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What Makes Real People Care About Your Social Media

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

Daniel Lemin

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 500+ 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.

Thank you to our sponsor ICUC Social.

Follow Social Pros on LinkedIn.

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.


Andy Sernovitz, CEO of, joins the Social Pros Podcast to discuss the core elements of a successful social media community.

Narrowing Your Social Media Community

Narrowing Your Social Media Community

As a business, you may find it easy to fall into the mindset of trying to reach everyone. After all, you have a great product, so shouldn’t you try to reach as wide of an audience as possible?
A wise marketer, however, understands that this is not the case, and in fact, the path to growth and success lies in identifying and targeting your specific, ideal customer. The same is true when it comes to a social media community. Andy Sernovitz of believes that a truly great social media community should explore only a small number of topics so that members can go in-depth.
No matter the subject, if you are starting or managing an online community, narrowing your focus will ensure that your members can go deep on the topics that matter the most with others who share their specific concerns.

In This Episode

  • 05:50 – How went from being the “Blog Council” to being an all-encompassing community for social media professionals.
  • 09:14 – Why a good social media community requires management.
  • 16:19 – Why deep social media communities need face to face interaction.
  • 17:36 – How has evolved as social media has drawn larger budgets and more focus from corporations.
  • 21:39 – How the ethics of advertising have evolved with social media.
  • 24:53 – Why social media and word of mouth are not the same thing.
  • 29:44 – Why story is so crucial when the quality gap narrows among competing products.

Quotes From This Episode

“For a community to have longevity, it has to be managed.” — @sernovitz
A great community needs narrowness. That means fewer topics and similar people, so you're having deep, rich conversations about fewer things. Click To Tweet
“Social media is a tool, a way to deliver a message. Word of mouth is a bigger idea that sits on top of it.” — @sernovitz


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