In this episode, Stacy sits down with Zoe Greenblatt, the social media manager at Glow, an award winning digital marketing and social media agency. The two discuss how to create a voice for your television show and or company on social media, and they analyze the importance of using this marketing tool in an original, yet personable and authentic way.
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- EP121: Using Social Media To Boost Authority And Influence With Josh Elledge | UpMyInfluence
- EP 41: Using Social Media At Brand Sponsored Events
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Welcome to Marketing Mistakes and How to Avoid Them. I’m Stacy Jones, the founder of influencer marketing and branded content agency, Hollywood Branded. This podcast provides brand marketers a learning platform for topics for us to share their insights and knowledge on topics which make a direct impact on your business today. While it is impossible to be well versed on every topic and strategy that can improve bottom line results, my goal is to help you avoid making costly mistakes of time, energy, or money, whether you are doing a DIY approach or hiring an expert to help. Let’s begin today’s discussion.Speaker 2: 00:31
Welcome to Marketing Mistakes and How to Avoid Them. Here’s your host, Stacy Jones.Stacy Jones: 00:36
Welcoem to Marketing Mistakes and How to Avoid Them. I’m Stacy Jones. I’m so happy to be here with you all today and I want to give a very warm welcome to today’s guest, Zoe Greenblatt. Zoe is the social media manager at GLOW, an award-winning digital marketing and social media agency in New York. Zoe graduated from Boston University with a degree in mass communication, media studies and she definitely is putting that degree to use with her current field of work. She worked on some of the agency’s largest clients like HBO, Showtime, VH1, and the social media behind hot properties including Showtime’s Kidding and HBO’s Divorce.Stacy Jones: 01:11
Today, we’re going to talk about social community management practices and how Zoe brings a show’s voice to life on social media. We’ll learn what’s worked from Zoe’s experience, what could be avoided and how some brands are missing the mark. Zoe, welcome.Zoe Greenblatt: 01:25
Hi, thanks so much for having me.
Stacy Jones: 01:27
Well, welcome. Glad to have you here today and super happy to talk all things social. To start, I’d love to get a little bit about your background and what led you to decide social media marketing was what you wanted to dive into and embrace as a career.
Zoe Greenblatt: 01:45
Absolutely. I have loved social since the first time I touched it. I definitely am an early adopter, so to speak, but for as long as I can remember, I’ve been creating content in some way or shape or another. I think when it really started to pick up was when I was a communications major in college and I was always posting stories at the time. I think it was Snapchat stories then that evolved to Instagram stories. It’s kind of my favorite thing to do. I was constantly capturing, probably to a fault in some cases. But what was so amazing about that was everyone was kind of commenting like, “Oh my gosh, we absolutely love you’re doing, you’re so funny. Ha ha ha [inaudible 00:02:27]”.
Zoe Greenblatt: 02:28
It was funny because then I saw GLOW, and I was like, okay, well GLOW is actually marrying what I love, two, communications and marketing, and I can make a career out of this. So it was one of those aha moments where you’re like, okay, my entire life someone told me to do something that I love and now I had the opportunity to do it. So I started at GLOW as an intern on the social team and I’ve been there ever since. I absolutely love it. It’s great to be surrounded by people who are as passionate about social as I am, for sure.
Stacy Jones: 02:56
That’s very cool. Did you ever think that you would get into actually managing other people’s social media accounts?
Zoe Greenblatt: 03:03
I didn’t, and you know what, there’s no better feeling than the first time you’re posting to a major brands account because it’s honestly exhilarating. It’s one of those things that’s like, “Wait, I’m actually the person posting to this HBO show’s account.” It has like a larger than my feeling. It’s really pretty incredible.
Stacy Jones: 03:21
That’s very cool. There’s a lot of posting that has to be done by all of these content platforms such, that HBO has and Show time.
Zoe Greenblatt: 03:30
There definitely is. There’s a lot of content in that requires a lot of content planning for sure. So you know, we have our hands full.
Stacy Jones: 03:39
So for our listeners, what is the first thing that you do? Because you’re working on different properties on different networks and they have different voices. So how do you determine what the best voice is and what tone you’re going to be writing in before you actually start posting?
