Skip to main

How Social Media Works When Your Fans Are Truly Passionate

Authors: Jay Baer Eric Swayne
Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best 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.

Sponsored by: ICUC

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

Content Marketing Award 2022 Winner

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.


Eric Swayne, Senior Director of Fan Engagement at FUNimation, joins the Social Pros Podcast to explain how their social team engages, cultivates, and supports a global fan base.

Eric Swayne - InstagramFans = Users = Customers

Being the largest importer of anime in North America comes with a huge fan base and a daunting host of responsibilities. Managing over 400 titles, attending 38 annual conventions, sending millions of emails, and engaging with a community that includes 1.5 million subscribers on YouTube all while seeking to expand your fan and media base can seem impossible… especially when your community gains strength and joy from user-driven initiatives that lie outside the realm of your control while still directly impacting your brand.
Amazingly, Eric and his Fan Engagement team navigate these waters with great success. They have found the formula to maintain just the right balance between actively managing their social community and indirectly enriching or supporting fan platforms when appropriate.

In This Episode

  • Why a responsibility to your customer base means flexibly engaging them wherever they are
  • How viewing your product from the point of view of your customers can lead to a paradigm shift for your brand
  • Why passionate fans mean a high BS meter
  • How license restrictions lead to creative engagement opportunities


Quotes From This Episode

“We are trying to create cultural movements around these brands.” —@eswayne
“Fan engagement is a team that manages all of the touch points for where our brands meet our fans, not just social media.” —@eswayne
“We want to create vehicles for this content wherever fans want to consume it.” —@eswayne
“We try to find the happy middle where our fans celebrate and work with this content and we get to do the same for them.” —@eswayne
“We can make any type of marketing make sense for anime.” —@eswayne
“We are trying to immerse our fans in our brand from all these different touch points at once.” —@eswayne
“Email is one of the most underrated platforms for digital marketers.” —@eswayne


See you next week!

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