Creating frameworks to shape and strengthen your thought leadership voice
• 26:51 - Amber’s advice for Social Pros
• 27:21 - What living person Amber would have a video chat with

Resources 

• Connect with Robert on LinkedIn
• Connect with Amber on LinkedIn
• Content Marketing World
• Content Marketing Institute

Visit SocialPros.com for more insights from your favorite social media marketers.

TikTok’s the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the ‘80s! When Lenox’s Spice Village collection started trending on the platform, it sparked a social media success story that no-one saw coming. Caitlin Gillard, Social Media Marketing Manager at Lenox, joins us to share how her small but mighty team turned TikTok virality and real-time feedback into a full-on product relaunch, proving that sometimes, the fans know best.

Full Episode Details 

Lenox’s iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, it’s making a serious comeback! Who would’ve thought that decades later, a beloved kitchen staple would find a new generation of fans through social media? Caitlin tells us how the Spice Village collection went from nostalgia to viral sensation, sparking a relaunch.

Though the Lenox social media team may be small, they certainly didn’t just sit back and watch the buzz unfold—they dove headfirst into the conversation. By listening to what TikTok fans were saying and engaging directly with their feedback, they brought Spice Village back at the original price from 1989! Caitlin explains how this customer-first approach didn’t just revive a beloved product, but also led to new ideas and innovations for the brand’s future.

Caitlin also shares how her team manages the balancing act of keeping Lenox active across platforms like Instagram and TikTok. She emphasizes the importance of knowing “who you want to be following you” and how focusing on the right audience helps create genuine, lasting connections. Whether you’re trying to boost engagement or revive a legacy product, Caitlin’s insights offer valuable lessons for any social pro.

In This Episode:

• 2:04 - Caitlin’s role at Lenox and how her small social media team is making a big impact
• 5:20 - The story behind the Spice Village revival and the importance of social listening
• 10:32 - How an unexpected TikTok virality took Lenox by surprise and influenced their strategy for engaging younger generations
• 12:47 - Caitlin reflects on the internal reactions to the TikTok buzz and the valuable lessons learned along the way
• 16:35 - The coolest moments of the Spice Village revival and a glimpse into future plans at Lenox
• 17:26 - The importance of real-time feedback and why comments are driving product innovation at Lenox
• 22:26 - Social media platforms Lenox uses and the strategies for each
• 24:38 - Caitlin on the importance of knowing "who do we want to be following us" on TikTok
• 26:56 - How Lenox uses metrics and feedback to tell the full story of their social efforts
• 35:55 - Caitlin’s top tip for an aspiring social pro

Resources 

• Connect with Caitlin on LinkedIn
• Follow Lenox on Instagram
• Follow Lenox on TikTok
• Lenox Website
• TikTok Magic: How Four Brands Cashed In on Going Viral

Visit SocialPros.com for more insights from your favorite social media marketers.

Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, talk about finding the sweet spot in your social strategy. 

Full Episode Details 

Annie Belgrade joins us in the run-up to Ferrara Candy Company’s busiest time of year aka the “Super Bowl” of candy season, Halloween. With months of advance planning to real-time engagement, she reveals how Ferrara keeps its finger on the pulse of candy conversations across social media.

She talks about the challenges of managing multiple brand personalities under Ferrara Candy Company and how her team assigns unique voices to each depending on the audience that favors each brand. Conversations over social media with each brand are the results of tireless manual work, seeking out trending topics and candy talk on each platform. The result? Authentic and relatable content that feels like you’re chatting to a friend with a sweet tooth. 

We hear how Ferrara Candy Company manages both organic and paid social, and why “LoFi” content is their preferred style over presenting a “polished façade.” As a bonus, Annie also shares a secret recipe that might just convert the candy corn haters. 

In This Episode:

• 3:41 - An introduction to Annie’s role at Ferrara Candy Company
• 4:39 - How Annie’s team manage content during the busy holiday season through social listening and organic engagement
• 7:22 - The importance of manual work over automation
• 10:35 - A candy corn combo that might even convert the haters
• 11:42 - How Annie’s team manages accounts for at least 10 different brands
• 14:22 - How they determine which brands and platforms get more attention
• 16:27 - Why paid and organic social should complement each other
• 18:28 - Why “LoFi” content is gaining popularity
• 19:22 - What bugs vs. excites Annie about working with social media
• 21:53 - Annie shares her experience of winning a film fest award on TikTok
• 25:01 - How Ferrara Candy Company works with influencers and got a surprise endorsement from Kylie Jenner
• 28:58 - The most important social channels for Annie’s team
• 30:12 - Annie’s predictions for the future of content and influencer marketing
• 32:42 - Annie’s top tip for those aiming to become a social pro

Resources 

• Connect with Annie on LinkedIn
• Ferrara Candy Company

Visit SocialPros.com for more insights from your favorite social media marketers.