Zoe Greenblatt: 03:58
Definitely. So before any of the posting happens, starting back when we get briefed, the first thing that typically happens with the show for example, is we’re given some briefing materials like scripts, maybe an episode or two and the topic. So when you get to something like a comedy for example, we dive in head first, we get all of the content we could possibly find on that topic. So for example, Pen15, the show on Hulu, when we got them in the door, we were like, okay, “This is nostalgia, this is amazing, this is year 2000 and it’s middle school. What is there to know about that time period?” There’s so much, first of all, so many amazing things. We take that and we dive in, in every regard. Is there a book to read? Is there another TV show we can watch? What about this talent? Can we really start to understand? What are the nuances of this audience that we’re trying to reach?
Zoe Greenblatt: 04:55
From there, what we do is we develop a strategy that’s beyond just voice. It’s really like our entire creative approach, and within that is voice and tone. So we take all of those elements and we say, okay, what about this is going to resonate with who our demo is, where we’re trying to reach them, and what the content we’re going to be putting out there is. Once we get there, we kind of say, where can we have more fun and how can we differentiate ourselves and really show our added value in this space. I think with Pen15 for example, something that was really interesting was we abandoned platform best practices and we’re able to truly nail that down in a way where, you know, we’re using emoticons instead of emojis. It’s the stuff like that that gets very granular. That’s how we try and identify a really authentic and human voice.
Stacy Jones: 05:45
Very cool. What is one of the campaigns that you’ve worked on, you don’t even have to be very specific, but general terms, that you think blew it out of the water?
Zoe Greenblatt: 05:56
Not very specific in general terms, hhmm …
Stacy Jones: 05:59
Or you can be specific, it’s up to you completely.
Zoe Greenblatt: 06:01
I would say, so yeah no, definitely. I worked on America’s Next Top Model Seasons 23 and 24 and I would say those, that absolutely blew it out of the water. We leaned into our audience, we did a fully interactive campaign, our campaign extended to out-of-home and to other integrated marketing. I mean that’s what the real win is, when your fans are involved, they’re loving what you’re doing, and you’re able to take social and what you’re doing to the next level.
Stacy Jones: 06:30
How often are you getting additional content that viewers haven’t even seen on screen that you’re able to release through social?
Zoe Greenblatt: 06:39
All the time, but at the same time not enough. We are always getting marketing shoot footage. We were able to put together requests and we’re delivered that stuff, that content in advance, we’re delivered exclusive clips and bloopers, which is always amazing and still great. But something that we always kind of struggle with here is social isn’t always given the priority at those marketing shoots. We are given a situation where, you know, okay we want to capture the most incredible content, which obviously takes time and needs to roll out across the many different platforms and be formatted accordingly and we kind of get the short end of the stick. It’s like if there’s time we’re going to squeeze in social, which is definitely not the ideal scenario. I think a lot of brands miss out on opportunity to get the best content in front of their fans on the place where they’re looking for it. Because your super fans are on social and that’s where they’re going to get feedback the most and the first content they can share with their friends.
Stacy Jones: 07:38
When you’re thinking brands, so a lot of our listeners come from the product world or the service world or tech world versus necessarily the content … we have both, as far as our listeners go … how do you think a strategy differs when you’re working to create the social platform for an entertainment property versus a consumer good or a service?
Zoe Greenblatt: 08:02
Definitely. So it is different, but it’s also the same. I think in the same space where you have your core values, you have your brand promise, I don’t think that changes no matter what you’re doing. I think what does end up changing is thinking about how you’re reaching that audience and in what way. So for example, we work with Spotify for brands for a period of time, which is the B2B side of Spotify. When we signed with them, what was super interesting was they just had a LinkedIn and a Twitter account because that’s where they’re envisioning themselves reaching B2B marketers. It’s funny because a lot of brands and a lot of people in that space we’re seeing are viewing B2B marketing that way. At the end of the day, what you always have to realize is, okay, B2B marketers or you and me, I mean we’re marketers and we’re on every platform. So what we ended up doing was launching these other platforms and leaning into the lifestyle aspect of what they’re doing as a brand and the overall, what it is that they’re trying to get their audience signed on. Your marketers are everywhere, so you want to be everywhere that they are and reach them in a new place because then you’re actually breaking a platform best practice, which is always good and you’re going to stand out in their feeds.
