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How MTV Turns Uses Social Media to Turn Fans into Friends

Posted Under: Social Pros Podcast
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Hosted By
10XMarketing

Anna Hrach

Convince & Convert
10XMarketing

Daniel Lemin

Convince & Convert
10XMarketing

Erika Lovegreen

ICUC Social
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Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

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@MissTriathlon

Kristen Maldonado, Senior Manager of Social Media at MTV, joined the Social Pros podcast for a chat about building a strong community of loyal fans.

From One Pop Culture Fan to AnotherHow MTV Uses Social Media to Turn Fans into Friends

Kristen Maldonado, Senior Manager of Social Media at MTV, is on the Social Pros podcast to share how the team over at MTV managed to build such a fantastic community and fan base.
As a lover of pop culture herself, Kristen appears to have the perfect job. Kristen explains that rather than relying on boring, false Tweets and overly manufactured campaigns, the approach at MTV is more about posting from one fan to another. The social media team at MTV are all huge fans of the artists and movies they post about, which goes a long way in making the content feel more authentic and exciting.
This, Kristen explains, is key to building a strong community and boosting engagement with fans.
Kristen talks about why MTV prioritizes social listening, and she also shares a glimpse into how they put together Instagram campaigns and test out different content formats. She also explains how being a content creator on the side has helped her in her career and why it’s her top tip for other social pros.

In This Episode:

  • 3:44 – Kristen explains how the MTV social team are just as excited as the fans
  • 5:30 – How the MTV social team manages to produce so much content with a small team
  • 7:24 – How MTV’s social team members collaborate with different content calendars
  • 9:50 – The balance between pre-planned content and posting lightning-fast reactions to news stories
  • 10:42 – The role of social within the MTV brand as a whole
  • 13:14 – Kristen explains how they coordinate with artists and how it plays out to the fans
  • 16:55 – How the social team at MTV put together such a successful IGTV campaign with celebrities
  • 20:11 – How MTV’s social team tests different content formats
  • 23:18 – How the voice of MTV’s social channels came to be
  • 26:34 – What MTV looks for when hiring new team members
  • 28:33 – Why having a content creator background is so helpful for a social media career
  • 32:33 – Kristen gives her top pick for an underrated show everyone should watch
  • 35:26 – Kristen’s top tip for those looking to become a social pro

Quotes From This Episode:

We don't always have to do the same thing that we've done before. If something else works better, we're happy to try different things. Click To Tweet
“We definitely plan ahead and try to make sure we get everything in there that we want […] But also, sometimes it’s like, oh shoot, Rodrigo just dropped a music video. Okay, everyone, what do you want to do?” @kaymaldo
“We always want to feel like a real person [on social media] because there is a real person behind the scenes.” @kaymaldo

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Episode Transcript

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transcript was exported on Jan 06, 2022 – view latest version here.

Kristen

Maldonado:

We're

your friend. We are that other person that you’re fanning out with that might not be the case for other social platforms or for other, you know, businesses, but with MTV. You know, if, if it makes sense that like, we’re your friend, cuz we are talking about the things that we love, that you also love.

Jay

Baer:

I'll

tell you what Anna Hrach, it’s interesting. When we talk to different brands on this social pro podcast, most of the time, the brand has something that they want to tell their customers. There’s a new product, there’s a sale, there’s a new team member, etc. But with MTV and our guest this week, Kristen Maldonado, there’s senior manager of social media. As she says, there it’s a whole different deal. It’s like a peer to peer friend relationship where the people at the brand care about the same things as the fans. And they’re all just loving it up together. It’s such a different relationship between the brand and the, and compared to a lot of other companies,

Anna

Hrach:

It

is really fascinating. And it’s also really fun to hear Kristen Maldonado, senior manager of social media, MTV dive into how they do all this and why they do all this. And I think even though obviously MTV is quite different and not necessarily in the B2B space, like we typically think of I, there’s something that every listener can take away from here. And especially I think the passionate people working at MTV and talking to other passionate fans, talking to passionate artists, like it’s just this collective of shared enthusiasm and passion. I think that’s really a huge takeaway from today’s show.

