Skip to main

How Cabela’s Uses Social to Turn Customers Into Friends

Posted Under: Social Pros Podcast
Hosted By
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Hannah Tooker

Jay Baer

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.


Adam Buchanan, Social Media Manager at Cabela’s, joins the first 2015 episode of the Social Pros Podcast to discuss the value of customer and employee involvement in social media content, symbiotic partnerships with like-minded businesses, and the importance of experiential learning in social media.

Ownership and Passion

Adam Buchanan is the Social Media Manager of Cabela’s, an outdoor sporting goods retailer with over 65 stores. The stores are the IKEA of outdoor retail; they are a destination in an of themselves. You can eat at the cafe and stay all day. You can attend a special event. You can bring your kids or you can talk with an expert about your hardcore area of interest. Cabela’s aspires to “sell fun”, which translates directly into its social media strategy.
Adam and his core team (three total) focus on the proactive in social media: strategy and and messaging on a holistic level (sharing content that resonates with all of their customers, across the U.S. and Canada). Then there’s the reactive team: five customer service representatives that handle customer experience questions through social media, website, phone, and email.
Secret OutfitterTo top it off, Cabela’s has about 20 “authenticity experts” who are asked to chime in on their areas of expertise (hunting, fishing, camping, etc.) to make sure their messaging truly matches the outdoor and hunting space. These are people who volunteer to participate because they are passionate about their own experiences, social media, and Cabela’s brand.
With so many passionate members of their community, Cabela’s finds their best content through their customers and employees. They feel like rockstars when they see their photos officially posted by Cabela’s, while Cabela’s gets great content that says, “Hey, these are real people. We’re real people. We sell fun.” It’s a win-win, and it really gives employees and customers ownership and passion.
Its In My NatureThe Secret Outfitter campaign, in which the CEO surprised customers by paying for their items at checkout, was well-documented through Cabela’s partnership with GoPro and really took off for the winter holiday. A post as simple as a quick photo of their store hours for Thanksgiving spread like wildfire because it not only informed customers, but reinforced Cabela’s values, which resonated with their audience. The ongoing It’s In Your Nature campaign gives customers a platform to share their experiences through hashtags and photo contests. Ownership and passion, over and over again.
At every level, Adam says their social media mission boils down to this: “It’s really to be a friend with these people and engage with them and inform them.” This idea has put them on the map for top 10 most socially engaged retailers in the holiday season. It’s fun, and it works all year ’round.

And finally, as promised, here’s my crazy Christmas Eve bonfire lighting video!

Join the Social Pros LinkedIn Community

Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.

Follow Social Pros on LinkedIn

Subscribe to Social Pros Podcast

b2b influencer