Stacy Jones: 09:22
That sounds like the same argument we make when we’re talking with brand managers who say, “Oh, I’m a B2B brand. I don’t need to do product placement in a movie or TV show,” and we say, “Well, the people watching the movie or TV show, they’ll come home from a long day at work working on that B2B brand.”
Zoe Greenblatt: 09:38
Yeah, they’re not [inaudible 00:09:39] you never know.
Stacy Jones: 09:42
Yeah, they’re putting their feet up, they’re watching TV, they’re going to the film with their kids, all of that. So everyone at the end of the day is still a consumer that’s being marketed to.
Zoe Greenblatt: 09:52
Exactly. I think in terms of tone and how you approach that, at the end of the day, it’s still the best, the best way to go about social is to be more human. I think it would be your fault to put something out there that was completely dry. At the end of the day we … there’s 95 million posts that are posted every single day on Instagram, which is crazy. It’s such a saturated market that to stand out, I mean you want to be that tech company that’s doing something different and that’s going to stand out in the feed. So as much as you can be different, you should. Honestly, a lot of times that starts with, if you’re really struggling on a voice, go to the youngest people in your company, maybe it’s the interns, and say, you know, “We want to try something new here. What do you guys recommend?” While it’s not a one person job, it’s a great place to start because they live and breathe the ethos of your company and they’re definitely in the weeds and the nuances of social.
Stacy Jones: 10:49
Definitely. The communication from someone who is in their early twenties is very different than the communication that’s going to be put out by someone in their forties or fifties.
Zoe Greenblatt: 10:58
Exactly and that’s another … I mean, trust is something that we deal with a lot as an agency because you’re getting a brand essentially to sign off on, and you’re the voice of them, which is, it’s hard to do often. But the biggest mistake I think people can make is having too many stakeholders in the mix. You really want to make sure that you’re trusting the people to do what it is that they’re experts in and to do it. The worst thing you could do is have someone who’s in the executive suite come down and say, “No, I think it should be this way,” just because, because a lot of times that just takes away from the entire point of what we’re doing.
Stacy Jones: 11:37
Plus you end up missing those magic moments like Oreos had with the Superbowl blackout where you’re looking at things a little bit maybe too seriously.
Zoe Greenblatt: 11:46
Yeah. It’s social, we have to have fun with it.
Stacy Jones: 11:49
Okay, so what happens and how do you avoid anything that’s risky? So how are you making sure that you’re protecting and not going out too far where you would have that executive C suite level start having their hackles raise and go, “Oh my gosh.” So how are you crossing that line?
Zoe Greenblatt: 12:08
Definitely. It’s funny, we actually really see ourselves as cultural consultants at the same time. We’re an extension of the brands team. What we do as an agent, I mean we have people that has an interest in God only knows, you name it, but we crosscheck that ourselves. We’re absolutely experts. I mean, we’re consuming what’s going on in the feeds so often and so regularly that you have an idea when a brand really missed the mark and when they didn’t. I would say we’re the best judgment of that just because we’re consuming it so frequently that there’s no better people to test it than us. Also we have like a fun little Slack channel where if anyone’s ever even kind of questioning anything, we all really dive in and rip it apart and we can make pretty good decisions on the fly. We’ve rarely had any issue.
Stacy Jones: 13:00
That’s good. Everyone’s using Slack nowadays. We’re using to also, do y’all like it?
Zoe Greenblatt: 13:05
I love it.
Stacy Jones: 13:06
And do you like it just because it is on the fly and it’s not a, you know, full email and it’s just like a thought but it’s not a text?
Zoe Greenblatt: 13:14
Yeah, pretty much. I also love Slack emojis. I mean it’s so fun. It makes work feel a little bit less worky.
Stacy Jones: 13:22
Okay. More social.
Zoe Greenblatt: 13:23
Stacy Jones: 13:24
Okay, that makes sense. Well, and I get why you would like that, being a social person. So besides … you know we started off saying as far as brand recommendations of how you should approach and pre strategize for what the layout of your, what your social is going to look like before you get to the voice and the tone that you’re going to develop. What else do brands need to keep in mind?
