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About Social Pros Podcast:
Social Pros is one of the longest-running marketing podcasts in existence! (10 YEARS and counting) and has been recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.
Focused on the nexus of social media and other marketing disciplines, we bring you interviews and commentary from companies including Google, Reddit, Uber, Oracle, Zillow, Glossier and many more to understand how social media impacts brand marketing, content marketing, reputation management, public relations, paid media, and much more.
After more than a decade, Social Pros is still the one podcast that brings listeners inside the minds of marketing leaders making real impact. Join us for new interviews or browse our archive of 600+ episodes, as we dive behind-the-scenes and share actionable marketing strategies that you can immediately implement.
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To inquire about becoming a guest or show sponsor, please email us at info@convinceandconvert.com.
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 KThis is absolutely an awesome listen for anyone in communications or social media!!
@Will31CThis 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!
@Simonstone95Love the podcast - informative, in depth and spot on for any business size.
@MissTriathlon
How can brands create safer, more engaging digital spaces while maximizing the impact of their social media efforts? Matthew McGrory, CEO of Arwen AI, shares how AI-driven moderation helps brands protect their communities, reduce toxicity, and improve ad performance. In this episode, we explore how companies like Hinge and Formula One teams work with Arwen to safeguard conversations, enhance customer acquisition, and ensure a brand-safe environment. From tackling online abuse to optimizing real-time engagement, Matthew reveals why a cleaner, more positive digital space leads to stronger connections and better business outcomes.
Full Episode Details
Matthew joins this episode of Social Pros to reveal how Arwen is transforming online brand safety and engagement through AI-powered moderation. He dives into how brands work with Arwen to track sponsorship sentiment, tackle online toxicity, and create safer, more welcoming digital spaces.
With social media ads reaching new audiences—sometimes unpredictably—Matthew unpacks how AI-driven moderation helps brands reduce harmful interactions and enhance positive ones. He also shares insights on why a clean, positive online environment leads to better ad performance, stronger audience trust, and increased conversions.
Social pros know that engagement is everything, as long as a brand’s digital space feels safe and inviting. Matthew explains how Arwen helps companies automate moderation, ensure brand safety, and turn social media into a place where communities can thrive.
In This Episode:
- 2:20 – How Arwen works for those in the social sphere
- 3:04 – What inspired Matthew and his team to create Arwen
- 5:58 – How social listening has evolved, and how AI is changing it today
- 9:22 – How these tools help businesses to find more intent-driven comments and sales opportunities
- 13:36 – How to stay authentic and respond naturally with the use of AI without losing audience trust
- 18:24 – Some of the recent projects Matthew and Arwen have been working on
- 22:03 – Arwen’s work with the Hinge dating app
- 27:11 – Matthew’s recommendations for tools for identifying real-time social response opportunities
- 32:14 – Matthew’s advice for aspiring social pros
Resources
- Visit Arwen’s Website
- Follow Arwen on LinkedIn
- Connect with Matthew on LinkedIn
- Follow Arwen on Instagram
What’s your one tip for becoming a social pro?
Matthew’s advice for aspiring social pros is to always be authentic. He emphasizes that authenticity is crucial not only in job interviews but also in the online world, where inauthenticity often leads to mistrust and backlash. He shares that people respect honesty, especially when admitting limitations or collaborating to find solutions. In a digital landscape where inauthenticity is easy to spot—especially on platforms like TikTok—staying genuine is key to building trust and long-term success.
If you could do a video call with any living person, who would it be?
Matthew shares that he’s a huge musical theatre fan, and that he would love to meet with composer and lyricist Jason Robert Brown. One of the most well-known and influential musical theatre composers working today, Brown wrote the stage musicals The Last Five Years, 13, The Bridges of Madison County, and more. Matthew shares that he’s a huge musical theatre fan and loves listening to everything Brown works on, and that he would love the opportunity to chat with someone who has influenced his passion for music.
Visit SocialPros.com for more insights from your favorite social media marketers.
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