Jay

Baer:

Yeah,

Kristen and her team are true believers. I mean they live, breathe, eat, and sleep, pop culture. And then that manifests in the work they do. There is very little difference between play and work for Kristen and her team much more so than a lot of folks we talk to on, on social pros. This is a really interesting episode. Really fun. Also stay tuned towards the end when Kristen gives you her series that you should be watching that you’re probably not watching good television recommendations here on social pros. Another recommendation for you is some research that you should be consuming from our friends at Salesforce is called the state of marketing report. This is probably the best research, current marketing that I’ve digested in the last year or so Salesforce surveyed some 8,200 marketers from around the globe. And, and this is really relevant, timely, specific research about how marketing is changing and how the relationship of marketers to customers is changing as well will lots of great insights and stats. Also there’s an interactive component to this research where you can do a lot of very specific lookups in real time at no cost. It’s pretty amazing. Go to Bitly slash state of marketing report. That’s B I T dot L Y slash state of marketing report all over case. Grab the state of marketing report from our friends at sales force are also friends of the show. Kristin Maldonado from MTV. Here she comes.

Jay

Baer:

Kristen

Maldonado joins us on this week’s episode of social pro. She is the senior manager of social media at M T V. Kristen. Welcome.

Kristen

Maldonado:

Thank

you so much for having me. I’m excited to be here.

Jay

Baer:

We

are super pumped to have you on the show. Anna and I grew up with MTV and it continues to be such a cultural touchstone. Talk a little bit about your team in social and, and kind of your your group of social media professionals there at MTV.

Kristen

Maldonado:

Yeah.

I mean, what I love about MTV is, you know, that nostalgia of like everybody grew up with it and is growing up with it. And you know, it is, you know, to me synonymous with pop culture and our team. I like, that’s what it’s like at MTV two. Like we’re constantly like, oh my God, did you see that little NAZA music video where like, oh my God, Olivia, RGO just dropped a song. I’m dying. You know, like that’s the environment is just like, we’re all obsessed with that stuff to begin with. And how I have, you know, it’s like you have people to talk about it with. And then we get to share that with our audience and, and, you know, build that community. And so we are a team of, I think there’s like 10 of us. Most of us are, you know, we’re the social team for, for MTV brand.

Kristen

Maldonado:

So

most of us are you know, actually posting on the platform as we make a lot of original digital video content around musicians and celebrities. There’s a lot of, you know, script writing and brainstorming and just trying to figure out like what, you know, what kind of digital content would people like to see around a specific artist and really being particular out, making sure that it fits that person, you know, not just like doing the same thing for everyone and you know, and, and then we have an editor on our team and, and I kind of dabble a little bit in both realms in editing, producing writing and then posting video. And it’s just, is really fun. Like that’s like, all we do all day is talk about pop culture and like, we’re so excited about it all the time. So,

Anna

Hrach:

So

you have a team of 10, which to a lot of people especially for people who are still on teams of one sounds like a ton of people, but then when you take a step back and you think about like the vast scope of content and the different platforms that you’re on and how much has to be done in a day, all of a sudden 10 feels like almost like a team of one, how do you manage to get it all done? How do you structure your team and workflow? And I mean, to me, it feels like there’s just so much to be done. And 10 people, you have to be busy all the time.

Kristen

Maldonado:

We

definitely are. We kind of have a different person on each platform. So like someone specifically runs Instagram, someone specifically runs Facebook so that they can really just like be there building that audience and building that at community. And like, you know, I mean, we just have a lot of fun with it. So like, we’re always like, you know, we have this like really fun voice where we’re, you know, we’re just trying to build this community up and, and talk about the things that we all love anyway. Like we’re all fans of all of this stuff. So even though we can get busy, it’s like, we love this and this we’re gonna talk about it regardless of if we’re posting it on social media or not. And you know, I think there are definitely times when things get busier, like when we get into like the award show season and things like that and then it just becomes this like really fun, just like group dynamic overall in this together kind of thing. Getting all of our content out there, making sure that everyone sees the performances and, you know, the funny clips and the funny moments and, you know, sometimes it can get overwhelming, but like when you’re done by the end, it’s like like, you know, we love this stuff and we got it out there and, you know, you just feel really proud of it after

Jay

Baer:

It

reminds me of some of the guests we’ve had here on this show who do social media for professional sports franchises, right. We sort of have this constant cadence and, and things that you need to cover. Kristen, you mentioned that you’ve got different team members associated with each of the main social media platforms. Do you have team meetings and say, here’s what we want to cover today or this week, or this month, or this quarter now, how do we make that happen on TikTok versus Facebook or, or does each person in charge of each channel kind of have their own content calendar and, and their own approach to, to, to what you’re putting

Kristen

Maldonado:

Out

there? I would say it’s a mixture of both. We have like meetings, you know, a month or a few months out of like, okay, what are we gonna do for this month? Or, you know, this is coming up. We also you know, assign different people to different things that they might be interested in. So like for instance, this past year I helped run the campaigns for pride month and for Hispanic heritage month, Latinx heritage month. And so, you know, there’s like, so then I came up with the concepts of what we’re gonna be doing for those months. And then I get to brainstorm with a team figure out like, what makes sense, what people do we wanna feature? What, what do we wanna be doing here? And then everyone, you know, disperses and posts, what they need to post.