Zoe Greenblatt: 13:50
We don’t want to alienate your audience. I think something that we see sometimes is people trying to do something for everyone and speak to everyone as a brand. As I mentioned earlier, in a world in which 92% of brands are tweeting at least once a day, it’s very, very difficult to stand out if that’s your approach. I think it’s very crucial now more than ever when discoverability is so key to speak directly to those core audience and not try and tie in every other person that you could potentially be attempting to talk to. Because you’re not going to please everyone, it’s impossible, so focus in on that core audience.
Zoe Greenblatt: 14:36
In addition to that, I think something that marketers should really avoid and think about is you don’t want to treat social the same way you’re treating every other marketing platform that you’re doing. A lot of times we are like, “Okay, this is what we’re doing for out of home.” Okay, but that’s out of home. There are ways to tie out of home into what we’re doing, but the tone and the voice, I mean the most important thing you can do is just be as human as possible. That means being your, the biggest super fan out there. You’re talking to super fans and you have to be the most knowledgeable person on that account to ensure that you’re having that authentic relationship and building that trust with your audience.
Stacy Jones: 15:18
I think you ever had the Game of Thrones account to handle would have had a lot of nervous energy every time any post was going out because the fandom was so rabid.
Zoe Greenblatt: 15:31
Yes. When it gets to shows like that, it gets stressful. It’s really funny, how do we … I mean, it’s tough being a social manager because a lot of what you deal with are super fans basically looking for error. It creates kind of an environment that A, makes you better but B, there’s definitely some anxiety that goes along with posting. but there’s nothing more rewarding than seeing a comment from a super fan being like, “Whoever runs this account, I absolutely love you. Can we be best friends?” Which does happen, and that’s what really is the best feeling and that drives us to be that biggest super fan and ensure that there is no room for error.
Stacy Jones: 16:15
That’s awesome. So are you watching every show to make sure that you know and you’re living and you’re breathing and have the essence of what is going on screen?
Zoe Greenblatt: 16:26
I would like to say yes, I am. I think collectively as a team, we definitely are, but it is definitely, it’s challenging to be on top of every single show, especially with the amount of content that’s out there. But I’d like to think that the key ones are on our radar.
Stacy Jones: 16:42
Yeah. Otherwise you’re pretty much just dialed into content 24/7.
Zoe Greenblatt: 16:47
Stacy Jones: 16:48
Okay. What else can brands do? Is there anything else for brand managers that you can think of top of mind when they’re doing best practices for social? Is there, you know, we could go back and dial it back to which of the platforms, which are best, which are, how many posts should you be doing a day? Like really super fundamentals as well.
Zoe Greenblatt: 17:09
First and foremost, I think we need to abandon the notion of best practices because I think marketers get just too caught up in it and we don’t all want to be doing the same thing because my boss always says this and it’s definitely a quote from someone else, but you’re only as good as your competition. If you’re going to copy them, you’re only as good as them. So you want to be doing something different to really stand out. But so … and what I mean by that is essentially you shouldn’t all be posting at the same time. We shouldn’t just keep images on Instagram to be the highest res possible because you know what, there is a time and a place if it’s right for your brand and your show to show a pixelated image and it might work really well and be one of your top performing pieces of content. But I would say in terms of platforms and where you should be, I think this is something we, very interesting, especially right now, because a lot of these platforms have definitely changed a lot and dramatically in the last year.
Zoe Greenblatt: 18:06
There is a new one that is actually very appealing, TikTok, which I’m sure you’ve heard of. Yes, so a lot of clients now are coming to us and they’re saying, you know, “Should we be on TikTok? How do we get on TikTok?” Stuff like that. I think what’s super important is to think back when you’re in that strategizing phase, you know, okay, well where do we want to be? Because where’s our demo, who is our demo, and how can we communicate to them with the content that we have? Because TikTok is Gen Z and right now, 42% I think of the audience is 18 to 24. So if that’s your audience, you should be there, it’s young.
Zoe Greenblatt: 18:45
But when you take a look at the big picture and you’re like, okay, well we don’t have an opportunity to really, or the budget necessarily to create content for TikTok, don’t waste resources on forcing something for TikTok because if you do it wrong at a time like right now where it’s so up and coming and thriving, I think you have … you risk, honestly, a negative sentiment with your brand and that’s not worth it. But it is always great if you can and if you do have the resources to get on there and start testing things. Brands like Complex are doing a really great job on TikTok right now. A lot of talent is on there and it’s great and I think for the right show, it’s always thinking … or the right brand, do we belong there and do we have the resources to do it right? So yeah, I think that’s … you have to make sure you’re able to do it right because to just do it is not a good enough reason.
