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A Tasty Tale of Social Media Smarts From A Boutique Burger Manufacturer

Authors: Jay Baer Rev Ciancio
Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By
Jay Baer

Anna Hrach

Convince & Convert
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Oracle, and dozens more, staff, operate, and measure their social media programs.  With 500+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Thank you to our sponsor ICUC Social.

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To inquire about becoming a guest, please email Leanna Pham at

Content Marketing Award 2022 Winner

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Rev Ciancio, Director of Marketing for Schweid & Sons, joins the Social Pros Podcast to discuss how his B2B2C niche company sets itself apart from the competition through social media utility smarketing.

Rev Ciancio - InstagramSearing the Competition

As a strictly B2B business, Schweid & Sons runs a multi-faceted distribution strategy for a highly specialized product: ground beef for burgers. That’s it. No toppings, no bread, no other cuts of beef; just ground beef with the very singular purpose of making a great hamburger.
Rev has taken this unique and narrowly-focused product and transformed it into an engaging, attractive, and motivating social campaign that benefits their customers and customer’s customers.
By offering utility posts that cater to the needs and interests of each channel, he has catapulted this small family-run business into a social behemoth that regularly generates over 1,500 likes on a single Instagram post. This long-term content marketing approach doesn’t necessarily make an immediate sale but does give them an ability to connect, give value, and build a relationship with their customers.
With channels built around burger and food conversations, Rev has launched platforms for B2B and B2C conversation that feed both their industry and their sales.

In This Episode

  • Why a highly specialized product means branding that looks back in history to reflect a point of differentiation
  • How B2B2C social smarketing leads to content that performs 5x better than previous posts
  • Why B2B sales and community cultivation means utility content
  • How providing value to customers leads to being a thought leader in your industry
  • Why beating the competition means ignoring them and focusing on yourself


Quotes From This Episode

“We weren’t telling the story of the brand and we weren’t adding value to the product.” —@RevCiancio

“We rebranded the company with the idea of let’s tell a better story, let’s tell the truth, and let’s give people a real look inside what it is, what we do, and how this all came to be.” —@RevCiancio

“We had to think about what makes a customer want to work with us.” —@RevCiancio
“We wanted to provide value that was universal to a specific audience and set ourselves as thought leaders in the space.” —@RevCiancio
“Let’s build social and digital channels that allow us to participate in the larger conversation.” —@RevCiancio
“My department acts like an agency on behalf of our customers.” —@RevCiancio
“We look at each channel as having its own value.” —@RevCiancio
“As far as our competition, we don’t necessarily sit around and think about what they do all the time. We just try to think about how to make ourselves better.” —@RevCiancio


See you next week!

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