Skip to main

What Seth Godin Thinks About the State of Social Media

Authors: Ray Buckner Seth Godin
Posted Under: Social Pros Podcast
Social Pros Podcast logo
Hosted By
Ray Buckner

Anna Hrach

Convince & Convert
Ray Buckner

Daniel Lemin

Convince & Convert
Ray Buckner

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.

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.


Seth Godin, author of This Is Marketing, joins the Social Pros Podcast to discuss the state of social marketing and the importance of consistency.

"You want to build the thing that will cast a shadow on social media, but social media is not your source of light." -Seth Godin, This Is Marketing

Be Consistent!

It is often said that authenticity is the key when it comes to social marketing. Overall this is true—your brand should certainly be authentic to who you are. Your stories and content should be authentic.
On a day-to-day level, however, the most important thing is consistency, according to This Is Marketing author Seth Godin. A certain level of informality and frankness in social marketing can be endearing to your customers if it is consistent with your brand. If your various social channels and pieces of content don’t line up, this will create distrust with your customers.
Whatever your brand aesthetic may be, consistency in tone, voice, and style is crucial in building trust and keeping your audience coming back for more.

In This Episode

  • 05:42 – Why marketing still matters.
  • 06:50 – Why marketing and advertising are not the same thing.
  • 11:01 – Why social media success is about having a noteworthy product, not a noteworthy post.
  • 16:41 – How clickbait earns distrust and ultimately loses customers.
  • 20:46 – Why consistency is more valuable than authenticity.
  • 28:06 – How to market to people’s beliefs.
  • 29:20 – Why “want” and customer experience are greater than “need” in first world marketing.

Quotes From This Episode

“A lot of marketers have chosen for their work to not matter.” — @ThisIsSethsBlog
Marketing is creating true stories that, when they intersect with people who want to hear them, change those people for the better. Click To Tweet
“We don’t have mass media anymore. We have micro media. The internet is not a mass medium, even though more people use it than watch television.” — @ThisIsSethsBlog


See you next week!

Get our best tips in your inbox! Join the smartest marketers who receive our ON newsletter.

A twice-monthly dose of the trends and insights you need to keep you ON top. In each email, our team will recap what happened in digital, what trends are important for marketers to watch, plus some fun surprises that you’ll just have to sign up to see!

b2b influencer