Stacy Jones: 19:40
I was just reading a really good article in Business Insider Prime this morning that did a whole deep dive into TikTok .. or it was Advertising Age. Okay, I can’t remember, but look at those two if you want to look, and it talks about the fact that there’s about 30 million users monthly on TikTok right now. It’s in perspective, that is just like a blip of Snapchat. I mean literally just a tiny little little little blip of activity that’s going on out there and it is difficult for brands to figure out how to enter the space though and have a strong voice. One of the options is social influencers because just like Vine, just like Instagram, you’re having a whole new rise of influencers who are taking on the platform and offering some pretty cool and innovative ways to get brands involved.
Zoe Greenblatt: 20:33
Absolutely. I was also just reading about Guess Jeans is one brand did a really, really great job tapping into TikTok. They did one of their advertising buys for a hashtag challenge, which is super, it’s … the user behavior on TikTok, for anyone who doesn’t know, is it’s very challenge-based. There’s trending hashtags, people create dances or do some sort of video surrounding this type of, this hashtag. So Guess did a, I think it was #inmydenim challenge, surrounding that hashtag. They essentially owned the home page of TikTok for a day. In that entire week, I mean, I think it resulted in 104 million views in their content. It was just videos of people and influencers wearing their jeans and creating great content out of it. That really moves the mark. That’s not like a casual member, but they did it right. They leveraged the right people and they did it in a way that was, made sense for the platform. They tapped into the challenge behavior and it worked really well.
Stacy Jones: 21:34
And the partnerships and the ads that … I think you read the same article as I did … start around $150,000 is what they’re publishing right now. So it’s a definite premium for the number of eyeballs that you’re getting, but you’re getting a super targeted niche audience that is very, very tuned in.
Zoe Greenblatt: 21:52
Exactly, which is … so if it makes sense for your brand because that’s your audience, you should a hundred percent go for it because there’s no better place to be right now. But again, I wouldn’t waste resources there if you aren’t confident that it’s necessary.
Stacy Jones: 22:06
Because everyone doesn’t need to pull out their video cameras and start creating short form content endlessly, endlessly, endlessly.
Zoe Greenblatt: 22:11
No, I mean I obviously have, I’ve been doing that, but not everybody.
Stacy Jones: 22:18
Okay. What other platforms do you think are great that people are going to or the people who are going away from?
Zoe Greenblatt: 22:25
Super interesting. So Instagram is obviously amazing. It’s great. I love it. I spend way too much time on it probably. Personally I have a limit, so I often turn that limit off from my phone once I reached that time. But I think it’s great and it’s a great place for brands to get discovered. I think it’s a great place to leverage talent and to really give a different sort of perspective that’s … it’s really, really strong for brands. But what’s interesting, and I know everyone’s kind of saying, you know, “We’re shying away from Snapchat these days.” I actually love Snapchat still for a very specific reason, which is that when I met with them, they said something that really stood out to me, that they don’t create an algorithm that gets you addicted because for them that’s not something that they want to do. They don’t want to be a brand that was known to really like a dick to the consumer and make it so that you couldn’t get away from the app. They actually have a larger brand promise. To me, I mean that’s remarkable and I love that and that really hit home. I don’t know if that will scale enough, but it definitely kept me involved and I still think that their news and stories is great compelling content, especially for editorial outlets.
Zoe Greenblatt: 23:39
Then you look at something like Facebook Groups, which you know, that is now … Funny story about that. That was one of those platforms where like all of a sudden Facebook obviously announced that they’re changing their algorithm and they wanted brands to switch over to the Groups to really reach the right audience. So in that moment we start, we were working on a true crime series for a premium cable network and we launched a Facebook group, which was great because if you think about it, true crime fans, which was the audience of the show, they go and they seek out the information they want to be in a group, having that controlled conversation. So we started this group and we were speaking to them in the way that [inaudible 00:24:26] very fact-based, matter of fact. It wasn’t really working, and that’s when you hit a point and you’re like, “Well, should we even be there? Why are we doing this?” We had this moment where we started to realize, “Wait, this audience isn’t a true crime audience. That’s not who we’re reaching here,” for the first time. Who we’re reaching are the locals who are in the town that this series takes place in. That was a really interesting moment. So when we were able to identify that, we were like, okay, we need to rethink everything that we’re doing because speaking to these locals in a way where we’re just presenting them all these facts that they know because they were there isn’t going to spark conversation.
