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How to Create Organizational Culture Change Using Social Media

Posted Under: Social Pros Podcast
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


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.


Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), joins the Social Pros Podcast to talk about social media crisis management and how to cultivate culture change within an organization using social media.

Use Social Media to Create Positive Change“Don't ever lose sight of your community because your community is who you're serving.”

Do you remember when social media was more like an experiment for brands than a real business strategy? Back then, brands did not grasp the potential that social media offered. Nowadays, social practitioners are a key part of the fabric of an organization.
Sallie Poggi, Director of Social Media at the University of California, Davis (UC Davis), reminisced about a time when social media practitioners weren’t deemed as necessary as they are now. Today, instead of “tweeting in the corner,” we have a seat at the table and help to “make decisions and set strategy from a high level.”
Social media is used for so much more than updating followers about what you had for lunch. When used properly, social media can be leveraged to build relationships and create culture change across an entire organization.

In This Episode:

  • 07:56 – How the social media team at UC Davis operates
  • 11:18 – How Sallie established her own department and how it helped to elevate her at the table
  • 18:15 – What you can do to get other social media communicators on your side
  • 21:48 – How COVID-19 has shifted Sallie’s approach to social media crisis management
  • 26:06 – What social media metrics Sallie tracks
  • 30:04 – How Sallie got the UC Davis Street Team program off the ground

Quotes From This Episode:

“Nothing happens overnight. You can’t be the social media person that comes in guns blazing”
Don't ever lose sight of your community because your community is who you're serving. Click To Tweet


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