Kristen

Maldonado:

We

also but then also like on a more singular scale, like, you know, okay, we see something is, is trending. Oh, okay. I’m gonna hop on that. Like, you know, today, because, you know, I, I just saw that this thing is, is doing really well and this fits with, in, with our audience. So it’s really like a, a bit of a mix of like, we definitely plan ahead and try to make sure we get everything in there that we want, you know, we have these big calendar lists of like, whose birthday’s coming up, what movies are coming up, what anniversaries are coming up and then tackle those like, you know, different heritage months and things like that. But also sometimes it’s like, oh shoot, Olivia Rodrigo just dropped a music video. Okay. Everyone, what do you wanna do? Let’s go.

Jay

Baer:

Or

yeah, people do that a lot more, right? Like this, this idea of everything’s a surprise now makes your job that much harder. Right. But like, I, I came from radio many, many years ago. And this idea that somebody would like surprise release something is like what you would never, ever even conceive of that. And now it happens all the time. Mm-Hmm and you just sort of log on. You’re like, oh, great. Now scramble, scramble, scramble. You can’t be too late to the game because you’re MTV. You’re supposed to be on top of it. That’s a, that’s a lot of pressure.

Kristen

Maldonado:

Yeah.

Those are the ones that, that end up doing like, even better than you would think, because, you know, we’re literally like it, the people on my team they’re so on that, like something drops and 30 seconds later you have a link. That’s like, here’s the thing that came out and you’re like, oh my gosh, this is crazy. All right, let’s go everyone post post, you know? And so we’re, we’re, we all have those, those notifications on anyway, because we’re just excited in general, all listen to that Olivia RGO song or whatever. So we’re like, all right, well now I’ll just post this to my like, personal MTV. Okay. You know, like it feels like you know, we all have this very strong connection to, to the brand and to the pop culture that we’re covering. So sometimes it feels like, you know, we’re, we’re just using it to, to share our love for these artists as well. And you just get to do it on a bigger scale. So they have actually get to see that you liked it, you know,

Jay

Baer:

yeah, absolutely. From a business strategy standpoint, how do you think about the role of social within the overall MTV ecosystem? Is it deep in relationships with fans, which then turns into viewers, which then turns into you know, advertising revenue, like, or, or is it, Hey, just having these kind of relationships with the public on sort of a pop culture level in and of itself is, is, is a, is a worthy goal, right? So the, the, the social sort of tying into some kind of larger business assign that you and your team get from executive leadership,

Kristen

Maldonado:

You

know, I think, I think for, for us you know, there are always goals that you have to achieve. You know, we wanna hit certain numbers and things like that, but when it really comes down to it, I feel like we are like a big focus is just like building our relationships with the community and with the artists and like showing our love for them and, you know just continuing to like build that MTV community. That’s something that I feel like is really strong for us. It’s something that like throughout my years at MTV, we just continue to work on is like that social listening and just, you know, talking to the audience and, you know, fanning out with them because this is the stuff that we love too. And to be able to like, grow that audience even more, because they love the same things that we do is just really exciting.

Kristen

Maldonado:

So

you, you know, there’s engagement that we’re looking at and things like that, but also there’s these like really great moments where like, you get to give back to the fans and you get to you know, I don’t know, give them swag signed by their favorite artists or have them meet their favorite artists or you know, give them content that they would never have seen before around someone that they really love. And, and just, you know, those to me are, are some of our favorite are favorite moments like there there’s this you know, international music group that we had never heard of before. And the fans of that group were like, oh my God, Mt. You need to have them on, you need to have them on. And we’re like, all right, let’s look, ’em up. We looked them up, they’re super talented.