How can brands build stronger partnerships with creators? We revisit this ever-important topic with Lucy Quick who joined us last year to talk about the secrets to successfully collaborating with influencers. This episode is a must-listen if you missed it the first time around and want some solid examples and tips on how to build brilliant partnerships with creators.

Lucy is the Creator Partnerships Manager of Global E-Commerce Operations at TikTok, and she shares her unique perspective on how brands can tap into the goldmine of influencer marketing and build real partnerships with creators. 

Full Episode Details 

It’s one thing collaborating with influencers, but building meaningful, long-term partnerships is no easy feat. So what’s the secret to turning simple collaborations into strong partnerships?

Lucy works with both brands and creators at TikTok so we couldn’t pass up on the opportunity to pick her brains. She provides insights on the current state of influencer marketing, reveals what questions brands should be asking, and explains why storytelling with data is the best way to prove your ROI.

Plus, Lucy shares why working with macro influencers could be a huge win for your next marketing push and the secrets behind the most successful campaigns she’s worked on. 

In This Episode:

• 1:19 - The current state of influencer marketing  
• 5:45 - Questions that brands aren’t asking enough when working with influencers  
• 8:47 - The top trends Lucy is seeing in the industry right now 
• 12:43 - When influencers pivot to becoming competitors with brands  
• 15:46 - How brands can strike a good balance between micro and macro influencers  
• 17:36 - How brands should approach influencers in the early days of their career  
• 19:56 - The best ways to talk about ROI and metrics  
• 22:24 - How to navigate regulations around influencer marketing  
• 24:41 - Lucy tells us about a funny campaign experience  
• 27:05 - The different skill sets required for livestreaming 
• 34:02 - Lucy’s tip for becoming a social pro 

Resources 

• Connect with Lucy on LinkedIn
• Follow Lucy on Instagram
• Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

Generational perspectives collide in this episode as three social pros from different age groups share their insights on the evolution of social media. Leanna Pham, CEO of Pham & Fams and a Gen Z digital marketer, joins millennial Hannah Tooker and Gen X Sunny Hunt to explore how each generation has experienced and adapted to the ever-changing world of social.

Full Episode Details 

From MySpace coding to the rise of social media as a career path, this conversation looks into the transformative journey of social media and its impact on different generations. Leanna, Hannah, and Sunny discuss how each generation has had unique experiences, from the early days of social platforms to their current role as essential marketing tools. 

Leanna shares her insights on how Gen Z has witnessed the transformation of social media from a casual way to connect with friends into a vital career avenue. She also reflects on how earlier generations used social platforms primarily for personal interaction, while her generation has adapted to leverage these tools for professional growth.

One of the main points she raises is the common mistake brands make when trying to connect with Gen Z and why it’s so important for generations to learn from each other rather than compete with each other.

In This Episode:

• 2:01 - Generational perspectives on social media
• 2:43 - Gen Z's unique social media journey
• 5:05 - Millennial and Gen X social media evolution
• 9:20 - Generational misconceptions and stereotypes
• 17:15 - Tips for collaborating and communicating across generations
• 24:32 - Work-life balance and burnout in social media
• 27:35 - How Gen Z struggles to unplug from social media
• 31:09 - Advice for aspiring social pros of different generations

Resources 

• Connect with Leanna on LinkedIn
• Grab your free Social Media Audit Bundle

Visit SocialPros.com for more insights from your favorite social media marketers.

Curating content for higher ed social channels can be a balancing act. How do you pair fun, engaging, and relatable content with important messages students need to pay attention to? Emily Stulz, the Director of Social Media at the University of Arizona, says it’s all about “hiding the veggies” in your content. 

Full Episode Details 

We uncover the secrets behind what makes the University of Arizona’s social content so impactful. Emily reveals her approach to assessing content effectiveness and why sometimes you need the courage to walk away when something isn’t working. She calls this “Marie Kondo-ing” your social accounts. If your strategy is falling short of “sparking joy,” it’s time to say goodbye.

Emily’s advice for social pros is to be proactive in all things – whether it’s keeping yourself up to date on trends, using data to measure success, or deciding how and when to pivot your strategy. 

She offers predictions on the future of social media in higher education, discussing the impact of TikTok and the staying power of Instagram, plus her thoughts on battling against the evolving algorithm and changing audience preferences. 

