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How Esquire Online Does Social Media

Authors: Jay Baer Ben Boskovich
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.


Ben Boskovich, Managing Editor for, joins the Social Pros Podcast to discuss how he maintains 80-year old brand consistency across the constantly evolving social media landscape.

Consistently Reinterpreted

Having a known brand that has been around (and popular) for 80 years can present a marketer with some tricky situations in terms of brand representation. Add in evolving technology and social platforms and you have a recipe for a long-time-subscriber-alienating disaster.
Ben has taken this challenge on and found ways to maintain the brand across mediums (both online and in print) while adjusting to the vastly different audiences that exist side-by-side on social media. For him and, it’s about keeping the brand consistent but reinterpreting it for each audience, depending on their age, perspective, and chosen medium.
This sometimes means forgetting about click-throughs on Instagram and focusing solely on imagery. Or even connecting Snapchat Discoveries to 1,000+ word long-form content.
By letting the audience lead the manifestation of the brand on each individual channel, he maintains control over the core brand values. The end result is a flexible yet consistent presence that adapts to the needs and desires of variable audiences.

In This Episode

  • How the right format can lead to long-form content on short-form social
  • Why finding the right content for each platform means rethinking the necessity of click-through links
  • How finding your voice in the crowded social marketplace means understanding what your brand personifies and how it looks to others first
  • Why working your way to the top in social means reaching outside your focus area for additional learnings


Quotes From This Episode

Brand is the most important thing.” —@benbosk

“We’re always trying to find new ways to inject the Esquire brand into a new audience or a new group of people that are having a conversation about something that maybe traditionally Esquire hasn’t spoken about but can have a perspective on in 2017.” —@benbosk

“We had to show that we’re going to bring something different to the table, and the way that we did that was through a two prong approach to editorial.” —@benbosk
In the age of social media, everybody wants everything in one bite. Click To Tweet
“We’re paying homage to our roots as Esquire but showcasing the brand in a whole new way that it’s never been shown before via Snapchat.” —@benbosk
They're all readers. They're just in different places talking about different things. Click To Tweet
“In the Facebook environment, sometimes it’s not about getting people elsewhere.” —@benbosk


See you next week!

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