Kristen

Maldonado:

And

then we asked them to come on and now the fans are like, oh my God, they did it. You know, they, they did a social video with them and, you know, they’re helping us as we’re also giving them that content as well, because they just introduced us to some really cool new group that we didn’t know about. And it kinda like serves both ways. So those are some of my favorite moments where we like are giving back to the fans, but also like learning as well, and like finding new artists and finding new celebrities that, you know, that we really like

Jay

Baer:

That

idea of artist relations that you mentioned is really fascinating that at some level your team and, and the social content you create and tagging artist and vice versa then not only does it create catnet for your fans, but, but it also maybe deepens the relationship true that the artist has with MTV, the company, right. The brand mm-hmm, I hadn’t thought about your social program serving that role, but that’s really interesting. It’s almost like internal PR, right? Between MTV and, and the artist that’s, that’s fascinating. Totally.

Anna

Hrach:

I

actually had a question along those same lines with those artists, because obviously from the consumer facing side, the audience facing side, they’re so jazzed to get all of these amazing videos and, you know, they’re excited that you’re discovering their favorite artists with them and you’re featuring content that they wouldn’t have gotten otherwise. But how does that actually work in the background? How do you actually coordinate that? Because obviously we’re still, as of right now in the middle of a pandemic, there’s also lots of red tape behind the scenes, lots of calendar scheduling, lots of coordinating. So how do you actually get that content to the fans, with the artists?

Kristen

Maldonado:

Yeah,

so a lot of times we work with the talent teams at MTV. We have celebrity and music, talent on teams that work with, you know, different artists and different musicians. And so they’ll get reached out to you about like, you know, maybe people working on something that wanna promote something, or sometimes if we wanna work with someone, we’ll reach out to them and say, we’re interested in this person. And they really kind of facilitate the like can we do this? Can we not? And then we brainstorm, what could we do around them? There was like this really cool video that we did this video series about synesthesia, which is when you can like, hear something in, like, you can see visuals and colors of like music and stuff. And so of the people on my team created the series where we got celebrities that had synesthesia to actually like paint their albums based off of like how they see it in their head and like hear it.

Kristen

Maldonado:

And

it was really cool. And so that’s like an example of something that’s like very specific to an artist. So we pitched that idea because we knew that artist had that you know, ability. And then they created this amazing piece of art that we gave away to a fan. And so, you know, that’s really how we’re kind of working with it. We’re like working with this team, we’re coming up with concepts that we feel really reflect an artist or a celebrity. And then we see if they wanna do it. And if they we produce the video a lot of times now because it’s virtual we’ll set up zooms. Sometimes we are able to send them cameras and stuff like that, and then they just send it back or they send the zooms back. And so we do it that way. And it’s just, it’s really exciting to see, you know, when these, the video come to life and you get to like, learn more about an artist or learn something that you didn’t know about them. And and then share that with, with their fans and, you know, they love it. So that just makes it all worth it.

Anna

Hrach:

And

I have to imagine what’s even more exciting is when the work that you do with those artists is recognized publicly, you actually won a short award for best use of I G T V with the 62nd draw campaign. Can you walk everybody through what that was, how it came to life and, and really just how it came to

Kristen

Maldonado:

Be

totally. So this was when I worked on the, the newest iteration of TRL a couple years ago. And, and when we were working on that series, you know, we had all these celebrities coming in, but sometimes we would take breaks. And so it was like, okay, well, what are we gonna post now? There’s nobody coming in right now. And we were trying to think of our own you know, franchise or a series that we could do. And this was when I G T V was first coming out. And so it was like, all right, let’s, let’s think of something. And this was really like such a small team. It was grassroots. Like, you know, we brainstormed it, pitched it, we produced it, we edited it ourselves and posted it ourselves. Like everything was really like just our really small team at that time.

Kristen

Maldonado:

And

the whole series is so 62nd draw, we wanted to think of something that is easy to do, but also, so like could be you know, like seeing a celebrity do something that anybody could do, but like, is this like good or not? So they, they would draw their album cover in 60 seconds or less. And sometimes they were really amazing artists and sometimes they were really bad artists. And so that was really funny because, you know, you have like the Jonas brothers drawing their album cover. And like, they just, you know, they just look like little stick figures and then they signed it. And so we would give the the pictures away that they, we would frame them and give them away to fans. And the series would, would get like millions of views on the TL accounts that more views than, than you’d even get on, on the MTV I GTV accounts.

Kristen

Maldonado:

And

so we were like, wow, this is like incredible that people are coming to watch these videos. They think it’s funny. They, they love seeing this artist you know, do something a little bit different. And yeah, so we won best use of, I GTV through that. And, and again, you know, that fan service we gave those pictures is that we’re signed to the fans. And, you know, you have this one of a kind piece of art now by like your favorite artist. And it was just a, a really cool experience that we now, even though TRL is not on anymore, we still do that series on MTV which is cool that it’s like lived on. And that’s just something that I’m really proud of cuz we did do it so grassroots, like there was no show on at that time we were doing the whole thing ourselves. We were editing it ourselves and you know, it was really rewarding to see that people really liked it.