In This Episode:

• 1:45 - Emily explains her role and approach to social media 
• 2:44 - How her team keeps things consistent for flagship accounts 
• 4:58 - Emily’s approach to platform-specific content  
• 6:18 - How her team “hides the veggies” when covering important topics   
• 8:49 - The trick to making sure your strategy doesn’t get overlooked  
• 11:15 - How the university keeps up with social media and algorithm changes  
• 14:46 - Emily’s predictions for TikTok and what people use it for  
• 18:11 - Emily reveals her favorite campaign 
• 21:35 - How her team encourages faculty and students to get involved with campaigns  
• 23:51 - Why you need to 'Marie Kondo' your social accounts  
• 28:11 - Emily’s tip for aspiring social pros 

Resources 

• Connect with Emily on LinkedIn
• University of Arizona
• Follow the University of Arizona on Instagram
• Follow the University of Arizona on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and get people interested? Sammy Lent, Creative Strategist and Growth & Acquisition Specialist, joins Social Pros to take us through her strategies for winning the battle against low attention spans and ad-resistant consumers.

Full Episode Details 

Sammy Lent has worked with several different brands on paid social strategies that involve creative solutions to grab attention even when many are tired of endless advertising. Her top takeaway from this episode is to lean into empathy. Understanding consumers is step number one in any marketing push, but as social pros, who are no strangers to scrolling through our feeds, we can tap into the minds of consumers because we are them! 

In this episode, Sammy breaks down the top differences between paid and organic social, highlighting that they’re two sides of the same coin and can complement each other well. She takes us through some of the creative projects she’s worked on and how platform changes have shifted the way paid social works and compete for attention on your feed. We also hear her take on influencer marketing and why more consumers are resonating with smaller content creators and UGC.  

In This Episode:

• 2:07 - Sammy takes us through her career story as a creative strategist for different brands
• 5:07 - The top differences between organic and paid social
• 7:10 - How paid and organic social can complement each other
• 8:35 - Why marketers need to lean into empathy, especially in paid social
• 14:52 - How social media platforms have changed and how paid advertisers react 
• 19:25 - Why TikTok is the platform Sammy would use if she had to start her career from scratch 
• 22:28 - Predictions for the future of TikTok for advertisers
• 25:35 - How UGC and influencers fit into paid social today
• 31:02 - How to connect with Sammy
• 31:41 - Sammy shares her top tips for aspiring social pros

Resources 

• Connect with Sammy on LinkedIn
• Follow Sammy on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

A marketing strategy can be full of great, inventive ideas but unless it’s targeted at the right people, you could be flying blind. But how do you narrow down and identify your target market? Katie Robbert, CEO of Trust Insights, works with clients to identify their Ideal Customer Profiles (ICPs) and refine their marketing messages to speak directly to customers. She joins Social Pros to let us in on her strategy for using data insights, AI and targeting messaging.

Full Episode Details 

The best marketing is targeted and specific. It speaks directly to customers who are likely to buy and find value in the solution you provide. It’s marketing that’s elevated by a thorough understanding of a customer’s pain points, needs, and wants, and offers a much-needed solution. 

But without a clear idea of who those customers are, it’s easy for your marketing to become unfocused and less effective as a result. Enter the ICP, a strategy that helps you align all your marketing efforts to target exactly who you want.

Katie Robbert has plenty of experience digging into the details and data of her clients’ best customers to help marketers speak directly to them. In this episode, she explains the value of building an ICP and how using AI tools can help you uncover insights into customers more efficiently.

In This Episode:

• 2:06 - Katie explains her role as CEO and Co-Founder of Trust Insights 
• 5:19 - How ICPs differ from customer personas or archetypes  
• 9:17 - The type of data you need on customers to help you create the best content 
• 10:56 - How the Trust Insights team identifies customer needs 
• 14:34 - How to define or redefine your ICP
• 17:14 - How to use your ICP for creating targeted information 
• 19:21 - Why you need to decide on a measurement method whenever you implement a new strategy
• 20:53 - Katie explains how specific an ICP can be
• 23:19 - How AI tools can help with processing data and finding patterns
• 25:46 - The next steps after you’ve defined your ICP
• 28:11 - Where to find more information about Trust Insights 
• 28:34 - Katie’s top tip for aspiring social pros 

Resources 

• Join the Trust Insights Slack Community
• Connect with Katie on LinkedIn
• Follow Trust Insights on LinkedIn
• Follow Trust Insights on Instagram
• Follow Trust Insights on X
• Follow Trust Insights on TikTok
• Subscribe to Trust Insights’ YouTube Channel
• Visit Trust Insights’ Website

Visit SocialPros.com for more insights from your favorite social media marketers.