Zoe Greenblatt: 25:04
So this is an interesting, just in terms of how you change your voice on platforms. What we ended up doing was speaking to them more as like the friend next door and pivoting our entire content strategy to not be click-based because they weren’t interested in that. They were interested in the BTS images and the other information that we could get from the creators because they were extras on the show.
Stacy Jones: 25:25
They wanted gossip.
Zoe Greenblatt: 25:27
Exactly. The second we pivoted this conversation, it was like, although … it was one of the most successful Facebook group we’ve moved done, or one of them. So it’s really interesting. I mean all of these platforms has something very unique to offer and it’s just about figuring out who it is you’re trying to speak to you and where it’s worth putting your resources because you can’t do the same thing across all of them and it takes a lot of trial and error. But, yeah.
Stacy Jones: 25:56
Those are all very good points, and it’s a cool case study also.
Zoe Greenblatt: 25:59
Stacy Jones: 26:01
Whoever knew that you would get into social media for gossip?
Zoe Greenblatt: 26:04
Stacy Jones: 26:05
Whole new career path ahead of you.
Zoe Greenblatt: 26:07
Yeah. I’m not complaining.
Stacy Jones: 26:10
What else should people keep in mind? Is there anything else that comes to mind?
Zoe Greenblatt: 26:16
I think … yeah, I guess in today’s age, a huge aspect of everything that we’re doing is culture. Brands are constantly striving to be a part of culture and tap into culture. I think it’s crucial to do this with caution because you don’t want to do something that feels extremely markety and alienate an entire audience. For example, I’ve heard horror stories about brands trying to tap into Pride Day. While there are cases and instances where that works really well … we actually did a really great collaboration with Hulu for Difficult People … there are a lot of instances where that doesn’t really work because are you, I mean, are you as a brand promoting this initiative 365 days a year? If you’re not, you’re going to stand out as just doing this for marketing and it’s going to fall flat and that’s again, wasted resources and you’re alienating an audience nobody wants that. So I think the best that you can do as a brand to hire an outside team, like an agency or up your staff to ensure that it’s very diverse, you avoid those types of situations. But too often people are very eager, and I think brands specifically, to just jump in and get in on the conversation and it doesn’t always feel just right.
Stacy Jones: 27:35
Well, I think, and that’s a point too, that no matter what your social platform is, you are always going to have a group of people who are naysayers. So no matter what, you have to know and be strong in the fact that whatever message you put out, someone is going to see the opposite. Always. They’re always going to poke holes in it. If you have a sustainability effort and you have the best denim out there and it is not requiring any water to be used to dye those pants anymore, well, you’re still using zippers. So all of those things end up poking their heads up and all of a sudden your environmental message is no longer environmental and you just have to stay true.
Zoe Greenblatt: 28:15
Yeah, yeah, absolutely. I think that’s super important to keep in mind.
Stacy Jones: 28:22
Any other thought topics that you’d want to share with our listeners?
Zoe Greenblatt: 28:26
The most important thing for brands is to be human. I said it earlier and I’ll say it again, investing in a team that is diverse and that can speak effectively to your audience is so crucial and more so now than ever. Back to the point on culture, to the point on connecting with those super fans, you don’t want to just do social to do social because it will fall flat. The way we actually kind of look at it … and it’s funny, this ties back to my senior year paper in college was about this too … but you know, you want to think of staffing for shows and for a brand as kind of like a casting job because what the person behind the scene is essentially doing is acting in one way or another. Yes, they need to have some element of knowledge in the space specifically, but even more so, they have to be able to speak authentically to that audience.