Jay

Baer:

Kristen,

I looked it up this morning and you’ve got 46 million Facebook connections for the brand million on Insta, et cetera. Are you, do you ever just take a second and be like, that’s a lot of people like, does that, does that pressure ever feel real to you? Or are you just so used to it now? You’re like, yeah, whatever,

Kristen

Maldonado:

You

know, I, I never even really thought about it like that to be you’re welcome. You’re welcome. Yeah, but I mean, those are great numbers and, and we feel really, you know, proud of all the work that we do. And you know, that’s, that’s really the, you know, the joy of it is, is, you know, seeing obviously the community is growing and we love the work that we do. So yeah, it’s, it’s amazing.

Anna

Hrach:

I

just have to say, I’m glad that you you’re taking that in stride and that we didn’t just start a whole new segment of existential crises on social pros

Kristen

Maldonado:

After

this, I’m gonna be like, oh my gosh, wait, there are that many people

Anna

Hrach:

Time

you go now to post something. You’re like, oh my God, 16 million people,

Kristen

Maldonado:

Jay

Baer:

You

do a lot of different types of content on different channels, which is amazing. How often do you get into testing and experimentation on content format? Do you and the team sit around and say, Hey, well, we could do this as a video or we could do as a real, or we could do it as a carousel or whatever. Is there sort of a, a defined testing and optimization strategy or do you just sort of, or, or are you in it so much, you just kind of have a feel for what’s the right format for each piece of content?

Kristen

Maldonado:

I

think it’s something we definitely test out and we think about, and it’s like, okay, well, we’ve done. We did all this for this one campaign. Did we feel like that was successful? Or did we feel like we could have maybe done this a little simpler or, you know, should we have done like a bigger video? And we definitely it’s a lot of social listening and just looking what has performed before, do we feel like it’s necessary to, you know, make a big video or do we wanna just do a carousel or do we wanna pull a clip? And just seeing like, you know, what performs and I think that’s the fun of social media is like, you know, there’s a lot of, you know, in addition to posting about celebrities and things like that, we’re also for instance, sharing promos from, you know, the MTV shows and, you know, I think over time we’ve realized like, you know, posting a full trailer for teen mom, doesn’t always perform well necessarily for our audience because that’s the teen mom audience, whereas MTV brand is like more broad and more focused on pop culture.

Kristen

Maldonado:

So

it’s like, what are the ways that we can still promote this, but maybe make it a little bit more fun, maybe make it a little bit more like me ified so that it does feel like something natural in the account. So, you know, instead of doing now like a full, I don’t know, two minute promo or a minute promo, we’ll pull like 10 seconds of a really funny moment and loop it and, you know, that’s our, you know, way to promote the show. And I think that as we continue building our social accounts and, and things like that, we’re always testing different things and, and trying different things and seeing what works best. And, you know, we don’t always have to do the same thing that we’ve done before, just because that’s what we did. You know, if, if, if something else works better we’re, we’re happy to, you know, try different things and do,

Jay

Baer:

How

much do you do on paid social

Kristen

Maldonado:

If

at all? I, I don’t personally work on paid social,

Jay

Baer:

But

there is some paid social that, that happens for the brand. Just not on your team. Yes, yes. Yeah. And do you coordinate that with them or do they just sort of do their own thing?

Kristen

Maldonado:

They

kind of do their, their thing. They’ll let us know sometimes there’s something that they’re working on, but I don’t really have a, a hand in paid social

Jay

Baer:

And

I imagine you’ve, you’re busy enough. on the organic side, especially as you said with the social listening. I mean, the, the percentage of your audience that actually talks back to you is very, very high. Right. And so you’ve got that’s a lot of time. And, and just a lot of, of keyboard hours, just sort of mixing and mingling with the fans.

Kristen

Maldonado:

Yeah.

