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How to Activate Employees With a Show-and-Tell Social Media Strategy

Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By
Ray Buckner

Daniel Lemin

Convince & Convert
Ray Buckner

Hannah Tooker

Ray Buckner

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

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.


Eileen Burmeister, Communications Consultant at Arizona Public Service, joins the Social Pros Podcast to discuss the importance of spontaneous content.

Eileen Burmeister's Marketing Insights

Leave Room for Spontaneous Content!

Content strategies, editorial calendars, best practices, tactics—terms like these are everyday words to social marketers around the world because success on social takes a lot of planning.
However, many marketers get caught up in the planning and strategizing, leaving no room for spontaneous content that consumers can really connect with. There is a balance to be achieved between planning your calendar and being able to jump on stories as they happen, as Eileen Burmeister and her team at APS have learned.
Consistency is crucial, so having a planned-out editorial calendar can help you ensure you are regularly delivering content. But as Eileen puts it, your scheduled content should be the bones of your strategy while leaving space for spontaneous content. By leaving room and having a willingness to push aside or even abandon planned-out ideas, you can build a real, living, breathing relationship with your customers.

In This Episode

  • 05:04 – How APS uses Community Affairs Managers to engage with micro audiences on a regional level.
  • 09:55 – How different teams can work together to manage customer support effectively.
  • 12:05 – How APS enables employees to communicate with customers.
  • 21:30 – How to balance employee and customer-generated content for photo storytelling.
  • 24:02 – Why a planned-out editorial calendar should leave room for spontaneous content.

Quotes From This Episode

“Customers don’t really care about the weeds. We try to give employees messaging at the level that people care about.” — @EBurmeister
“Don’t ever speculate on social channels. If you don’t know the answer, then don’t say anything.” — @EBurmeister
A rule of thumb that I always run any social media post by is, Who cares? Why should I even care about this picture, this video, or this offer? Click To Tweet


See you next week!

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