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About Social Pros Podcast:
Social Pros is one of the longest-running marketing podcasts in existence! (10 YEARS and counting) and has been recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.
Focused on the nexus of social media and other marketing disciplines, we bring you interviews and commentary from companies including Google, Reddit, Uber, Oracle, Zillow, Glossier and many more to understand how social media impacts brand marketing, content marketing, reputation management, public relations, paid media, and much more.
After more than a decade, Social Pros is still the one podcast that brings listeners inside the minds of marketing leaders making real impact. Join us for new interviews or browse our archive of 600+ episodes, as we dive behind-the-scenes and share actionable marketing strategies that you can immediately implement.
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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 KThis is absolutely an awesome listen for anyone in communications or social media!!
@Will31CThis 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!
@Simonstone95Love the podcast - informative, in depth and spot on for any business size.
@MissTriathlon
Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results.
The Secret to Influencer Success: Relationships Over Metrics
For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest.
It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive.
Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful.
In This Episode:
- 1:29 – Kara’s role at Southwest Airlines and the origins of their influencer program
- 3:35 – Rebuilding the influencer program after COVID and proving its value to leadership
- 5:07 – How Kara measures the success of influencer campaigns
- 6:21 – Finding influencers who align with Southwest’s brand and reflect their diverse audience
- 8:22 – Building genuine relationships with influencers by getting to know them personally
- 10:23 – The importance of feedback sessions and tailoring briefs to individual influencer styles
- 12:12 – Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts
- 13:32 – Bridging the gap between marketing teams to scale influencer campaigns
- 16:08 – Kara’s advice for navigating different goals between internal teams and influencers
- 17:47 – Experimenting with short-term affiliate campaigns to track direct revenue from influencers
- 20:44 – The story behind Creator Day and how it strengthens bonds with Southwest’s influencers
- 21:41 – How Southwest uses influencers to test new platforms like TikTok before launching as a brand
- 25:03 – Kara’s advice for aspiring social pros
Quotes From This Episode:
“Relationships are really important to us with our influencer program. Knowing each influencer by name, handle, and personality lets us build trust and mutual support. I think that's what helps make our program successful.” Share on X“We aim to work with influencers who truly reflect the Southwest brand while embracing diversity—in people, niches, and perspectives. Our customers are wonderfully diverse, and our influencers should represent that, ensuring they look like and connect with our audience.”
“Influencers are a fantastic way to test new platforms. At Southwest, they paved our path to TikTok, letting us explore the space before building a formal brand presence. It’s a philosophy we’ve embraced—letting influencers lead the way.”
Resources:
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