And I, I gotta give a shout out to my boss, Caitlin, Bella, who really like built the voice of MTV, especially on Twitter. Like she is so incredible and, and really, you know, kind of made that jump to, you know, having that authentic voice at that natural voice and talking to fans, you know, like normal people, you know, like we’re regular people that also love pop culture. And you know, she, she really like paved the way for that. I feel like

Anna

Hrach:

That

is really awesome. An awesome shout out. I actually did find that really interesting and I wanted to touch on that you MTV, I should say, speaks in the first person to audiences. How did that come to be? Because that is a very unique take on just brand social in general and it’s, it’s, it’s totally different and unique. So how can you walk through how you kind of arrived at that and what the decision was and, and how that came to be?

Kristen

Maldonado:

I

mean, to, to be honest, I, I don’t know the exact, you know, I, I don’t know if I was working on the team that team specifically when they like made that decision, but I will say that I feel like it really comes down to authenticity and like wanting to, you know, like we sit down and we create these voices and these voice decks of like, who is this person? Who are we, who are we in relation to the audience? And we always wanna feel like a real person, because there is a real person behind the scenes who also loves these things. I think that’s why I’ve we all work at MTV. And so it feels like it makes sense to, you know, speak in the first person, because these are things that we, you know, love anyway. And it, I think it brings that connection to the audience even closer because, you know, if you’re talking very like robotic and like separated from everyone, you know you know, I think, I think it comes down to the fact that, like, there are so many different types of accounts and so many different you know, different things you wanna think about when it comes to building your social voice and MTV in particular feels like a thing that you, you know, where your friend we are, that other person that you’re fanning out with that might not be the case for other social platforms or for other, you know, businesses, but with MTV you know, if, if it makes sense that like, we’re your friend, cuz we are talking about the things that we love, that you also love.

Kristen

Maldonado:

So

yeah,

Anna

Hrach:

And

I think that comes through too and just, just a KU kudos to you and your team, because that does come through. Like a lot of the posts are like a, I love this thing and it feels real, not just like, it was real yeah. Like not just, just like, oh, you’re

Kristen

Maldonado:

Posting

about what they’re like, oh my God, I, I love machine gun Kelly. And like, this is, and then they’re posting it because that’s how they really feel, which you know, is maybe unique to, to the social platforms. But like this, the people are posting it cuz they really thought that

Anna

Hrach:

Way.

And it, it really does come through though. It doesn’t feel like, okay, it’s Wednesday, we’re gonna promote this machine gun Kelly saying, okay, I’m gonna say that. I love it. Right. Like it never comes through that way. It feels like this is a really cool performance by my favorite artist. And I wanted to share it today because it’s a Wednesday and it’s, it’s everybody get through the week, you know? Like it’s just, it just has that feeling of, of authenticity behind it because they, as you said, obviously there are real people behind it. So I love that approach. Thank

Kristen

Maldonado:

You.

Yeah. I agree.

Jay

Baer:

To

that end, Kristen, when you’re looking to add people to your team, are you screening for that? Right? Do you have to be pop culture super fan first and then we’ll teach you social media or, or are you looking for somebody who already knows social media and then you’ll sort of inject them with the pop culture serum or, or how do you, how do you think about that from a talent acquisition perspective within your own team?

Kristen

Maldonado:

Well,

so I’m not really involved in any of that. That’s like my bosses, but I would say everyone that I know that works at MTV loves pop culture and loves social media. So I feel like there’s probably just like this, like, you know, I guess why would you wanna even work on there if you don’t like it? So I don’t, I don’t personally, you know, have a hand in any of that, but I know everyone that I have that I do work with loves pop culture, loves social media. One of, one of my coworkers you know, goes viral like every week on his own social accounts, just because he’s, you know, so into pop culture and social media, he was part of what made Kiki Palmers, sorry to this man go viral. So you know, this is just stuff that we love and I think that I don’t know exactly what they do, but whatever they do, they do a great job of finding people who do love, both who are super passionate. Like I mentioned, my boss, Caitlyn, she got her job because she would make you two of videos about how much she loves teen Wolf. And they would rap about teen Wolf her and her friend, and now they both work at MTV and you know, it it’s like, you know, the, the people on our team are so passionate and love, social media and love, pop culture and love the things that we do. So whatever they’re do when they’re doing a good job of finding the people who, who

Jay

Baer:

Love

it, well, they always say the best way to get an executive social media position is, is to be a fan of teen Wolf. That’s, that’s been true for for years and years. Mm-Hmm . But it is funny that you mentioned that Kristin, because one of the patterns that, that I picked up on in our research is that many of you on the MTV social media team, including yourself, Kristin create a lot of social content and have, have personal brands and, and sort of side projects where, where you are doing other things, it’s like you would do this. Even if you, they weren’t paying you. It’s good that they’re paying you. It’s good that they’re paying you, but you would probably do it anyway. And in your case, you are in addition to the work you do for MTV, a television and movie, and sort of music critic tell our, our social pro listeners a little bit about what you’re doing on that side.

