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Can Social Media Succeed Without a Big Dose of Humanity?

Authors: GiniRoberts Mark Schaefer
Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
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, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ 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.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

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.


Mark Schaefer, Executive Director of Schaefer Marketing Solutions LLC and author of Marketing Rebellion, joins the Social Pros Podcast to discuss humanity in business and helping people belong.

"The most human company is going to win." -Mark Schaefer, Schaefer Marketing Solutions LLC

Finding Humanity in Business

There was a time when humanity in business wasn’t the primary concern for consumers; people just wanted a good product. Marketers had a really straightforward job: get people to trust the product.
Things are a little more complicated these days, where the vast majority of customers see a quality product as a given. What they’re looking for is the humanity in business that they can connect with. People strive to belong, finding communities in every corner of life, including what businesses they relate to and support.
As Mark Schaefer puts it, your customers create islands based on their cultural values. By exemplifying your company’s internal culture on the outside and focusing on the humanity in business, you can connect with consumers who relate to your brand and develop your own community.

In This Episode

  • 05:29 – Why the power of marketing has largely been put into the hands of consumers.
  • 10:50 – Why social media is enforcing tribal behavior.
  • 14:00 – Why culture equals marketing.
  • 22:19 – How focusing on humanity in businesses can help people find a sense of belonging.
  • 27:00 – How technology can both help and hinder businesses in being more human.

Quotes From This Episode

“Your brand and branding was something that you told people. Today, a brand is what people tell each other.” — @markwschaefer
“On social media, if you don’t have the human presence or the culture to back it up in the first place, you’re in for a nightmare.” — @markwschaefer
Today, marketing is more about coming alongside people. Click To Tweet


See you next week!

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