Zoe Greenblatt: 29:24
Even the best actor in this regard, that means the best social media manager, cannot speak to every single person. It’s just impossible. So I think really taking a look at those interests … I mean, we’ve a bunch of improv comedian enthusiasts here. I’m not one of them, but they’re perfect for like a sketch comedy series. I think leaning into people’s interest and ensuring that you have a diverse group and that you’re hiring the right people, you end up saving yourself so much money in the long run in so many other ways, it really does pay off.
Stacy Jones: 29:58
Yeah and you want to have a quirky social media feed and you hire someone who’s quirky but you’re very staid as a brand, it’s not necessarily going to resonate very well to your follower base if your brand truly needs to be as staid as you’ve made it.
Zoe Greenblatt: 30:13
Exactly. You know, I’m going to bring up two examples of brands who I think are doing a really good job at creating a voice in an authentic way. One’s a bit unconventional, but PornHub which is, I mean they have a massive social following and they surprisingly doing social so well. What’s so interesting is because it’s obviously a topic and it’s not something that people necessarily want to be associated with, but they have … what they did was they took this one employee, Aria, and they made her the voice behind the entire platform. And she owns it in this way, she has this larger than life personality and it actually ties really, really well. I think where brands sometimes are like, “Well, we don’t really know who we are,” sometimes it’s a good idea to tap into one person and be like, “Okay, we actually see what you’re doing on your personal social and that is who we are so let’s leverage that and use that voice here.”
Zoe Greenblatt: 31:06
In a similar vein Refinery29 posts their creators and who is posting to their account on their stories. They have a whole bio on all of them. That just creates a whole nother level of authenticity and you can go there and you can put a face to the brand, which is really, really cool and creates a whole new experience. Of course, they’re an editorial outlet but it is definitely, there’s a case to be made for actually leaning into the people internally to elevate your brand even more.
Stacy Jones: 31:34
For you, for anyone who’s listening who might want to have a social media marketing job one day, what do you think are the attributes that you have to have? Do you have to be a good writer? Do you have to be able to create video? Do you have to be able to make cool graphics? Like what is it that you have that creates that whole package?
Zoe Greenblatt: 31:56
A very strong writer is absolutely crucial, your writing skills are key. On top of that, I think being able to think very quickly and have a great sense of judgment is also super important because you’re interacting with talent a lot of the time. A lot of what we do is talent captures so to be able to speak to talent on a level that’s really strong and professional is key. A passion for it, to know the ins and outs is, in a POV, is really, really huge too. I don’t think it’s absolutely necessary to be able to, you know, do Photoshop like it’s the back of your hand. I don’t think any of that is, is crucial but to have an eye for content and to know when to capture, what to capture and have a POV on that is really strong.
Stacy Jones: 32:42
And you don’t know Photoshop, I’d still love Canva. I always talk about it. I ador Canva. Have you ever used it?
Zoe Greenblatt: 32:48
No, I haven’t.
Stacy Jones: 32:49
Okay, you have to. They don’t advertise on Marketing Mistakes and How to Avoid Them or anything else. I just truly love the platform and you should check it out because you can create really cool graphics with zero artistic talent or knowledge of Photoshop.
Zoe Greenblatt: 33:06
That’s amazing. Can you say it one more time? What’s the name?
Stacy Jones: 33:07
Zoe Greenblatt: 33:07
Stacy Jones: 33:11
It’s really, really cool. It’s revolutionary for businesses and agencies, so it’s worth the plug all of that. I just am telling everyone it’s really cool, if you haven’t used it, check it out. So any other parting words before we say goodbye?
Zoe Greenblatt: 33:31
Yeah, I mean, I think just for all brands out there who are getting into social, make sure you’re hiring accordingly, you’re being as human as possible with your audience, and that you’re putting the right content in the right place. Yeah, that’s all. Follow us on social, Glow Digital Agency, and get in touch.
Stacy Jones: 33:51
Yeah. If you need a social media campaign, I bet Zoe would be willing to set you up with a call.
Zoe Greenblatt: 33:58
Stacy Jones: 34:00
Perfect. All of the contact information will be in the show notes on our podcast page as well to reach out to Zoe if you want to get in contact with her. Zoe, thank you. Really, really appreciate your time and your insights and sharing all things social. To our listeners, thank you so much for tuning in today to Marketing Mistakes and How to Avoid Them. I look forward to chatting with you on our next podcast.
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