Kristen

Maldonado:

Yeah.

So I, I mean, I think that’s kind of what makes my, my social experience, like a little unique is that I have that corporate background, but I also have that like content creator background. And so like almost as long as I’ve been at MTV, I’ve also been making videos on YouTube doing like TV and film criticism and interviews. And you know, over the years I’ve become a rotten tomatoes approved critic. I’ve become a member of like the Hollywood critics association and the television academy and the Latino entertainment journalist association. And it’s just really fun that like I’m able to do the work that I do, but also kind of take on even more of that in my own content. Like in addition to like making videos on my own, I have to like, you know, be that person reaching out to talent, be that like editor be that producer writer and everything for myself.

Kristen

Maldonado:

And

so I feel like it really helps me, like in both aspects of just like learning more about social media diving deeper into, you know, what works and I’m able to take what I do on my own. And that kind of helps me with my work at MTV and vice versa in terms of like the knowledge of creating video and, you know, diving in more into the analytics and things like that. So yeah, it’s, it’s just awesome. And like you said, I would be doing this, I mean, clearly pop culture and social media is just my whole entire life cuz I do it at work and I do it out of work.

Anna

Hrach:

So

I’m just curious then in terms of, obviously you have this new perspective, you have this new lens, are you ever like, you know, creating content on your own, being like, oh, that would be such an amazing new artist series that we could do or vice versa. Like you’re, you’re, you know, working on something for MTV and you’re like, oh, I should definitely cover that on my like, is there just like this constant brainstorming and like cyclical process that’s that’s happening out?

Kristen

Maldonado:

I

would say it’s a little bit more separate, especially because MTV’s more focused on music and I’m more focused on TV and film. So I try to, I definitely wanna keep it separate. Like I don’t wanna be like inter my personal things. But you know, sometimes, you know, now because I get to watch so many movies and TV shows early, you know, on my own, you know, if we’re, if we’re like, oh, if we get a message, that’s like, okay, we’re, we’re thinking about doing this thing for this movie at MTV. I’m like, oh, I saw it. It was really good. You know? And like that’s kind of my, like two sense of like being able to just add that like, oh yeah, we should definitely do something for MTV cuz it was, that was great. You know but otherwise it’s, it’s very separate. And I try to, you know, keep it that way purposely, cause I don’t wanna like, like have any conflicts, but you know, it feels rewarding that I I’m able to do these two things that are both in pop culture and social media, but that are very separate. But that the learning process of like how to, you know, reach out to people, how to, you know, do the editing, how to, you know, write my scripts and things like that. Like more of the technical aspects of each other

Anna

Hrach:

And

at least you are absolutely super comfortable on camera because I have seen you make an appearance on MTV’s official TikTok. So at least there’s that.

Kristen

Maldonado:

Yeah.

Yeah. Sometimes they need some people to, to, you know, make some TikTok videos and I’m like, all right, but I got it. No problem.

Jay

Baer:

All

right. Before we add, ask you the two questions that we ask everybody here on social pros I think this is episode 502. So we’ve been doing this for a bit. I wanna ask you this question, which is the one that I really care about as a television movie critic mm-hmm and we’ll make sure to link up Kristin’s YouTube channel in the show notes, which you’ll be able to find at social pros, podcast.com. What is your underrated show that we should all be watching? That a lot of people don’t know about?

Kristen

Maldonado:

I

feel like an underrated show people have not been watching is lock and key on

Jay

Baer:

Netflix.

Oh, that’s a great one. I actually am super into that show and my wife is super deeper into that show and I completely agree way under the radar.

Kristen

Maldonado:

Totally.

So it’s, it’s basically about these kids that their dad passes away and they go back to their like original family’s home to town and they have this beautiful home that has all these secret keys in it. And when they find the keys, they can unlock things like, you know, a door that you go through it and you become a ghost or you can unlock your head and you can like put stuff in it like books and you’ll like, know everything or they could do all this crazy stuff. But I feel like it’s so underrated and it’s so good. And I’m like, why aren’t more people watching this. It’s one of the best shows. And I think what makes it so good also is that if they bring up something, they are addressing it, they will not leave you hanging and be like, oh, they didn’t what would happen at that plot point? They like have really paid close attention to every detail that they bring up, which I love

Jay

Baer:

It's

tricky now because there are so many great shows. It truly is the golden age of television. And it’s almost too much now. Right? It’s, it’s all, I mean, there are so many shows and you only have so much time and sometimes they like lock and key, you know, they, they, they get a little bit of run, but then just the next show and the next show and the next show just sort of gets buried not only in the algorithm, but sort of in pop culture consciousness. It, it, it’s almost like podcasts, right? Where, where discovery, it can be really difficult except for the handful that really, really break through and get a ton of attention. Like many of your MTV shows. So I wonder if at some point the pendulum’s gonna swing back the other way. Like I constant find myself. You mentioned that lock and key is on Netflix. I constantly find myself saying, oh yeah, that’s a show I wanna watch. Where do you get that show? Is it on Netflix? Is it on, you know, is it on peacock? Is it on Disney plus like, I, I don’t know anymore. I don’t know. Kristin,

Kristen

Maldonado:

I

need you on

Jay

Baer:

Platforms.

I need you to solve this. I, my, I, my hopes are on you okay. To come up with a solution. I think you should just do, just do like the daily text message or the daily TikTok. Here’s your show recommendation of the day. I would, I would be a loyal follower of that content.

Kristen

Maldonado:

Sounds

good. That’s

Jay

Baer:

Good

advice. Give me one, gimme one show a day. That’s what I need. we also need from you answers to these questions. The first one is what one tip would you give somebody who’s looking to become a social pro other than deep love for machine gun Kelly

Kristen

Maldonado:

Well,

a piece of advice that I would love to give and that I think you guys kind of mentioned a little bit when you were saying how, like everyone at MTV kind of has their own little side gig, is that I think it’s, it’s a great idea to, to have your own side projects on social media and just get your voice out there, whether you’re, you know, maybe tweeting things that are funny or making YouTube videos or making tos, I feel like that’s a great place to, to just like, get started, like just put something out there into the world and like put it out there consistently. And I think you know, especially if you’re like, just getting started, like that’s a great place of just like getting that experience. I, I always am a big, a big fan of just like making your own content. I think that that’s so much fun.

Jay

Baer:

And

the last question for Kristen Maldonado, senior manager of social media for MTV, if you could do a video call with any living person, who would it be?

Kristen

Maldonado:

Okay

if I could do a video call with any living per I feel like if I wanna talk to somebody about social media, I, and it’s a video call, I would love to talk to low NAZA. I feel like he’s doing some incredible stuff on social media. The way that they, you know, do his roll out plans for his music and things like that. I would love to like talk to him and the people on his team about like, what are you guys doing? Like you’re doing some really great stuff. And just, and just pick their brains a little bit, because he’s like a, a social master. I feel like

Jay

Baer:

That's

a great answer. Yeah, we should, we should work on that, Anna for social pros that would, if we, if we make that happen. Yes. We’ll have Kristen back on as a guest host and you can, I love it.

Kristen

Maldonado:

Yes,

please.

Anna

Hrach:

I

also feel like maybe that’s the next new, like MTV social artist series where you can have them on and have them talk about their social rollout and, and start with him. Absolutely.

Kristen

Maldonado:

That's

a good idea. There

Jay

Baer:

You

go. Look at Anna. Look, Anna, throwing out the free ideas where just

Anna

Hrach:

Trying

to make things happen. We just really want you to have that video call with him. yes,

Jay

Baer:

I,

I know it’s possible, Kristin, thank you so much for the time and for your enthusiasm, you and the squad at MTV are doing amazing things in social friends of you haven’t spent any time with them on their channels. Please do so you’ll learn a lot and you’ll have a blast as well. We’ll link them up in the show notes as well. Kristen really appreciate your time.

Kristen

Maldonado:

Thank

you so much.

Jay

Baer:

That

was a lot of fun. Anna rock what a, what a exciting episode Kristen’s passion for the subject definitely carries through. Oh, thank

Kristen

Maldonado:

You.

I appreciate it.

Jay

Baer:

Yeah.

We’ll be back with another episode of social pros next week. Maybe with somebody as enthusiastic. Maybe not. You’ll have to tune in to find out right here on what we hope is your favorite podcast in the whole world. This is the social pros podcast. I’m Jay bear from convince and convert. She’s Anna Hach also from convince and convert. Don’t forget show notes. Every episode, 502 of em, go to social pros of podcast.com. Thanks so much.

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EP 502 – Edited (Completed 01/06/22)

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